Hublot
Elevating Hublot's Digital Campaigns
In the competitive luxury watch market, Hublot faced a significant challenge: how to maintain brand consistency across diverse product launches while creating distinctive digital experiences worthy of their premium positioning. As Group Creative Director at Huge, I identified the need for a flexible yet cohesive campaign framework that could accommodate everything from limited editions to flagship collections without diluting Hublot's distinctive brand voice. Leading specialized design teams, I developed a versatile digital template system that balanced artistic expression with conversion optimization—creating a framework that showcased each unique collaboration and innovation while maintaining the unmistakable Hublot aesthetic across all digital touchpoints.
Key Highlights
Developed a robust template system for 3 major product launches (2024-2025).
Implemented diptych pattern balancing brand imagery with product details.
Successfully launched Unico Movement collection (2024).
Created unique experience for Daniel Arsham's Droplet pocket watch (2024).
Designed Big Bang 20th Anniversary campaign for Watches of Wonders Geneva (2025).
Role
As Group Creative Director, I provided creative leadership across art direction, UX direction, content strategy, and copywriting while fostering collaboration between design teams, developers, and client stakeholders to ensure exceptional execution.
Task
I was tasked with creating a dynamic template system for campaign announcements that could be customized for different product launches while preserving brand consistency and driving conversion.
Action
Directing the creative development, I established versatile templates with a distinctive diptych pattern balancing brand imagery with product details. My team incorporated mixed media elements and designed visual journeys that guided customers toward product discovery while maintaining Hublot's luxury positioning throughout the experience.
Result
The campaign framework successfully supported three major product launches including the Unico Movement collection, Daniel Arsham's Droplet pocket watch, and the prestigious Big Bang 20th Anniversary campaign for Watches of Wonders Geneva while preserving Hublot's premium brand consistency across all digital touchpoints and driving measurable increases in engagement and conversion.
Big Bang 20th Anniversary (2025)
Creating a Premium Digital Experience
Elevating luxury watchmaker Hublot's digital presence demanded the same meticulous attention to detail found in their exceptional timepieces. While their physical products embodied innovation and craftsmanship, their website offered a generic experience that failed to capture the brand's premium positioning. Our transformation went beyond visual refinement to reimagine the entire digital journey—from product discovery to service interactions. By implementing sophisticated navigation patterns that simplified complex product catalogs, developing contextual search functionality, and designing a white-glove repair service experience with clear confirmation stages, we created digital touchpoints that finally matched the exclusivity of the in-store experience. The mobile-first approach ensured the premium feeling translated across devices, while streamlined store locator features connected digital exploration to physical retail environments. The result was a cohesive digital ecosystem that not only enhanced e-commerce performance but authentically conveyed Hublot's heritage of precision and luxury—proving that exceptional craftsmanship extends beyond watchmaking into thoughtful digital experiences.