When audacity, emotional marketing, and customer experience reinvent luxury

In this new episode of the Luxury Podcast, I had the honor of hosting Julien Tornare, CEO of Hublot, a Swiss watchmaking house that has become a global phenomenon in just a few decades. An inspiring, unfiltered conversation that explores the art of building a cult brand when one refuses to follow the rules of traditional luxury.

From a passionate athlete to an international leader

Born in Geneva, Julien Tornare grew up in the world of watchmaking. A sports enthusiast, it was through water skiing, which he practiced at a high level, that he opened up to the world and learned the taste for challenge. After studying economics, he began his career at Raymond Weil as an Area Sales Manager. He quickly distinguished himself through his understanding of the field and a unique international journey.

He then joined Vacheron Constantin, where he spent 17 years, successively developing Europe, the United States, and finally all of Asia, which he managed from Hong Kong. This multicultural immersion shaped his leadership and his knowledge of luxury watchmaking. He then became CEO of Zenith, which he successfully modernized and relaunched before taking the helm at Hublot a year ago.

A young house… and already iconic

Unlike historical Swiss Houses, Hublot has only 45 years of history. No century-old heritage, no dusty tradition: it has been built with audacity and intuition, conceived by its founder Carlo Crocco in 1980.

It was the first to merge gold and rubber, to assert a modern brand language, to adopt a disruptive marketing, and to collaborate with global sport icons such as Novak Djokovic, Usain Bolt, Kylian Mbappé, and Patrick Mahomes (NFL).

A formidable and assertive marketing strategy

More than a brand, Hublot is state of mind.

Julien Tornare explains how their strategy has been built on:

• a strong emotional storytelling, particularly through sports

• a clear positioning in the face of criticism,

• and a powerful identity:  breaking the codes while mastering watchmaking know-how.

Because contrary to popular belief, the House does not rely solely on its image: it develops its own in-house movements (Unico, Meca-10, MP-11…), produces in Switzerland, and invests heavily in mechanics.

The community above all: customer experience as a signature

For them, luxury is not static or distant; it is alive and human.

Julien shares how they cultivate a sincere relationship with their clients and partners, through memorable experiences aimed at celebrating and gathering their community of Hublotistas. Every event, every meeting, every attention strengthens the trust between clients and the House and the strong emotional bond.

What you will discover in this episode

• The international journey of Julien Tornare and his vision to give Hublot the place it deserves in luxury watchmaking

• How this iconic brand is built, without a century-old heritage

• The importance of disruptive marketing, and how Hublot managed to stand out

• How Hublot brings together its beloved community of Hublotistas

• The behind-the-scenes of the new Manufacture in Nyon that will host timeless customer experiences

• Exclusive anecdotes from a profoundly human CEO

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🎧 Episode available on Wednesday on all listening platforms.