From limited editions to GCC collector trends, Hublot’s regional chief reveals why the brand’s fusion of innovation, culture and craftsmanship keeps the Middle East at the heart of its global growth
How would you describe the Middle East’s relationship with Hublot, and what makes this region such a strong market for the brand?
The Middle East has embraced Hublot in a very natural way. People here appreciate confidence in design and watchmaking, and they’re not afraid to choose pieces that make a statement. That aligns closely with our spirit. What really stands out in this region is the enthusiasm for bold creativity and for brands that bring something fresh to the table. At the same time, clients value personal attention. The relationships we build through our boutiques, our events and our partners matter just as much as the watches themselves. When you combine that passion for aesthetics with a strong culture of loyalty, it creates a market where Hublot feels completely at home.
Hublot is known for the Art of Fusion. How is innovation influencing what clients in the GCC are looking for today?
Innovation is no longer a novelty; it’s an expectation. Clients in the GCC want something that feels original, whether it’s new materials, engineering, or a design language that stands out. The Art of Fusion gives us the freedom to combine tradition with unexpected ideas, and that resonates strongly here. Collectors today are very informed. They want to understand the story behind the material, the movement, and the creative choices. When innovation feels authentic and grounded in real watchmaking, it adds a layer of pride to the ownership experience.
The region has a strong culture of limited editions and special collaborations. What do you prioritise when developing Middle East exclusives?
The first question I ask is whether the piece makes sense for the region and for the brand. A limited edition has to feel meaningful, not decorative. We try to capture something that reflects local culture or taste, but we avoid clichés. Instead, we look for color palettes, materials or complications that speak to how people here wear watches. And then we keep the editions very tight. Exclusivity only works if the piece is rare, desirable and relevant in the long term. The goal is to create a watch that someone will still be proud to wear ten years from now.
How are buyer preferences evolving across the GCC, especially among younger luxury watch collectors?
Younger collectors are reshaping the market. They’re bold in their choices, very informed, and they often buy based on personal expression rather than heritage alone. They’re open to unconventional designs and materials. They also value transparency and a strong narrative. Digital engagement plays a big role; many of them discover us on social platforms before they ever walk into a boutique. What’s interesting is that they still care deeply about craftsmanship and authenticity. They simply want it presented in a way that feels contemporary.
Hublot continues to invest in boutiques and client experiences worldwide. What does the next phase of retail look like for the brand in this region?
The future of retail here is about intimacy and depth. Our boutiques will continue to evolve toward more personalised environments where clients can slow down, explore the collections and enjoy a genuine conversation. We’re also investing in private salon experiences and curated events that allow us to build long-term relationships. The physical boutique remains central, but it now works hand in hand with digital touchpoints. Clients expect a seamless journey, whether they start online and finish in store or the other way around.
The Middle East hosts significant cultural and sporting moments. How do partnerships in art, design, and sport support Hublot’s growth here?
These partnerships allow us to speak the same language as our clients. Art, design, football, sports… these are passions that bring people together in this region. When we collaborate with an artist or stand beside a major sporting moment, it’s not only visibility. It’s belonging. It shows that we share the same energy and optimism as our clients. And it gives us opportunities to create experiences that go far beyond the product itself, which is what ultimately builds loyalty.
What leadership qualities are essential for managing a brand that thrives on both tradition and disruption?
You need curiosity and the ability to listen. Tradition gives you roots, but disruption keeps you moving. Balancing both means staying open to new ideas while protecting the integrity of the brand. It also requires clarity ; teams want to know where we’re going and why, and in a creative environment like Hublot, you need to empower people. When the team feels trusted, they push boundaries in the right direction. Finally, humility is important, and in a fast-moving world, no one has all the answers, so you have to keep learning.
Looking ahead, where do you see the most significant opportunities for Hublot as the Middle East luxury landscape continues to expand?
The growth of the region is creating new communities of collectors, especially in Saudi Arabia and among younger entrepreneurs across the GCC. There’s a strong appetite for contemporary luxury, which plays directly to our strengths. I also see opportunities in deepening relationships through private events, exclusive editions and a more curated retail footprint. And finally, as cities in the region continue to position themselves as global cultural hubs, we can amplify our presence through partnerships that connect watchmaking with art, sport and innovation. The momentum here is incredible, and Hublot is well placed to grow with it.