Movements at the top of the Swiss watchmaking food chain are closely observed, so it surprised exactly no one when the LVMH Group executed a series of high-stakes executive shifts over the last few years. Yet even for seasoned industry observers, the trajectory of Julien Tornare remains a masterclass in strategic leadership.

This author first met Tornare directly in 2013 during the inaugural Watches and Wonders exhibition in Hong Kong, back when the future Hublot chief was navigating the classical waters of Vacheron Constantin. When he was tapped to take over Zenith in 2017, he famously inherited what he called a “Sleeping Beauty.” The historic Le Locle manufacture was trapped in a complicated, retrospection-heavy cycle. Tornare woke her up. He reestablished Zenith’s contemporary positioning through the high-octane Defy collection; proved that a brand could honour its heritage without becoming a stagnant museum piece, and vocally campaigned against the arrogance of artificial scarcity.

By the time he moved to TAG Heuer, the mandate shifted. It was not about starting from scratch; it was about taking a volume-driven cultural powerhouse to the “next level” of premium watchmaking. During his brief tenure – highlighted by cultural earthquakes such as the nostalgia-fuelled TAG Heuer x Kith Formula 1 revival – Tornare demonstrated a distinct professional skew: an uncanny ability to merge pop-culture relevance with absolute respect for a brand’s foundational DNA.

Then came the shock announcement: Tornare was named CEO of Hublot.

On paper, the transition from traditional, century-old houses to Nyon’s unapologetic, rubber-and-gold pioneer might seem jarring. But looking closer, everything Tornare has done has led to this. Hublot is a brand born out of disruption, famously acting as the industry’s resident rebel since Carlo Crocco first dared to pair a precious gold case with a utilitarian rubber strap in 1980. Now settling into his role, Tornare parlays with us on his plans to balance Hublot’s explosive, avant-garde identity with a relentless, institutional push toward pure watchmaking credibility.

THE IRONCLAD PROMISE: 5+5 YEARS OF WARRANTY

When assessing a brand’s maturity, one must look past the marketing theatre and look directly at the structural promises made to the consumer. For 2026, Hublot has dropped a quiet bombshell onto the retail landscape: an extension of its standard warranty to a bold 5+5 year framework.

For a brand that previously operated primarily on a standard two-year warranty, the leap is massive. It is an explicit declaration of mechanical maturity.

“The extension to a 5+5 year warranty is a testament to our unwavering confidence in the quality and durability of our timepieces,” Tornare states directly. “This milestone was achieved through years of relentless investment in research and development, stringent quality control processes, and the exceptional expertise of our watchmakers. Every component, every movement, and every watch undergoes rigorous testing to ensure it meets our exacting standards. This extended warranty reflects our commitment to our clients and underscores the reliability and trust that is inherently built into every Hublot creation.”

This move addresses a subtle undercurrent in high-end horology. For years, detractors of contemporary, hyper-disruptive watchmaking questioned whether cutting-edge aesthetics compromised long-term reliability. Tornare’s background at historic mainstays gives him an innate understanding of this consumer anxiety. By expanding the warranty, Hublot is not just defending its product; it is institutionalising its manufacturing advancements.

“Our confidence stems directly from the continuous advancements we’ve made in materials science, manufacturing techniques, and movement precision,” Tornare explains. “Over time, we have systematically enhanced the robustness and longevity of our watches. This bold initiative is a natural progression of our commitment to excellence and a direct reflection of the significant improvements we’ve implemented across our production and assembly lines. We are not just selling a watch; we are offering a long-term promise of quality and performance.”

CULTIVATING THE GLOBAL FAMILY: THE REVIVAL OF HUBLOTISTA

A product’s longevity is only half the equation; the other half belongs to the community that champions it. Throughout his career, Tornare has been renowned as a “people person” who thrives on genuine, face-to-face interaction. At Zenith, he was celebrated for his approachability, regularly holding court with members of his team rather than leading with executive orders, and always making time for retailers and of course collectors.

It makes perfect sense, then, that one of his immediate priorities at Hublot has been the high-energy revival of Hublotista, the brand’s exclusive owners’ club.

“Hublotista is more than just a loyalty programme; it’s the heart of our community,” Tornare says. “It’s a platform designed to deepen the connection between Hublot and our cherished collectors. Reviving it with such energy underscores its importance as a direct channel for us to engage, listen, and offer exclusive experiences to those who share our passion for audacious watchmaking. It’s about building a global family around our shared values of innovation, art, and luxury, making every Hublot owner an integral part of our journey.”

For Tornare, this is not a corporate mandate managed remotely from Switzerland; it is an active editorial methodology. “It’s important for me when I travel to the different markets, to always meet with our Hublotista community and hear their feedback, it’s always so interesting and enriching.”

THE ARCHITECTURE OF INNOVATION: OSMIUM, SAPPHIRE, AND THE GOAT

To truly understand Hublot under Tornare, one must look at the physical manifestations of the brand’s “Art of Fusion” philosophy. Unlike many brands that rely on external suppliers for all the heavy lifting, Hublot stands as one of the rare manufactures maintaining a completely self-sufficient, boundary-pushing in-house R&D team. It is an engine of innovation heavily supervised by watchmaking figures like Mathias Buttet, whom Tornare has pledged to work with closely to transform conceptual magic into viable horological realities.

The 2026 novelties serve as a clear blueprint for this strategy, demonstrating that Hublot’s materials science is unmatched. Take, for instance, the brand’s recent experimentation with osmium – the rarest, densest, and least abundant stable metal in the Earth’s crust – or the breathtakingly complex achievement of setting diamonds directly into synthesized, hyper-hard sapphire crystal cases.

“Our dedicated R&D team is the engine of our innovation, constantly pushing the boundaries of what’s possible in watchmaking,” Tornare notes. “This year’s novelties perfectly exemplify this strategy. The use of osmium, a rare and incredibly dense metal, in our designs showcases our mastery over challenging materials and our ability to integrate them into haute horlogerie with aesthetic brilliance. Similarly, the meticulous setting of diamonds directly into sapphire, as seen at Watches and Wonders Geneva, is a testament to our advanced material science and unparalleled craftsmanship, creating breathtaking visual effects.”

This philosophy extends directly into sports performance. Earlier in 2026, Hublot celebrated tennis legend Novak Djokovic with the launch of the Big Bang Unico Novak Djokovic GOAT edition. The watch featured a groundbreaking composite case made from recycled Head tennis rackets and polo shirts, resulting in a remarkably light, robust timepiece tailored to elite athletic performance.

“Furthermore, the innovative composite integrated in the case of the Novak Djokovic GOAT edition demonstrates our
commitment to exploring cutting-edge materials that offer both strength and lightness, enhancing performance and design,” Tornare adds. “These innovations are not mere embellishments; they are fundamental to our ‘Art of Fusion’ philosophy.”

THE UNBROKEN ICON: BIG BANG RELOADED

The anchoring gravitational force of Hublot remains, unequivocally, the Big Bang. Having recently crossed its major 20th anniversary milestone, the industry wondered how Tornare would handle an icon originally conceptualised under the legendary Jean-Claude Biver. The answer arrived at Watches and Wonders Geneva via the Big Bang Reloaded series.

Rather than executing a nostalgic, backwards-looking retrospective, the Reloaded series treats the Big Bang as an evolutionary canvas. It retains the modular architecture, structural boldness, and unmistakable character of the 2004 original while completely modernising its ergonomic profiles, material integration, and manufacture Unico movement architecture.

“The Big Bang Reloaded series introduced in Geneva is a powerful statement about the enduring legacy and perpetual evolution of our iconic Big Bang collection,” says Tornare. “Following its anniversary, this series is not just a look back, but a forward looking reinterpretation. It communicates that the Big Bang, while remaining true to its essence, is continuously being refreshed and reinvented. It signifies our commitment to maintaining the core identity of the Big Bang – its bold design and innovative spirit – while infusing it with contemporary aesthetics and technological advancements. This direction underscores our brand’s ability to honour its heritage while relentlessly innovating for the future.”

FINE WATCHMAKING CODES VS. AUDACIOUS CHARACTER

One of the most compelling tensions of Tornare’s appointment is how his deep-seated appreciation for traditional haute horlogerie codes will interact with Hublot’s polarising and loud identity. In classical watchmaking, prestige is dictated by traditional
complications: the perpetual calendar, the tourbillon, or the split-seconds chronograph. Hublot’s current catalogue, while technically proficient with its in-house Unico flyback chronographs and Meca10 calibres, has traditionally skipped standard executions of traditional high complications like the perpetual calendar.

Furthermore, the current market trend has leaned toward classical down-sizing – smaller, thinner, vintage-inspired dress watches. We asked Tornare directly: Are his passion for fine watchmaking codes and Hublot’s oversized, disruptive character inherently compatible? Will we see a Small Bang?

The answer to the second is an unyielding no.

“Absolutely, these two drives are not only compatible but symbiotic,” Tornare says, in relation to the first question. “Our passion for fine watchmaking codes is expressed through our meticulous craftsmanship, in-house movements, and the pursuit of horological excellence. However, this is always filtered through the distinctive lens of Hublot’s identity – our Art of Fusion, our bold designs, and our pioneering use of materials. We do not create a Small Bang because our identity is about impact and presence.”

When it comes to high complications, Tornare is clear that Hublot will not play the role of a traditionalist copycat simply to appease classical purists. If Hublot tackles a mechanical complication, it must be reimagined from the ground up to match the brand’s high-octane character.

“Regarding complications, while we appreciate traditional haute horlogerie, we choose to innovate in ways that align with our
character,” Tornare reveals. “We focus on complications that reflect our ethos of performance and dynamic design, often reinterpreting them with a contemporary Hublot twist. Our journey includes developing unique complications that speak to our pioneering spirit, rather than simply replicating established ones.”

CULTURAL SYMBIOSIS AND THE HORIZON OF TIME

Beyond mechanical gear trains and sapphire crystals, Hublot has built an empire on its external partnerships across contemporary art, world-class sports, and pop culture. These are arenas that Tornare knows intimately; his historic partnership with Kith at TAG Heuer proved that he understands how to capture the cultural zeitgeist.

Looking ahead, he views Hublot’s lifestyle footprint not as a corporate marketing tool, but as a living extension of what happens inside the Nyon manufacture.

“Our future in sports, art, and pop culture is vibrant and expansive,” Tornare shares. “These partnerships are integral to the Hublot universe as you know, allowing us to connect with diverse audiences who share our values of excellence, passion, and innovation. In sports, we will continue to align with top-tier athletes and events that embody our philosophy of doing things differently and always challenging conventions. In art, we will foster collaborations with visionary artists, pushing boundaries and creating horological masterpieces that blur the lines between timekeeping and artistic expression. These realms are not marketing channels; they are extensions of our brand identity.”

We stand at a fascinating precipice in modern watchmaking. The industry is transitioning out of an era defined by enforced scarcity and vintage-reissue safety blankets. What follows might be a brave new world where emotional connection, technological utility, and striking individuality reign supreme. Or the ancient regime might yet hold out.

When asked what the final frontier looks like from the CEO’s chair at Hublot, Tornare encapsulates a vision that perfectly bridges his past achievements with the brand’s explosive future.

“To us at Hublot, the future of watchmaking is an exciting fusion of tradition and audacious innovation,” Tornare concludes thoughtfully. “It will be characterised by an even deeper exploration of advanced materials and personalised experiences for collectors and our Hublotista community. We envision a future where watchmaking continues to captivate and impress our clients, while embracing cutting-edge technology to enhance performance, durability, and emotional connection. It’s a future where watches are not just instruments for telling time, but powerful statements of individuality, craftsmanship, and a commitment to pushing the boundaries of what’s possible, all while preserving the precious human touch that delivers emotions.”

With a secondary manufacture on the horizon, an ironclad 10-year warranty promise in play, and an R&D department operating at full throttle, Julien Tornare is not just guiding Hublot into the future – he is ensuring that the rebel of Nyon remains exactly where
it belongs: steps ahead of the rest.

This story was first seen as part of the WOW #84 Summer 2026 issue.

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