13 January 2019


Reinvent yourself every morning

"Fashion always goes out of fashion", stated Jean Cocteau. Back then, the artist had no way of knowing that women in the 2000s would learn the art of shopping within their own wardrobes, mixing old and new, masculine and feminine, summer and winter, and never again allowing anything to go out of fashion.

If there's one mystery that men have never been able to fathom, it's a woman's wardrobe. They would first need to understand that a garment is much more than a trivial object that can go out of fashion. They might then appreciate the tremendous subtlety involved in choosing one's attire. A garment is a mode of expression, a way of stating, every morning, who we are or who we want to be. A way of asserting oneself.

Hublot has successfully grasped this fundamental need for versatility, this yearning for change and the drive to assert one's uniqueness. By creating the One Click strap, a patented attachment system that allows wearers to change their watchstrap with a single click, the manufacture has given women a means of reinventing themselves every day.

The six new One Click straps in the Spring/Summer 2019 collection are true fashion accessories. They have been created with the help of the Bischoff workshops in St. Gallen, which produce precious fabrics for use by some of the biggest names in fashion and haute couture. Two patterns – a tweed and an ethnic design – have been created in three colour schemes: fuchsia/bordeaux, green/pink and turquoise/blue. Six straps to match the day or suit your mood.

The textile tradition in St. Gallen dates back to the Middle Ages, and the town was renowned throughout the western world for the much sought-after linen fabric produced there. It was in 1828 however, during the industrial revolution, that St. Gallen really took off, with the invention of the embroidery machine by Joshua Heilmann. Mechanical embroidery brought the town international fame: in the late 19th century, Switzerland's biggest export was St. Gallen embroidery. Hublot had the inspired idea of combining this precious traditional expertise with the art of watchmaking.

The embroidery machine has undergone major technological development since it was first invented, but the principle remains unchanged: A thread is fed over and under the fabric to create a pattern. The One Click straps were produced on a Lässer 2-yard machine. The process is both simple and complex. First, a pattern is designed – or two in this case – then the design is examined by a technical designer who determines the required number of points on the machine. A craftsperson prepares the embroidery machine, and a third person checks and cuts out the final embroidery.

The tweed pattern strap was designed using a very narrow bourdon stitch, while the ethnic design uses a bean stitch, which gives the illusion of a braid. The two embroidered patterns were created on a beautiful silk organza fabric from Como in Italy.

For the Spring collection, Hublot has also extended the range of colours for the Cuddly Cuff in Orylag rabbit down. Thanks to the valuable expertise of an artisan furrier, the manufacture is now offering two new on-trend colours: Fuchsia and turquoise straps are lined with soft black or white down. You, but different, every day...

St. Gallen embroidery and watchmaking – two supreme fields of Swiss expertise – make a very natural pairing. Hublot has combined them to offer women a new accessory and make their wardrobe an even more playful arena for self-expression.