When confronted with something new, it’s human nature to try and relate it to something familiar. The process is less demanding on our mental resources, which would otherwise have to create a fresh set of models in order to understand this new reality.
History repeating itself
Hublot knows all about this. When the Big Bang was launched, it was “inspired by the Royal Oak.” When Spirit of Big Bang came out, it had “something of Richard Mille.” Flattering references, for sure! Today, though, no-one would seriously consider putting the Big Bang and the Royal Oak in the same bag. It took a while for some to see it, but the Hublot DNA ultimately imprinted itself on our minds.
No doubt the new Square Bang will fall victim to the same hastily drawn conclusions. The Square Bang? A revisit of the Santos, some will say. Others will see the square case and point to the Bell & Ross BR-01. The more out-there will look for echoes of TAG Heuer’s Monaco.
In logical order
Rest assured that in a couple of years’ time, no-one will be in any doubt that the Square Bang is its own watch, with an identity that’s already plain to see. This begins with the square shape. To date, the brand has put its stamp on the circle (Big Bang), the tonneau (Spirit of Big Bang) and free forms (the MP collection). And now the square. The order in which these various shapes have appeared has been well thought-out. A round case is the easiest to apprehend, followed by the tonneau. A square shape, on the other hand, demands a degree of boldness. Maturity, even.
Pure Hublot
Design features are also key to the Square Bang’s identity. This is every inch a Hublot watch. The bezel features the same six screws as the Big Bang, in the same places. The skeleton dial, a Hublot favourite, has the added appeal of magnificent suspended indices. The strap, as ever, is rubber and benefits from the One-Click system for swapping in and out. Not forgetting the (Unico in-house) movement and the signature materials – starting with titanium. All wrapped up in a generous 43 x 43mm square that’s more burly than ballerina.
A base for future variants
Lastly, through the various executions, the Square Bang’s modular case lends itself to Hublot’s penchant for playing around with materials. Already, we’re looking at titanium, gold and ceramic. Sapphire is a strong contender for future models. The star of the show, however, is the much-feted All Black, which (like any All Black) comes as a 250-piece limited edition. Powerful and incisive, it can single-handedly convey the identity of the Square Bang collection.
The right idea at the right time
Let’s be honest: this is the first real transformation the square watch has seen in decades. The Monaco was released in 1969. The Santos is classic Cartier elegance. Over twenty years, Bell & Ross has worked the square with such remarkable success as to make it virtually synonymous with the brand. Except Hublot had other ideas: the square is a shape, not a trademark. This is the Hublot we know and love, taking us by surprise, refusing to conform, losing a few disgruntled observers, convincing the more open-minded, and imposing a polarising design.
A lot of people will hate the Square Bang. Others will love it. Either way, it’s here to stay. Hublot has never wanted to be all things to all people and the Square Bang is another brilliant demonstration of this.
