Hublot
Creating a Premium Digital Experience
When I began working with Hublot, the luxury watchmaker's digital presence failed to reflect the exceptional craftsmanship and premium positioning of their physical products. Despite their reputation for innovation in watchmaking, their website offered a generic e-commerce experience that neither conveyed their brand heritage nor facilitated the discovery of their meticulously crafted timepieces. As Group Creative Director at Huge, I recognized the opportunity to establish a digital expression worthy of Hublot's luxury status. Leading specialized design teams, I orchestrated a comprehensive reinvention of their digital experience—elevating every touchpoint from navigation to service requests to create an online journey that authentically translated the brand's white-glove approach into the digital realm.
Key Achievements
Reimagined premium digital experience across multiple touchpoints.
Created intuitive navigation system for complex product catalog.
Developed streamlined store locator with multiple user flows.
Designed multi-step repair service experience reflecting luxury standards.
Implemented mobile-first design strategy with enhanced discovery.
Role
As Group Creative Director, I provided art direction, UX direction, copywriting direction, and content strategy while maintaining technical partnerships with development teams and managing client relationships throughout the project lifecycle.
Task
I was tasked with directing design teams to reimagine Hublot's navigation system, search functionality, store locator, and create a premium repair service experience that would reflect the brand's white-glove approach.
Action
Leading the creative strategy, I implemented a mobile-first design approach with enhanced navigation patterns and tabbed search results. My team crafted multiple user flows for the store locator and designed a multi-step repair service process with clear visual confirmation stages to reinforce the premium service experience.
Result
The improved digital experience enhanced product discovery and e-commerce performance while delivering a premium service platform that authentically represented Hublot's luxury positioning, creating digital touchpoints that finally matched the exceptional quality of their timepieces.
Navigation Enhancements
Smart Search Enhancements
Store Locator Improvements
Client’s Watch Repair Service
Elevating Hublot’s Digital Campaigns
Hublot's premium timepieces demanded equally premium digital campaigns. Our approach balanced brand consistency with creative flexibility through a sophisticated diptych pattern showcasing both emotional storytelling and technical craftsmanship. This framework successfully adapted across diverse releases—from the precision-focused Unico Movement to Daniel Arsham's artistic Droplet collaboration to the celebrated Big Bang 20th Anniversary at Watches of Wonders Geneva. The result was a cohesive yet distinctive digital presence that preserved Hublot's luxury positioning while driving meaningful engagement across all product launches.