Ok football fans and watch lovers — this one is definitely for you. In its ongoing effort to make its “Hublot loves Football” theme truly meaningful around the world, the brand turns to the good old-fashioned century-plus game of American football while on American soil. In the second announcement of its American Football campaign (because, let’s face it, soccer just isn’t top priority here in the USA), Hublot and the New York Giants have announced a partnership that ushers in the luxury watch brand as the Official Luxury Watch for the New York Giants and as the Official Timekeeper of the New York Giants.
Additionally, Giants football fans will be treated to the Hublot Countdown to Kick-off hour and the Hublot Coach’s time out moments. Hublot clocks will be in certain parts of the new stadium and life-size cutouts of the new watch will also grace stadium alcoves. Yes, that’s right, the new watch. In honor of the partnership, Hublot has naturally unveiled a watch — not just any watch, but one co-designed with Giants wide receiver – and fashion icon — Victor Cruz.
So, how does this relationship make history, you ask. In a number of ways. First, this is the first time the New York Giants have teamed with a luxury watch brand, says Mike Stevens SVP and CMO of the New York Giants. It is also the first time a watch brand has had its own countdown to kickoff for the team. It is the first luxury watch that Victor Cruz has helped to design — selecting the Classic Fusion as the base case for the watch, and working with Hublot for other distinctive Giants-inspired details. Finally, it is the first time that a truly incredible luxury tailgate party shut down almost half a city block in New York’s Chelsea district in celebration of the event.
Last night, at 11 West with street, a parking lot was reconfigured to accommodate hundreds of tailgaters — including Giants players and celebrities, as well as vintage cars from which to tailgate and from which Moet champagne was served, life-size mannequins of Victor Cruz in football attire, crystal chandeliers hanging from automobile elevator shafts, ice sculptures in Hublot and Giants logo likenesses, the actual Vince Lombardi Super Bowl Trophy (after all the Giants are a four time winner of the Super Bowl), and so much more.
Easily the most luxurious tail gate party ever, it was a night to remember, as sports announcer and former player Jesse Palmer interviewed Cruz on a stage backlit by the stupendous Empire State Building. Cruz talked about how his sense of style played a role in his design of the new watch.
Oh, and yes, the new watch — the Classic Fusion Aerofusion Limited New York Edition Chronograph. If you want one- you had better run faster than Cruz and the other players because just 50 are being made. There will be 10 pieces in the brand’s proprietary King Gold (retailing for $37,200 each) and 40 in titanium ($17,800). The watch is a skeletonized in-house-made chronograph with blue lacquer rings, minute rail, hands and markers and blue resit push pieces — finished with a blue pebbled pigskin strap that emulates a football. The back of the watch features a dynamic cartoon-like drawing in blue and white that depicts a vintage image of Giants great, Gifford, against the New York skyline complete with Empire State Building, winding up to throw the football.
In all, the night and the collaboration is a truly historic one for Hublot, the New York Giants and New York. We invite you to enjoy the slide show of the event.