THE SOCIAL BUZZOF HUBLOT’S

COLLABORATION WITH THE NEW YORK GIANTS

A Two Week Snapshotof What’s Trending

in the Luxury Watch Industry

20 September 2016 - 03 October 2016

OURMISSION

The mechanical watch is a wonderful instrument and the guardian of craftsmanship

and creativity.

Our objective as the Fondation de la Haute Horlogerie is to take this wealth of expertise

into the world through our four missionsto inform, train, recognise and organise.

Since 2005, we have promoted valuesof excellence and tradition within

an organisation that has the supportof numerous brands.

In this series of trend reportswe aim to discover which stories,

pieces of news and industry developmentsin the world of haute horology gain

the most amount of traction in the digitalsphere - uncovering why these trends

are important to the industry.

Every two weeks we’ll be diving intothe world of digital conversations to discover,

what’s trending.

SNAPSHOTOF THE PERIOD

TRENDING TOPICS AND STORIESBETWEEN SEPTEMBER 20 TO OCTOBER 03

Percentage of conversations on luxury watches penetrated by the topic

The technical hallmark of Richard Lange ‘Pour Le Mérite’ is to be released in white gold.

Vacheron Constantin teases new member of the Patrimony collection to be presented at SIHH 2017.

Hublot have signed a partnership deal with the New York Giants and released a limited edition NYGiants inspired watch.

Breitlings ‘super exclusive’ version of the world’s longest continuously produced chronograph (the Navitimer) & the yellow faced Chronomat 44 Blacksteel have been released.

Zenith and Range rover have joined forces in a long-term partnership releasing a special edition El Primero Range Rover chronograph.

1.58%

0.97%

0.97%

0.73%

0.73%

VOLUME OF CONVERSATIONSON HIGH-END WATCHES

What’s been published on the HH Journal:

Breitling: Maximum ImpactLooking at the Chronomat 44 Blacksteel and it’s new colourscheme.

Vacheron Constantin – In perpetual evolutionLooking at the brands new Traditionelle chronograph perpetual calendar watch and what makes it so special.

ANALYSINGTHE SOCIAL BUZZ

OF HUBLOT’S COLLABORATION WITH THE NEW YORK GIANTS

Last week Hublot announced a marketing partnership with the New York Giants making them the official watch and timekeeper of the American

football team.

To celebrate the newly formed relationship, Managing Director of Hublot America, Jean-Francois

Sberro and New York Giants wide receiver Victor Cruz, hosted New York’s first luxury ‘tailgate’ (a

party in a parking lot) and unveiled a new timepiece co-designed by Cruz, the Classic Fusion Aerofusion.

Hublot are the first luxury watch brand to partner with the New York Giants, although they have previously partnered with another American

football team, the Dallas Cowboys, back in 2014.

The new timepiece - available in Titanium and King Gold - is said to be inspired by vintage football

player imagery within the NYC skyline. The watches feature embellishments of blue throughout the dial, case back and a pebbled ‘pigskin’ football-inspired strap. The limited edition watches come encased in a full-sized authentic New York Giants helmet signed by Victor Cruz, showing the true

collaboration of both brands.

“It’s a decidedly high-end approach to celebrating the Giants success as a team, and

because there are so few of them to go around, they’re definitely not cheap. But if you’re the

kind of superfan who’s got his own box at MetLife Stadium, this is the kind of watch you

can’t afford not to have.”

Ted Stafford, GQ, Fashion Market Director

Among Influencers

3.01%Penetration of conversations

by Hublot in Swiss watch related conversations

8.62% Percentage increase of

Hublot mentions against the previous two weeks

30.2%Percentage of mentions of Hublot in relation to New

York Giants

Beyond Influencers

10,734All online mentions of

Hublot

11.42%Decrease of Hublot mentions

against the previous two week

3.9%Of mentions of Hublot are in relation to New York Giants

SUMMARY

Hublot define themselves by three concepts: innovation, modernity and exclusivity. For the latter,

partnering with the Giants franchise might seem contradictory at first sight.

However, it’s no coincidence that they’ve chosen the New York Giants, one of the wealthiest teams

in the NFL who are located in one of the wealthiest cities in America. This is because they know that

through this partnership, not only will they be viewed by millions, they will also be selling to the

height of wealth in America. One of their key goals is to become more of a luxury household name - known by everyone but only afforded by a very

select few.

This new collaboration is just another step on the ladder for Hublot controlling luxury horology within American sports and proving how important it is,

as these franchises become global brands, to reach global communities of affluent fans.

Founded by Fondation de la Haute Horlogerie,the HH Journal is an online publication covering

watchmaking news in all its forms.

In collaboration with London-based agency RE-UP,The HH Journal is producing a series of trend

reports to analyse which current topics within the high-end watch industry are trending online.

Two key social tools are used to gather the data to analyse the current trends: An in-house database

of 2,000+ influencers and online sources specialising in luxury and watches – with the

ability to gather insight into 6 months’ worth of conversations. A social listening tool, allowing to measure and examines all online conversations.

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