Stargazing

Recently we have seen watchmakers like Hublot, Chopard and Greubel Forsey invest in their own manufacturing facilities. Hublot, in particular, presented its first in-house movement in BaselWorld, the UNICO, a flyback chronograph that is fitted onto the brand’s King Power case. The company has also delved into sponsoring large sporting events like the FIFA World Cup, to be held in South Africa this June. Its contract as official timekeeper of the World Cup until 2018 was a decision questioned by many, since football is clearly a mass market sport. Where is the luxury there? But as CEO Jean-Claude Biver explains, it’s all about their long-term goal of reaching future leaders, executives and VIPs; slipping their name into the consciousness of not only a select few, but the largest number of people possible early on.
Indeed luxury is being redefined as we speak. It’s not just about the divide that separates those who can afford it and those who cannot. For an increasing number of watch brands, it is more about bridging the gap. Technomarine, known for its plastic watches set with diamonds, has re- introduced itself this year as haute horology for the greater many, banking on its collaboration with renowned watchmakers for development of more affordable, yet still technically savvy creations.