Hublot Signals Strategic Reset as New CEO Ends FIFA Partnership
Hublot is entering a new strategic phase under its recently appointed chief executive Julien Tornare, who has moved quickly to put his own stamp on the brand by ending one of its most visible global partnerships – the long-standing sponsorship agreement with FIFA.
Julien Tornare, who has led Hublot since September 2024, represents a marked contrast to his predecessor Ricardo Guadalupe, who ran the brand from 2012 following the departure of Jean-Claude Biver.
With nearly three decades of experience in Swiss watchmaking – including 17 years at Vacheron Constantin, largely focused on Asia – Tornare brings a more publicly engaged and approachable leadership style that recalls elements of the Biver era.
Ending a High-Profile Sponsorship
The most consequential announcement from Tornare’s first media briefing was Hublot’s decision not to renew its sponsorship agreement with FIFA.
As a result, the brand will not feature at the 2026 FIFA World Cup in the US, unlike its prominent role at the 2022 tournament in Qatar. Tornare cited price–performance considerations as the primary reason, signaling a more disciplined approach to marketing spend.
Football Remains Core, But on Different Terms
Despite stepping away from FIFA, Tornare emphasized that football remains central to Hublot’s brand strategy. The company will continue its partnership with UEFA and intensify its involvement in Latin American football, particularly in Mexico.
Latin America was highlighted as a strategically important growth market, where targeted engagement offers a more attractive return on investment.
Reinforcing Watchmaking Credibility
Beyond sponsorships, Tornare outlined an ambition to strengthen Hublot’s credibility as a serious watchmaker. A renewed in-house movement strategy will coincide with the expansion of the brand’s production campus in Nyon.
The site will also include a 400-square-meter experiential space designed specifically for clients, underscoring a shift toward deeper brand immersion and technical storytelling.
Positioning Among the Industry’s Elite
Tornare’s stated objective is to position Hublot as a culturally self-confident top-tier brand alongside Rolex and Patek Philippe. This ambition reflects a focus not only on visibility, but on long-term brand equity rooted in craftsmanship, innovation, and selective partnerships.
Looking ahead, Tornare identified sport, art, and music as the three pillars of Hublot’s future partnerships. He indicated that significant announcements are planned for next year, suggesting a recalibration rather than a retreat from high-impact collaborations.
Product Momentum at LVMH Watch Week
The first concrete milestone under the new leadership will come at the LVMH Watch Week at the end of January, where Hublot, alongside TAG Heuer, Zenith, and Bulgari, will unveil new products.
For Hublot, this includes a reinterpretation of the «Big Bang» – the collection that once powered the brand’s explosive growth under Jean-Claude Biver and now stands at the center of Tornare’s renewal strategy .
