By Robert Johnston

If you want proof that you can find success by having one good idea and taking it to its logical conclusion, look no further than Hublot. This Swiss watch brand has built its enviable reputation on offering less but better, rather than simply more. Fast approaching its fourth decade, Hublot is now part of the LVMH group, but is still true to its original concept.

As founder Carlo Crocco once said: “My aim was to create one brand around one image, one watch. And it was very strong, because at the time the other Swiss watch companies had more than 200 models, so they did not have a strong identity.” Crocco’s idea was to introduce the world’s first ever watch in precious metals with a rubber strap. And the design was revolutionary. The name Hublot itself is French for porthole, and that is how the company came up with one of the most immediately recognisable faces in the horology business.

But the greatest success for Hublot came when it launched the Big Bang range, created by watch guru (and now Hublot CEO) Jean-Claude Biver for the brand’s 25th anniversary in 2005. While remaining true to the concept of the porthole face and rubber strap combination, the update breathed new life into the product, and produced one of the most iconic watches of recent years. At this year’s Basel Watch Fair, Hublot introduced a number of new variations on the design. GQ’s favourite was the Big Bang King All Black Blue, which has taken the concept a step on, with its striking colour combination and the blue alligator strap injected with black rubber on the inside. And, with a 48mm black ceramic case, it truly is a monster. There’s nothing understated about this watch, so go on – make a bang with your bucks.

At Marcus. 170 New Bond Street, london W1.

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