When asked why Hublot has been having a field's day playing with colours—it previously introduced green Saxem and orange sapphire—Guadalupe chalked it down to the desire "to create something different. That's how we differentiate ourselves from our competitors. And of course, we also want to be the leader in material innovation, be it ceramic, sapphire, or carbon fibre. If we don't innovate, we can be in trouble. Our customers obviously love what we do so that's why we continue."

Limited to 50 pieces, the Big Bang Tourbillon Automatic in Saxem yellow neon is powered by an automatic manufacture calibre with 72 hours of power reserve.

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Hublot chose the warm hues of sunset for its third and latest collaborative piece with Sorai (Save Our Rhinos Africa India), an organisation dedicated to saving rhinos from extinction at the hands of poachers. Founded by its ambassador and former professional cricketer Kevin Pietersen, the openworked dial of the new Big Bang Unico Sorai Time for Rhinos evokes colours of day turning into night, namely orange, purple, and pink.

The choice of sunset is apt considering poachers tend to work at night, using the darkness to cloak their heinous activities. The case is a rustic ceramic grey, mimicking the colour of the rhino's skin. It is polished and micro-blasted for a refined finish. The Unico chronograph comes with two straps: a camouflage rubber strap in black, purple and orange, and a grey fabric strap.

See also: Hublot collaborates with Murakami on 2 NFT artworks

Even for a collaborative project like this, Guadalupe stresses the importance of "creating a nice watch". As proceeds from the sale of the watch, which is limited to 100 pieces, will go to support Sorai's cause, it is important that people find it appealing enough to purchase. "You always try to find angles and ideas to tell a story. And we want to convey it strongly."

As with any collaboration, you want it to be with the right partner. "We have to be convinced that it's a real project, that we can see things moving in the right direction. I met Kevin when Hublot sponsored the Cricket World Cup and what he told me about his project was very interesting," said Guadalupe.

Hublot is recognising the importance of contributing to a sustainable future for our planet, especially after the Covid scourge. Supporting an organisation like Sorai is a crucial part of the process. "As a luxury brand, we have to be responsible ecologically as well," Guadalupe reiterated. "That's also why we became a partner for the Polar Pod expedition to explore the Southern Ocean surrounding Antarctica."

The zero-emission, ecological vessel designed by explorer Jean-Louis Etienne will conduct oceanic research for a span of three years in an effort to better understand our planet. 

Guadalupe points out that the new Hublot manufacture, scheduled to be completed in 2025, will be committed to zero-carbon emission. "We want to be sure we make a real impact (in the industry)."

He mused: "A mechanical watch is very sustainable because you keep it for life; you don't really just throw it away. What we do throw away are the merchandising material and the packaging. We have to come up with a more sustainable way, for instance making 100 per cent sustainable watch boxes which we will reveal this spring."

Having been the CEO since 2012, Guadalupe was asked to reflect on his greatest achievement so far. "I would say I have created a real manufacture where we create our own movements like the Unico; I'm really proud of this chronograph. I'm also proud to have our own research and development department, our own workshops for ceramic and sapphire.

"It has taken us 10 years to reach this stage, and it will probably take us another 10 years to fully verticalise our production, which is why we're building this new manufacture. It's not to double the production of our watches but to double the production of our in-house movements and also cases with very technically advanced materials."

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