The launch of a new collection is always a perilous and eagerly anticipated exercise for a brand, as well as for its followers. Especially when it involves a brand with a strong personality such as Hublot, whose famous Big Bang will soon be celebrating its 20th anniversary. A specialist in limited series and spectacular partnerships, Hublot has already made a name for itself in tonneau-shaped watches, in the Masterpiece line, which is not limited to any particular territory, and of course in round watches, outsized or not. Always on the lookout for new materials, design and challenges, Hublot is now offering its take on the square. This shape involves many obstacles to overcome, the most visible being aesthetics, as this geometry does not suit the majority of watch buyers. Given that Hublot’s clientele generally likes to veer off the beaten track, this less mainstream approach is in fact an advantage. However, a square case generally doesn’t fit well with round movements, which are therefore often hidden behind a solid back. Not so here, as the in-house Unico caliber proudly flaunts its column-wheel chronograph ‘star power’ through the sapphire back. Anything Bang-related also implies modular case construction, interpreted through an abundance of inlays and combinations reflecting the brand’s DNA. While the water-resistance of a square case such as the Square Bang is not as easy to guarantee as that of a round one such as the Big Bang, Hublot’s engineers have nonetheless managed to ensure a generous 100-meter water resistance.
Once these challenges met, the family likeness with its “Big” sister is clearly on show and completes the picture: the modern and stratified architecture of the wide-open dial; the same distribution of the six functional screws on the bezel; the distinctive lateral “lugs” and rubber-molded crown; the typical advanced finishing; and the One Click system involving interchangeable textured rubber strap solidly connected to the case middle. Following in the Big Bang’s footsteps, materials play an important role in the first five Square Bang models, which are offered in full or in a combination of black ceramic, King Gold and titanium.
As CEO Ricardo Guadalupe points out: “The square watch is a very specific object that most watchmakers do not dare take on. A divisive, disruptive, unconventional shape that no one had successfully revitalized for decades: it was just waiting for us! Hublot has seized upon it to explore its power and create a totally unique watch object. Like all Hublot watches, the Square Bang Unico has no equivalent.”
