The importance of responding to the needs of the customer cannot be underestimated, and it is the brands that do this the best that succeed. (By the way: see our previous article on that way that some brands have used advertising to communicate to the public.)

Ricardo Guadalupe, Hublot CEO, tells us about the brand’s recent strategy to not only establish watchmaking credibility, but also cultural significance. With their involvement in the 2014 FIFA World Cup and collaborations with leading musicians, athletes and personalities , Hublot has certainly been working hard to put themselves at the forefront of consumer awareness, and by so doing create a brand that is relevant for today. Interviewed by Wei Koh.

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