Why Do Most Watch Collectors Love to Hate Hublot?

The world of horology is a passionate realm where timepieces are not merely accessories but cherished artifacts, embodying craftsmanship, innovation, and heritage. In this nuanced environment, Hublot, a Swiss luxury watchmaker, has found itself at the center of a love-hate relationship within the watch collecting community. In this article, we delve into the reasons why many watch collectors harbor mixed feelings about Hublot.

Controversial Aesthetics

1. Controversial Aesthetics

   Hublot’s bold and avant-garde designs are a double-edged sword. While some collectors appreciate the brand’s innovative approach to watchmaking, others find its designs polarizing. The distinctive porthole-shaped cases, use of unconventional materials, and oversized dimensions have sparked debates within the watch community, with traditionalists dismissing them as too avant-garde.

2. Ubiquity and Mass Production

   The love for exclusivity and rarity is a hallmark of watch collecting, and some enthusiasts argue that Hublot’s popularity has diluted the sense of uniqueness traditionally associated with luxury timepieces. The brand’s widespread appeal and relatively high production numbers have led to a perception that owning a Hublot does not necessarily signify exclusivity, which is a crucial factor for discerning collectors.

3. Use of Unconventional Materials

   Hublot is known for pushing the boundaries of material innovation, incorporating materials like ceramic, carbon fiber, and even rubber into their timepieces. While this approach resonates with those who appreciate cutting-edge technology, traditionalists argue that it diverges from the heritage of watchmaking, where precious metals and classic materials have long been synonymous with luxury.

4. Brand Image and Sponsorships

   Hublot’s association with high-profile events, sports teams, and celebrities has contributed to its divisive image. While some collectors appreciate the brand’s efforts to connect with a broader audience, others perceive this as a dilution of the exclusivity associated with luxury watches. The sponsorship of events like the FIFA World Cup and partnerships with celebrities can polarize collectors who prefer a more discreet approach to luxury.

5. Price Point and Value Perception

   The luxury watch market is inherently tied to notions of value, and some collectors argue that Hublot’s price points do not always align with the perceived value of their timepieces. The use of unconventional materials and avant-garde designs, while driving up production costs, may not resonate with collectors who prioritize the intrinsic value and craftsmanship associated with traditional luxury watches.

6. Association with Jean-Claude Biver

   Jean-Claude Biver, a prominent figure in the watch industry, played a significant role in Hublot’s revival and ascent to prominence. However, his charismatic and outspoken persona has also been a point of contention. Some collectors appreciate Biver’s contributions to the brand, while others find his marketing strategies and public appearances divisive, influencing their perception of Hublot as a whole.

7. Evolution vs. Tradition

   The watch collecting community often finds itself divided along the spectrum of embracing innovation versus revering tradition. Hublot’s emphasis on pushing the boundaries of watch design and technology appeals to those who seek evolution in the industry. However, for collectors who cherish the timeless elegance of traditional watchmaking, Hublot’s departure from classic aesthetics can be a point of contention.


The love-hate relationship that many watch collectors have with Hublot is a complex interplay of design philosophy, brand image, and the evolving landscape of the luxury watch market. While some enthusiasts celebrate Hublot’s avant-garde approach to design, material innovation, and marketing strategies, others remain steadfast in their adherence to traditional horological values. Ultimately, the debate surrounding Hublot reflects the diverse preferences within the watch-collecting community and underscores the subjective nature of luxury and style in the world of horology.

I'm Antonia, a copywriter with over five years of experience in the industry. I find joy in exploring a wide array of topics through my writing. It's my passion to create engaging and compelling content that resonates with readers.
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