One watch brand not short on out-there ideas is Hublot. Despite closing in on its 45th birthday, it is still regarded as the enfant terrible of the luxury watchmaking biz*. With its Big Bang series, it skilfully blends all kinds of weird and wonderful materials including ceramic, cermet, Kevlar, tungsten, magnesium and rubber into shamelessly hench watches beloved of millionaires and sportsmen, and especially millionaire sportsmen. It’s MP** series is the place to see its nuttiest creations.
”If Hublot was to introduce an AI-designed watch, would it make a virtue of it? Or would it hide behind it?“I don’t know,” Guadalupe said. “It came up with ideas where it incorporated some complications from other brands, where we can see it was inspired by a Grubel Forsey, for example. But really – the results were ‘wow!’ Because if you ask a designer in the company to do that, it will cost you a fortune! And that was for free! And it showed me ten or twelve products.