Daily Front Row

2010 February 5

Hublot's Big American Plans

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Jean-Claude Biver and Veronica Varekova
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(NEW YORK) “America is our biggest market, and yet we’re nothing here,” said Hublot CEO Jean-Claude Biver of the Swiss watch company's brand recognition in the United States. “We’re weak, and the weak can only become strong.” 

But these days, the brand is charting new territory. Hublot recently posted its best-ever American sales numbers, and yesterday, Biver officially introduced Veronica Varekova as Hublot's new brand ambassador at Cirpirani downtown. "We’re the company that’s all about sharing,” he explained of his choice, who is a serious champion of the African Wildlife Foundation (AFW). “I have three or four Hublot watches,” the model smiled. "And now that I see the new pieces, I’m tempted to add another to my collection.”

The LVHM brand also revealed that it is opening more doors, most prominently on Madison Avenue (next to the Hermes store at 691 Madison) and on the Place Vendôme in Paris. New locations in Miami and China will follow, but for now, Biver is focusing on New York, which is scheduled to open in June. As for the design concept? “I’m meeting with our designer Peter Marino at 2:30 p.m.,” he laughed. “Ask me at 3:30!”
VALENTINE UHOVSKI