Why It Seems So Many People on the Internet Hate Hublot

Posted by VALLAE GOODS on March 4, 2025

(https://www.watchgecko.com/en-ca/blogs/magazine/affordable-alternatives-to-the-hublot-big-bang)

In the world of luxury watches, few brands have garnered as much attention – both positive and negative – as Hublot. Founded in 1980 by Carlo Crocco, the Swiss luxury watch brand has risen to prominence through its bold designs and high-profile partnerships. With its signature “Art of Fusion” philosophy, Hublot blends traditional craftsmanship with modern aesthetics, creating pieces that stand out in a crowded market. However, despite the brand’s success, there is an undeniable wave of criticism directed toward Hublot from watch enthusiasts, collectors, and online communities.

So, why does it seem like so many people on the internet hate Hublot? To understand this phenomenon, we need to explore various facets of the brand, from its design choices to marketing strategies, as well as how the perception of Hublot has evolved over time. In this article, we’ll break down the reasons behind the negative sentiment surrounding Hublot and discuss whether it’s warranted or simply a matter of personal preference.

1. The Brand’s Design Philosophy: Bold or Over the Top?

Hublot’s design aesthetic has been one of its most divisive features. The brand is known for its avant-garde, bold approach to watchmaking, and its flagship piece, the Big Bang, epitomizes this. With a large case size, intricate dial designs, and a mix of unconventional materials like rubber, ceramics, and carbon fiber, Hublot watches are not for the faint of heart.

For some, this modern and daring design is exactly what they love about Hublot. It breaks the mold of traditional Swiss watchmaking, appealing to those who want something unique and edgy. However, for many watch enthusiasts, these same characteristics are viewed as ostentatious and overdone. Traditional watch lovers often favor more subtle, timeless designs that focus on craftsmanship and understated elegance. To these individuals, Hublot’s bold choices can come across as garish or even tacky.

The Hublot Big Bang, one of the brand’s most iconic models, has particularly polarized the watch community. Some hail it as a modern masterpiece, while others criticize it as a “try-hard” piece that attempts to be flashy for the sake of attention. The aggressive design choices, particularly the use of oversized cases and large, busy dials, often leave traditionalists feeling that the watch lacks the refinement found in more classic pieces from brands like Patek Philippe or Audemars Piguet.

While design is subjective, it’s hard to ignore that Hublot’s “in-your-face” style doesn’t resonate with everyone. The internet, with its large and diverse watch community, amplifies these differing opinions, leading to significant backlash against the brand.

2. The Overuse of Marketing: Is It All About the Hype?

Another key factor that contributes to the negative perception of Hublot is its aggressive marketing tactics. The brand has made no secret of its marketing-driven approach, and it has often been accused of prioritizing hype over substance. From its high-profile sponsorships to its celebrity endorsements, Hublot seems to rely heavily on brand ambassadors and partnerships to generate buzz, rather than letting the watches speak for themselves.

For example, Hublot’s collaborations with athletes, artists, and celebrities like Usain Bolt, Jay-Z, and the FIFA World Cup have put the brand in the public eye but also led to accusations of being more about status and exclusivity than actual horological innovation. Hublot’s marketing department appears to thrive on aligning the brand with high-profile events and personalities, often at the expense of focusing on the technical aspects of watchmaking.

This “hype-driven” model may alienate collectors who prefer to invest in watches from brands with a rich heritage, traditional craftsmanship, and technical achievements. When a brand spends more time touting its partnerships than its watchmaking prowess, it can create a sense of distrust among purists who feel the brand is less concerned with watchmaking and more interested in creating a luxury lifestyle image.

Hublot’s ability to sell watches through sheer marketing savvy and celebrity endorsements has contributed to the perception that the brand is more about optics than genuine horological value. This, in turn, has fueled resentment among some watch enthusiasts who believe that true luxury is about craftsmanship, history, and innovation rather than flashy branding.

(https://www.wired.com/story/hublot-big-bang-unico-nespresso-origin-watch/)

3. The Price vs. Value Debate: Is Hublot Worth the Investment?

For many potential buyers, the price point of a Hublot watch has led to comparisons with other high-end luxury brands. With models like the Big Bang priced at $10,000 and above, Hublot’s watches often fall into a similar price range as more established and traditional watchmakers such as Rolex, Audemars Piguet, and Patek Philippe. However, when it comes to craftsmanship, complication, and history, many feel that Hublot doesn’t deliver the same value as its competitors at the same price point.

One of the main criticisms is that Hublot’s watches don’t offer the same technical complexity or heritage as brands like Rolex or Audemars Piguet. While Hublot may incorporate cutting-edge materials like ceramic, titanium, and carbon fiber, many argue that the brand’s focus on design and aesthetics overshadows the technical craftsmanship that makes traditional luxury watches so appealing.

Additionally, some critics point out that the brand often uses relatively simple movements in their watches, especially when compared to the high-complication movements found in other luxury brands. While the “Art of Fusion” philosophy is a notable part of Hublot’s branding, some enthusiasts believe that it results in watches that are more style-driven than substance-driven.

For many watch enthusiasts, the value proposition of Hublot is called into question. With its heavy reliance on design and marketing, some feel that they’re paying a premium for the brand name and the exclusivity factor, rather than for a finely crafted, high-performance timepiece. This sense of “price versus value” imbalance has fueled resentment from those who believe that Hublot’s watches are overpriced for what they offer in terms of technical prowess and horological heritage.

4. The Influx of “Fashion Watch” Perception

Over the past two decades, Hublot has increasingly been associated with the “fashion watch” category. While this might not be the intent of the brand, its approach to design and marketing has led some to view its watches as little more than overpriced accessories for the rich and famous. This perception has been especially pronounced in the rise of luxury watches being viewed as status symbols rather than true timepieces.

The internet’s ability to spread opinions quickly has only amplified this perception. Luxury watches have always been a symbol of wealth, but with Hublot’s focus on celebrity collaborations and its reliance on hype, it has crossed into the realm of being more of a fashion statement than a true horological masterpiece. While some collectors appreciate the brand’s boldness and willingness to push boundaries, others feel that Hublot’s watches are more about flaunting wealth than celebrating the artistry of watchmaking.

This perception is further exacerbated by the proliferation of “Hublot-inspired” designs from other brands, which mimic Hublot’s use of oversized cases, rubber straps, and bold, aggressive designs. As these designs have become more ubiquitous, Hublot has struggled to separate itself from the mass-market appeal that fashion watches have garnered, further weakening its status as a true luxury watchmaker.

(https://www.zeitauktion.com/fr/HUBLOT-BIG-BANG-CHRONOGRAPHE-ACIER-TITANE-AUTOMATIQUE-MONTRE-POUR-HOMMES-301-SX-1170-RX-2203236)

5. Hublot’s Limited Heritage and “New Money” Stigma

Another factor that contributes to the negative sentiment surrounding Hublot is its relatively short history in the watchmaking world. Unlike established Swiss watch brands like Rolex, Patek Philippe, and Audemars Piguet, Hublot’s modern founding in the 1980s places it in stark contrast to the centuries-old legacies of other luxury watchmakers. The brand lacks the deep-rooted history and tradition that collectors often look for in a luxury watch, and this has led to some calling it a “new money” brand that appeals to a younger, wealthier crowd.

This perceived lack of heritage has led to a certain level of elitism within the watch community, where many collectors and enthusiasts dismiss Hublot as an outsider. In some circles, there’s a clear divide between the old guard, who gravitate toward traditional Swiss watchmakers with long-standing reputations, and newer entrants like Hublot, which is seen as trying too hard to compete with more established brands.

For purists, this lack of history is a dealbreaker. Many watch collectors are drawn to the tradition and craftsmanship that comes with a watchmaker’s legacy, and Hublot’s relatively brief history in comparison to other Swiss giants doesn’t carry the same weight in the eyes of some. As a result, Hublot has often been dismissed as a brand for those who want to show off their wealth without paying homage to the traditions of Swiss watchmaking.

(https://www.ablogtowatch.com/hands-on-hublot-big-bang-integral-time-only-watches/)

Conclusion: Is the Hate Warranted?

While there is a significant amount of criticism directed toward Hublot, it’s important to remember that opinions about watches – and luxury items in general – are highly subjective. Hublot’s aggressive marketing tactics, bold designs, and price points have created a clear divide between those who appreciate the brand’s innovation and those who find it to be superficial. The brand’s reliance on celebrity endorsements and hype has further fueled resentment from purists who prioritize heritage and craftsmanship over flashy marketing.

Despite the criticism, Hublot has carved out a niche for itself in the luxury watch market and continues to produce high-quality, innovative pieces. Whether or not Hublot is a brand worth supporting depends on what one values most in a timepiece. For some, its modern designs and unique use of materials are a refreshing change from traditional watches. For others, the brand’s perceived lack of substance and its reliance on hype leave much to be desired.

In the end, the internet’s hate for Hublot seems to be rooted in a blend of traditionalism, design preference, and skepticism about the brand’s marketing practices. Watch enthusiasts who value classic design, technical expertise, and a rich heritage might feel that Hublot falls short in these areas, particularly when compared to other high-end brands with a longer history and more understated designs. Hublot’s approach to innovation, with its focus on bold aesthetics, unconventional materials, and celebrity-driven marketing, has drawn sharp criticism from those who believe that the brand’s value lies more in the perception of exclusivity and status than in true horological excellence.

However, it’s also clear that there are many people who love Hublot for the very same reasons it’s disliked by others. The brand has successfully captured a specific market of buyers who appreciate its boldness, exclusivity, and modern approach to watchmaking. Hublot has made its name by challenging traditional norms in the watchmaking world, and for those who enjoy its design language and ethos, the brand is a symbol of innovation, prestige, and luxury.

Ultimately, the disdain for Hublot in certain circles of the watch community reflects the broader debate between tradition and innovation, subtlety and boldness, craftsmanship and marketing. Whether or not Hublot will ever fully overcome its negative reputation will likely depend on how the brand continues to evolve, balancing its cutting-edge designs with a deeper commitment to horological heritage and craftsmanship. For now, it remains a brand that polarizes opinions, which is both a testament to its distinctiveness and a challenge to its ongoing legacy in the watchmaking world.

At the end of the day, Hublot has undeniably found its place in the luxury watch market, and the conversation surrounding it will continue. Whether you love it or hate it, one thing is certain: Hublot has made a mark, and it’s not likely to fade anytime soon.

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