Ok, let's dispense with any hype and get down to it. 60 per cent of watches are sold on a bracelet and this is a fact that Hublot are finally set to take advantage of with the Hublot Big Bang Integral, a new collection, freshly launched at the LVMH fair in Dubai in early January. But first, if we've set a tone of #realtalk, let's address a glaring contradiction. Doesn't the very concept of a Hublot Big Bang with a metal bracelet jar with the original vision for the Big Bang? Which was to demonstrate the 'Art of Fusion' by attaching a rubber strap to a precious-metal case? A quarter of a century later, the model has grown into such an entity in its own right that it can now evolve without letting the original concept down in any way, opening the way for the Hublot Big Bang Integral. A Hublot Big Bang with a metal bracelet was always going to happen, regardless of the popularity of the original version. However the reason for the long wait (this single component has taken no less than three years of exhaustive research and development) is telling. Because it couldn't just be any…

The post How could a humble watch bracelet win a watch fair? The Hublot Big Bang Integral just did exactly that, but why? How? appeared first on Time and Tide Watches.

More...