Watchmaker Hublot and Ferrari Announce Exclusive 5-year Partnership

Hublot has been named the exclusive watchmaking partner of Ferrari replacing Panerai. The partnership, announced by Jean-Claude Biver, CEO of Hublot and Luca Cordero di Montezemolo, President of Ferrari SpA, commenced at the Ferrari World Finals at Mugello on November 5. Hublot will now appear alongside Ferrari in all of the carmaker’s events as “Official Watch” and “Official Timekeeper.”

As noted by Autoweek, Hublot becomes the fourth luxury watchmaker granted the honor of adorning the iconic Ferrari prancing horse emblem, joining Girard Perregaux (Ferrari Collection 1994 to 2004), Panerai (“Ferrari engineered by Panerai” 2005-10) and Cabestan (2010 Scuderia Ferrari One, a very limited-edition, one-off project). When asked to comment on what many in the watch industry (and consumers) perceive as Panerai’s conspicuous failure as Ferrari’s watch partner, Biver was candid: “I think their collection was too big. Which equates to a big investment, big inventory and ultimately big risk. Hublot and Ferrari will start out slower.” He continued, that ultimately Panerai’s lack of success was really the result of the collaboration’s deficiency in “substance.” “It had no Ferrari DNA,” he said. “It was a marketing relationship, it was 100 percent Panerai DNA with a Ferrari logo on the dial.”

Luca Cordero di Montezemolo, President de Ferrari S.p.A, commented: “Exclusivity, technology, passion, style: Hublot and Ferrari share many core values and this new partnership between two such highly prestigious brands is an important milestone for both. Being here at Mugello with so many of our clients, tifosi and hundreds of stunning Ferraris has provided us with the perfect opportunity to announce the start of an all-round collaboration that will see Hublot flanking us in our activities in the coming years”.

“This collaboration, rich in a host of synergies, gives Hublot a massive boost along the road,” added Jean-Claude Biver, CEO of Hublot.