Hublot has launched a new collection of watches with denim straps and dials – a range created in partnership with Tina Zegg of watch retailer Zegg & Cerlati.
Hublot says the new range marks the first occasion of a luxury watch brand using demin, with the material applied to the dials and watch straps. The brand has also ensured the denim is of high quality, working with Italian-made denim from Dsquared.
The collection is the result of an idea by watch designer and retailer Tina Zegg. The range features three ladies’ Big Bang Jeans watches and a technical men’s diving watch, the Oceanographic 4000 Jeans.
The Oceanographic 4000 Jeans has been exclusively created for watch retailer Zegg & Cerlati and will be sold through its boutiques at Place du Casino in Monte Carlo, Ischgl in Austria and Samnaun in Switzerland.
A statement from the brand said: "This won’t be the year that jeans make their exit from the fashion world. An accessory that has remained on trend since its creation, jeans are still an essential fashion item. Chic, rock’n’roll, sexy, boho, vintage, urban, authentic, tie-dye – denim is an enduring wardrobe staple for men and women alike".
The launch of the collection took place this week at the Wellness Hotel Chasa Montana in Samnaun in the Swiss Alps, with German double Olympic and world skiing champion and Hublot ambassador Maria Höfl-Riesch in attendance.
Hublot chairman Jean-Claude Biver and Tina Zegg and Carlo Cerlati of Zegg & Cerlati also attended the launch.