Key Takeaways:
- Mbappé and Bolt team up for Hublot's Big Bang anniversary, marking the pair's first appearance together.
- Michelin chefs and a host of artists bring flavor and flair to the night, creating an experience that resonates with luxury watch lovers.
- Brands can use celebrity collaborations to reinforce their core values, boost their premium image, and reach a wider audience.
Luxury watchmaker Hublot celebrated the 20th anniversary of its iconic Big Bang model with a high-profile event at Geneva Arena during the Watches & Wonders fair.
This marked the first-ever public appearance together of brand ambassadors Kylian Mbappé and Usain Bolt.
The evening served as a tribute to Hublot's "Art of Fusion" philosophy, which has defined the brand since the Big Bang's launch in 2005.
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Bringing together leading names in sport, music, gastronomy, and watchmaking, the event reinforced the Hublot brand as the intersection of culture and craftsmanship.
According to a press release, Hublot CEO Julien Tornare opened the night with a speech reflecting on two decades of innovation.
"Our icon, the Big Bang, has redefined the codes of contemporary watchmaking.
Twenty years on, celebrating its revolutionary mindset, the Big Bang continues to embody the boldness, innovation and pioneering spirit for which Hublot is renowned."
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The brand ambassadors were joined by football coaches Didier Deschamps and Roberto Martinez, sprinter Mujinga Kambundji, and professional sailor Alan Roura.
Original dishes created especially for the occasion were prepared by Michelin-starred chefs and Hublot partners, including:
- Anne-Sophie Pic
- Clare Smyth
- Yannick Alléno
- Eneko Atxa
- Andreas Caminada
Hublot turned its watch's anniversary into a full-sensory event with the help of experiential marketing.
Influencer partnerships also gave the brand event a big boost, bringing a dose of star power to an already exclusive function.
Big Bang, Big Night
The experience-driven event treated guests to a full evening of entertainment.
Each of the five chefs worked live in individual spaces around the venue, offering a visual and culinary performance that highlighted the sensory world of the Hublot brand.
Renowned mentalist and longtime friend of the brand Lior Suchard wowed the audience with a live act.
Meanwhile, Grammy-nominated DJ and producer Alissia brought the energy up with a funk-R&B-pop set.
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The night's centerpiece was a live performance by Mika, who took the stage in front of a packed crowd for a show tailored to the celebratory atmosphere.
Afterward, Alissia returned to the decks for a late-night DJ set that carried the event into the early morning.
The Big Bang model has long pushed the boundaries of traditional Swiss watchmaking through crossovers with the worlds of fashion, sport, and art.
Intertwining culinary and artistic flair with its brand identity enabled Hublot to create an immersive environment that appeals to a broader audience that values high-end experiences.
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Celebrity appearances never fail to stun a crowd, no matter the event.
Last November, Olympic skier Eileen Gu appeared at Auto China 2024 to promote the Porsche Macan.
Earlier in January, Flavor Flav made a splash at the 2025 Duke's Mayo Bowl.
In the same month, the stars of "Severance" did a viral pop-up performance at Grand Central Station in New York.
