The French name, Swiss watchmaking company, owned by an Italian - so who is behind the company?
Carlo Crocco. The watch entrepreneur and founder of the Hublot - worked in the family watch making and watch selling business. However he preferred his own ideas and designs and wanted to create his own watches in a style not seen before.
You might not have heard his name, or seen him in the press too often. He’s a discreet quiet man, by all accounts happier at home with his family, pets and beloved Volvo than doing anything flashy like flying in private jets or giving glamorous interviews.
At the 1980 Basel Watch Fair he was stood behind a stand with his now famous Hublot design - minimalist, porthole design, large gold case with screws on the bezel and a distinct rubber strap. He had no idea if the idea would be loved or hated.
He’d spent three years doing his research on how to create a watch that was defined and yet understated, comfortable but fabulous looking. He did something no other watch brand had done - create an entire brand around one single design, one image, one shape. Giving him instantly a strong identity.
It was the previously unknown improbable joining of black rubber to fine gold that caused a stir- in fact the rubber straps on all watches and bracelets you see today, have Carlo to thank. He invented it, he worked with tyre manufactures to get it exactly how it needed to be - right down to add a tiny scent of vanilla to mask the harsh smell of rubber.
That and the fact the shape is so recognisable, even at a great distance through a paparazzi lens, making it become the most have accessory of the ‘in crowd’ in Italy almost overnight.
Oh, plus the fact King Constantine of Greece purchased one for his brother-in-law - none other than King Juno Carlos of Spain. Seeing the brand on the good looking, yacht racing, young monarch did the Hublot no end of favours, much faster than any PR stunt could have.
Did you know such is the strength of his watch design, that the model name - Hublot is the name of the watch model - is so much stronger than the actual company’s name that most people have no idea who MDM are.
He did try another watch model, in 1988 the company introduced Thorr. A bubble shaped chronograph on a kevlar strap. It wasn’t to be, and after just five thousand pieces were made, they admitted to themselves it was better to keep to one shape, one model and that’s exactly what they have continued to do.
Whatever the long term plan it's certainly working. They had held the number two slot in Spain for luxury watches for years, sitting only behind Rolex. They are huge across the world, with new stores and interest in Russia, and Japan. Most collectors like to have a Hublot in their collection as its so very different from the Rolex or the Omega. Its a bit of a 'marmite' watch - granted there are certainly a lot of watch collectors who love to hate the Hublot, but Carlo says no press is bad press, and they are still talking about the watch all over town.