Since stepping into Hublot’s top role, Julien Tornare has brought with him the perspective of a seasoned watch executive shaped by leadership at traditionally purist maisons such as Vacheron Constantin and Zenith. Yet even with that deep industry background, he says he was positively surprised by the level of Hublot’s watchmaking expertise—an often overlooked strength beneath the brand’s more visible reputation for innovation, materials, and disruption.
Now, as CEO, Tornare’s mission is clear: to sharpen that perception by elevating awareness of Hublot’s serious horological credibility while preserving the creativity and boldness that define its DNA. In this conversation, he reveals how that vision will come to life through a multifaceted strategy. From leveraging Jung Kook’s appointment as Global Brand Ambassador to broaden desirability and cultural relevance, to a renewed focus on the heritage and founding story that underpin the maison, Tornare is not simply shaping Hublot’s next chapter, but redefining how its full identity is understood.
During your first years at Hublot, what did you come to appreciate that you hadn’t fully realised before?
Hublot has always been known for innovation. We are particularly recognised for materials. When we talk about sapphire or ceramic, Hublot is one of the few brands that produces them fully in-house. You can visit our manufacture and see how we grow sapphire, create vivid ceramics, and develop multi-coloured ceramics ourselves. Many brands use these materials, but we make them.
At the same time, craftsmanship is equally important. Coming from houses like Vacheron Constantin and Zenith, brands often considered more purist, I was positively surprised by the depth of Hublot’s watchmaking expertise. The reality is, we simply haven’t spoken enough about it. My role today is to create that balance. We need both innovation and horological legitimacy.
Innovation is part of Hublot’s DNA but innovation must constantly be fed. The moment you think you’ve done enough, other brands begin catching up. So we must continue pushing forward. This year, you’ll see many new product developments that clearly prove innovation at Hublot is a never-ending story.
What made Jung Kook the right choice for Hublot’s next chapter?
At the end of the day, watches are about emotion and Hublot is a very emotional brand. For me, there are three major emotional drivers in life: sports, art, and music. Hublot has always been strong in sports. Art has also been central to our collaborations. But I really wanted to reinforce our position in music.
This isn’t entirely new for us. We’ve worked with musicians before, from Depeche Mode to DJ Snake, but I wanted to make a powerful statement in the music world. We could have chosen an American or European artist, but I also wanted balance in terms of market and cultural direction. Asia, and especially South Korea, has become an extraordinary force. South Korea began regionally, then expanded globally through K-pop culture. Jung Kook, and BTS more broadly, represent that worldwide impact.
Jung Kook himself was a natural fit. He has a powerful personality, extraordinary talent, and what I call a true fusion of abilities: singing, dancing, stage presence, expression. That aligns perfectly with Hublot’s own fusion of watchmaking, creativity, innovation, and emotional power. And importantly, he also wanted a brand that was expressive. He wasn’t going to choose a quiet, conservative maison. He wanted something dynamic, so it was a very authentic match on both sides.
What was your personal impression of him before meeting in person?
I’m incredibly impressed. At such a young age, he has already built an extraordinary career while mastering so many disciplines. That level of success doesn’t happen without immense dedication and hard work. I’m also fascinated by how he, and BTS as a whole, connect meaningfully across so many different cultures around the world.
What do you hope this partnership brings to Hublot globally?
Awareness, visibility, and above all: desirability. Desirability is the key word in luxury because luxury by definition is not about necessity. It’s about desire. But beyond visibility, authenticity matters most. I need to feel genuine engagement from both sides. Consumers immediately sense when something feels artificial. With Jung Kook and his team, the connection felt natural very quickly. That authenticity is what people will feel in this collaboration.
How do you believe Jung Kook will reshape the way new generations relate to luxury watchmaking?
What’s interesting is that Jung Kook doesn’t only speak to one generation. In Europe, we sometimes assume K-pop is primarily for younger audiences but his reach is far broader than that. He gives us access to a wide spectrum of people. Existing Hublot enthusiasts will appreciate the brand’s dynamism, while those unfamiliar with Hublot may discover us through him and begin to understand why this collaboration makes sense. For me, Jung Kook is someone actively shaping the future of music and performance, just as Hublot pushes the future of watchmaking. Both music and watchmaking can become too traditional if they stop evolving. What we share is the ambition to move things forward.
Is there potential for a future Jung Kook watch collaboration?
Potentially yes, but not immediately. With Jung Kook, the first step is emotional alignment with the brand. Right now, he is first and foremost Hublot’s global ambassador. Over time, we’ll see how deeply he connects with the watches. What he likes, what resonates with him. Then perhaps something more product-focused could happen.
Which Hublot timepiece introduces Jung Kook as Global Brand Ambassador, and what made it the right starting point?
The Big Bang. When beginning this relationship, it was important to start with the essence of Hublot. That could have been Classic Fusion or Big Bang, but I chose the Big Bang because it represents the 21st century. More specifically, we chose the new Big Bang Original. It captures the soul of the original Big Bang launched by Jean-Claude Biver 21 years ago, while incorporating everything we’ve developed since, from the Unico movement to One Click. It is the perfect starting point.
And what can we expect from Hublot this year?
Today, Hublot is 46 years old. We are still young compared to centuries-old maisons, but that youth is also our advantage. It has allowed us to accumulate an incredible amount of innovation, energy, and cultural relevance in a relatively short time.
The year 2026 is about combining all of it: our watchmaking expertise, our disruptive creativity, our future, and now our roots. This year, for the first time, we will truly talk about Hublot’s origins. Why the brand was born, what Carlo Crocco envisioned, and how those foundations still shape us. That combination is what makes Hublot unique.
