The Biggest Bang to Date

Hublot is one of those brands that doesn’t believe in doing things by halves; so if it’s worth doing, it’s definitely worth overdoing. This is the code Hublot has played by for the last decade since the inception of its iconic Big Bang collection, and its latest venture with a Pop-up Store at Singapore’s Ngee Ann City Civic Plaza was no exception to this rule.

With the Pop-up Store clocking in at a height of seven metres and floor space in excess of 1,050 sq m, it certainly cast an imposing presence that dominated the plaza. Its sheer size effortlessly seized the attention of the countless shoppers who frequent the Lion City’s famous Orchard Road, and visitors drawn to it were treated to a red carpet-lined entrance that would make even the humblest soul feel like royalty.

For all the grandeur of the facade, it paled in comparison to the treasure trove within. To sum it up, the Pop-up Store was a literal temple dedicated to all things Hublot, filled with showcases that presented Hublot’s complete assortment of timepieces, ranging from high complication watches to high jewellery pieces. Numerous interactive displays were also featured, including a holographic projector that allowed visitors to immerse themselves in the brand’s rich history and the world of horology.

More importantly, the Pop-up Store served to celebrate the brand’s many diverse partnerships that helped make it what it is today. In addition to recognising the contributions made by the brand’s numerous ambassadors, such as Brazilian football legend Pelé, Jamaican sprinter Usain Bolt and contemporary artist Romero Britto, Hublot’s CEO Ricardo Guadalupe also took a moment to acknowledge its prosperous alliance with The Hour Glass.

“Hublot loves Singapore! With the help of our long-time partner and leading watch retailer, The Hour Glass, Hublot’s presence has stayed strong in Singapore for more than 30 years and we are honoured to be part of the country’s jubilation as we celebrate our own success with the Big Bang this year,” said Guadalupe as the night’s festivities started.

Shortly after, it was a star-studded showing on the red carpet. Among the international celebrities who showed up was Hong Kong martial artist and movie superstar Donnie Yen, whose arrival sparked a chorus of cheers from the crowd. He effortlessly charmed fans with his humble demeanour and wit; he even tossed in a few spoilers for his latest film Ip Man 3 scheduled to hit the big screen in December.

“There are rumours going around that I broke ‘Iron Mike’ Tyson’s finger in a fight,” Yen began tentatively, as if he was worried that Tyson would materialise out of thin air to settle the score. “This is only half true! In Ip Man 3, we had a climactic battle. While filming this scene, I ‘Wing Chun-ed’ Tyson and accidentally broke his finger. Fortunately for me, Tyson was very gentlemanly about it, because in real life, who can really take him on?”

As the 250 guests stepped inside the Pop-up Store, it became clear that the event would be much more than the usual gala dinner. Dominating the centre of the store was a wrestling ring. Following a cake-cutting ceremony by Guadalupe, Yen, Dr Kenny Chan and Michael Tay of The Hour Glass, a quartet of professional gladiators versed in the art of Lucha Libre – Mexican wrestling – took to the stage to carry out a flamboyant bout. Guests were also allowed to bet on their favourite team, with the winner receiving a lucky draw prize. In the following days, the wrestling ring turned into a Lucha Libre clinic and opened to members of the public to try their hand at the sport.

Following the wrestling match, it was time for cheese. A line of waiters came forth ushering the final course of the meal – a platter of cheese created by Jean-Claude Biver, the chairman of Hublot and president of LVMH’s watch division. The cheese, which was discussed in The Peak’s March 2014 issue, is created from milk sourced from Biver’s own bovine herd. Every summer, Biver would lead his cows through the valleys of the Swiss Alps to graze on mountain flowers, which results in the milk produced being more aromatic and floral in taste.

The Pop-up Store continued to open its doors for 10 more days until 26th August. During that time, countless more visitors would trek through its corridors to be awed and impressed by the scope of Hublot’s activities. With all this exuberance going on, one could see that Hublot’s demeanour is markedly different from those of its peers amidst a dampened economic outlook. Hublot’s strategy remains one of maintaining a high tempo even in tough times.

“It’s in our DNA to always be energetic regardless of circumstance; it’s almost like a religion for us at Hublot,” Guadalupe said in a meeting with The Peak two days after the gala night. “Jean-Claude Biver is a very energetic individual and he transmits this positive energy to all of us to drive us to greater heights of excellence. This is not something you can learn; either you have it or you don’t.”

By extension, Hublot also seeks to transmit this force to all who would behold the brand. In this mission, the pop-up store is being regarded as the ideal and, more importantly, realistic medium of delivery. Compared to a permanent flagship boutique, a pop-up store incurs less sunk-costs and investments, and can also be set up within a much shorter time. “The pop-up store is a fast and effective way of generating a lot of excitement and awareness about the brand,” said Guadalupe. “We were fortunate to have our store located at the heart of Orchard Road, given the high demand for prime locations here.”

Though Guadalupe admitted that a flagship boutique is “a nice thing to have” – Hublot does have its flagship boutique in Marina Bay Sands after all – he also pointed out that a pop-up store is especially useful in places with fluctuating demand. “It can be difficult for a boutique to survive in seasonal areas like resorts. While the main purpose of our Pop-up in Singapore is to create buzz about the brand, going forward we’re going to use this retail vehicle in areas like Aspen, a ski resort in the United States. A lot of fashion brands are already doing this and I think the pop-up store trend is here to stay.”

Guadalupe also said Hublot’s diversity of products is its strength. “Each consumer is a multifaceted individual engaged in lots of different activities, be it art, music, football or Formula One. Consumers are everywhere and it is our objective to be a part of their lives. Wherever they go, Hublot will be there.”