It promises to be the fight of the century: Floyd Mayweather Jr., the undefeated, 12-time world boxing champion, will fight against UFC megastar Conor McGregor this Saturday at the T-Mobile Arena in Las Vegas, Nevada.

It doesn't happen too often, but it happened at a VIP cocktail party at the prestigious The Woodlands Country Club in Houston, Texas. Patrick Reed was announced to be the brand ambassador for Hublot, and he was wearing a Big Bang UNICO Titanium. However, this was not gifted to him by the brand, but part of his private collection, which truly reflects his passion for Hublot.

In the eve of the International Champions Cup soccer series, Swiss horologer Hublot welcomed brand partner Juventus at its 5th Avenue Boutique in New York.

Swiss luxury horologer Richard Mille named Australian actress Margot Robbie brand ambassador. Together, they are to develop a range of timepieces.

Omega gifted Speedmaster Moonwatch Professional Chronograph watches to the winners of the 2017 Stephen Hawking Medal for Science Communication to pioneer musician Jean-Michel Jarre, astrophysicist and author Neil deGrasse Tyson as well as the creators and cast of the hit series The Big Bang Theory.

Exactly a year from the start of FIFA World Cup 2018 in Russia, luxury horologer Hublot unveiled its new store in the historic Metropol building in Moscow.

A day prior to the start of the highly anticipated Canadian Grand Prix, the latest Hublot Big Bang Ferrari collection premiered in Montreal.

Under the umbrella of haute horlogerie retailor Westime, a dozen of luxury watchmakers supported Arnold Schwarzenegger’s After-School All-Stars program.

TAG Heuer marked the 75th edition of the coveted Monaco Grand Prix at a celebration with friends and ambassadors in Monaco.

Swiss horologer Hublot and French champagne house Veuve Clicquot unveiled their latest collaboration, the Classic Fusion Veuve Clicquot.

A-list celebrities flocked to Los Angeles to join Cartier in the relaunch of its coveted Panthere de Cartier watch collection.

Swiss luxury horologer Longines kept the time at last Saturday’s Kentucky Derby and awarded special Conquest 1/100th Horse Racing timepieces to the winners.

The Nixie Machine II clock now graces the M.A.D. Galleries in Geneva, Dubai and Taipei in celebration of their 5th anniversary.

During the Les Voiles regatta competition, which it partners with, Richard Mille unveiled its inaugural boutique in the Caribbean, on St. Barts.

Haute Time parses the Piaget looks that caught the cameras at what is considered to be the most exclusive fashion event of the year.

To commemorate the 60th anniversary of its iconic Speedmaster timepiece, Swiss horologer Omega hosted a "Lost in Space" event at Tate Modern.