Hublot’s presence in the UAE has been expanding over the past few years thanks to the hard work of Regional Director Marco Tedeschi. The young executive has expertly utilized social media to connect to young watch enthusiasts and grow the brand’s clout in the area. Tedeschi’s approach has transformed Hublot into a big player in the Middle East. We sat down with the Regional Director at Baselworld to talk about the brand’s successful watch launches.
What’s your position in the UAE and what do you do for Hublot?
I’m a regional director for Hublot in the Middle East and Africa. I’m also looking after Indian Ocean countries. My goal is to apply the strategy of the brand in the Middle East.
You’ve launched limited edition pieces in Dubai, Qatar and Kuwait. Tell us about the process.
Those limited editions are very important to our partners and us because people in the Middle East are very proud of their countries. There is a really huge demand for such limited editions. We started three or four years back with our retailer in Dubai, Mr. Ahmed Seddiqi himself, and we created a watch we called ‘The Vision,’ featuring Arabic numerals.
And how many pieces were made?
It was a limited edition of 100 pieces. People are still trying to buy if for five times its retail price, which means it really is something special. More recently, we did the Classic Fusion Dubai edition, and that one was 50 pieces for men and 25 pieces for women. The only way we promoted that watch was via social media and it was sold out in two days.
You also proved the Middle East could serve as a launching pad for other watches such as the Classic Fusion Forbidden X, a watch made with Arturo Fuente cigars….
I’m very proud of this one. I worked on the design of the watch, and it was an honor to have the international launch in Dubai. We flew Mr. Carlos Fuente Jr. into Dubai and we created a little Havana at the best hotel in Dubai, The Palm. It was amazing because my clients in Dubai were telling me: “We feel most comfortable smoking cigars in Cuba.” That was the concept behind the launch, and we sold 20 watches during an event with only 60 to 80 people. Now that’s a success.
What are your favorite pieces launched by Hublot this year?
It’s always difficult to pick only one. I love the new Big Bang UNICO Italia Independent because it introduces a new material, a new style, and comes with cool sunglasses. The blue Texalium is something stunning and different from what is currently on the market. I also love the Big Bang Unico “10 years” Haute Joaillerie, and sold two immediately out of the ten pieces released, so that’s quite good for me.
Did the Big Bang Ferrari Carbon get the same reaction?
Ferrari is an amazing brand, and one of their biggest markets is the Middle East. All of my friends in the Middle East drive a Ferrari, and of course, they like to match their watch with their car.
Now that you know what the 2015 collection looks like, what will you be turning your attention to?
My biggest challenge will be to deliver the latest novelties as quick as possible. It’s always a big challenge.