The advantage of authentic ambassadors
Focusing on the intersection of entertainment, sport and culture has been keen to building the Hublot brand. Biver noted that as the brand’s customers attend a diverse range of sports from Formula 1 to football or a Miami Heat game, it makes sense for the brand to partner with a diverse range of athletes and creators from beyond the world of sport.
Biver also revealed that Hublot ambassador Diego Maradona, the Argentine footballer, always wears two watches, one on either wrist. The back of each watches features engravings of each daughter, with each set to the time zone of the country each daughter lives in.
“The perfect ambassador is one that has a relationship with the brand; it is not just about the money,” he noted. Revealing how important this emotional connection is he shared how football manager Jose Mourinho always wears the same watch because it is the watch he won The Champions League wearing.
The experience economy
Busting the myth that consumers look to the watches in a functional way, primarily to tell the time, Biver instead asserted that “the day we sell watches we are dead.” He noted, “Who is buying a watch like this to see what the time is? You buy a watch to look at a beautiful watch.”
He shared how he began his career selling watches in Germany, only to face confusion from potential buyers when he turned up at sales meetings without any product; he first wanted to tell the story of the brand, the craft and the passion behind the watches.
He explained, “A brand must have a message, a strong philosophy. We must sell design, beauty, fashion and art,” he explained. Noting that simply selling a product, rather than an experience, is a dead-end.
As Biver’s experience underlines in an era in which marketers are all too often enthralled with the rise of technology; craft, creativity and intuition can provide the ultimate competitive advantage.