What is it Hublot sees in the millionaire fashion blogger, model and entrepreneur Chiara Ferragni?
It could be the 24.7 million followers on Instagram.
Or her perfect alignment with a young, socially conscious audience that gave 500,000 likes within 8 hours of her announcement that she had become the latest global ambassador for the LVMH-owned watchmaker.
Brand ambassadors are not just sports stars and mountaineers these days.
A week after Hublot unveiled a watch made with French artist DJ Snake, the brand is back with another pitch to the wealthy and young.
Ms Ferragni was ranked number one in the Forbes Top Fashion Influencers list in 2017, able to charge up to $12,000 for a single Instagram post to her 10 million followers at that time.
“Who does not know Chiara Ferragni?” asks Hublot CEO Ricardo Guadalupe rhetorically.
“At Hublot, we love inspiring women and men who believe in their dreams and move heaven and earth to fulfil them, who assert their distinctive personality, are willing to go out on a limb, who are not afraid of what people will say and who follow their path with authenticity and passion. That’s why Chiara fits so well into our family,” he adds.
“Hublot’s messages and values speak to me,” continues Ms Ferragni. “That’s why I have chosen to join this family today. A fusion of passion and determination has shaped who I am, across all my roles, and forged the businesswoman I have become. This same fusion has also made Hublot the company it is today.”