Founded in 1980 by Italian entrepreneur Carlo Crocco, Hublot has built its identity around a concept as simple as it is revolutionary: uniting seemingly distant worlds. This is the "Art of Fusion" philosophy, which over the years has become the Swiss brand's signature style, combining gold and rubber, high-end mechanics and contemporary design, watchmaking tradition and pop culture.
Today , the brand, part of the LVMH group , continues to stand out for its strong, instantly recognizable aesthetic, often rooted in sport, art, and international lifestyle. At Watches and Wonders, Hublot has chosen to relaunch this very identity, presenting a series of new products that look to the future without abandoning the codes that have made the brand famous.
Among the most interesting creations seen in Geneva, four models in particular attracted attention for their narrative ability, research into materials, and aesthetic impact.
The first is the new Big Bang Reloaded , the undisputed star of the 2026 collection. Conceived as an evolution of the famous Big Bang, the model reinterprets one of the maison's most recognizable symbols through an even more architectural and skeletonized structure. The new line is offered in different versions—from scratch-resistant Magic Gold to blue or dark green ceramic—and brings the Unico movement to the forefront, almost transforming it into an integral part of the design.
The result is a watch with a strong, technical yet highly scenographic character, faithful to the Hublot style but more mature and essential.
Also very interesting is the Big Bang Reloaded Usain Bolt , created in collaboration with the Jamaican champion. In this case, the watch almost becomes a narrative object: some details recall Bolt's personality and sporting history, including the iconic lightning bolt shape used for the second hand. According to international presentations, the model even integrates a sample of the soil from the athlete's training track, transforming the timepiece into a small manifesto of energy, speed, and personal memory. This approach demonstrates how Hublot continues to push the boundaries between watchmaking, storytelling, and contemporary culture.
Alongside its sporty side, the maison has also revealed its more spectacular and precious side with the Big Bang Tourbillon Impact High Jewellery One Million . Here, time almost disappears behind a spectacular display of precious stones and luminous reflections. It's a watch that belongs more to the realm of haute joaillerie than traditional watchmaking, conceived as an exclusive and highly emotional piece.
While remaining deliberately extreme, this model well expresses Hublot's desire to push beyond the conventional boundaries of contemporary luxury.
Finally, among the collection's most elegant and unexpected new additions, the Spirit of Big Bang Moonphase Impact stands out . The Spirit line's celebrated tonneau case houses a refined moonphase display, creating a compelling contrast between technical aesthetics and poetic appeal. Available in limited editions, including sapphire and All Black ceramic variants, the model maintains Hublot's sporty DNA while introducing a more sophisticated, almost contemplative language. It is perhaps one of the most compelling examples of the brand's recent evolution.
After years of intense experimentation, the brand now seems intent on refining its language, maintaining the boldness that has made it famous while simultaneously seeking greater stylistic coherence and design elegance. In a world of fine watchmaking often tied to tradition, Hublot thus continues to represent a different voice: more contemporary, transversal, and open to dialogue with design, sport, and the visual culture of our time. A vision that, even in 2026, continues to stand out strongly.
