Swiss watchmaker Hublot has ponied up to be the official watch of Formula 1 racing.
Hublot likely paid handsomely for the opportunity to boast that “Hublot is the official watch maker of Formula 1.” The Swiss watch brand just signed a multi-year deal with Formula 1 (F1) for the right to use their name and create a series of high-end luxury timepieces in order to market the connection. The first model is this Hublot King Power F1 limited edition of 500 pieces watch. While the watch is in all black in ceramic, the F1 logo is in white gold. Not being a F1 fan I can’t say that I much care. Though I do respect Hublot’s tenacity and understanding that proper associations are an important part of selling a luxury watch. Especially given the fact that Hublot has more or less become a one watch brand – with continual regurgitations of the Big Bang. The Power King collection being no exception. I further dislike names like “Power King” that sound like a bad Asian translation of a bad video game. – From James List