Hublot has set its sights on new horizons with the grand opening of its first South American boutique held in Brazilian Rio de Janeiro on February 5. Located in the prestigious Fashion Mall in the São Conrado neighborhood, the boutique was inaugurated by Hublot’s CEO Ricardo Guadalupe and brand ambassadors Pele and Gustavo Kuerten.
The landmark event took place only five months before the country is set to become the center stage of international football with the opening of the FIFA World Cup, where Hublot will serve as the official timekeeper of the tournament.
Blending together original designs and innovative pairings of materials, Hublot is known for breaking the convention of luxury watchmaking with its concept of ‘art of fusion’. Its traditional elements have found their way to the Rio boutique with a combination of wood, metal, leather and glass.
The opening became the occasion of the unveiling of a limited edition Classic Fusion Aero Chronograph dedicated to Brazilian football legend Pele, who joined the ranks of Hublot ambassadors in 2013. Widely known as the “King of Football”, Pele is the only player to have won the Word Cup on three occasions while his goal-scoring World record still remains unbeaten. Limited to 500 pieces, the Pele watch is set in black ceramic and bears Pele’s signature on its sapphire crystal caseback.
Over the years Hublot has managed to foster a close relationship with FIFA and the world of football. The first luxury brand to have become involved in the sport on such level, it has served as the timekeeper of the 2010 FIFA World Cup in South Africa and the European Football Championships of 2008 and 2012. Hublot has also produced a series of watches for all of these events, including the special edition Big Bang watch in Spanish national colors to honor the World Champions of 2010.