Hublot has lined up a range of watches for the sartorially inclined for Baselworld 2017. Since 2014, two collections have been born from the partnership between Hublot , Italia Independent and Lapo Elkann. Although both of the previous collections were based on the Big Bang Unico model, this time the focus is on the Classic Fusion model. And Hublot believe there has never been such a fine example of the fusion of the 'classic' and innovation.

"As a creator, I have always put customization and bespoke designs, which for me represent real luxury, at the heart of my different projects. It is with this in mind that I conceive and design unique objects, which meet my tastes and requirements, but also satisfy my clients. I like the fact that they become truly mine and that they are distinctive, and this is the case for the Classic Fusion Italia Independent collection." Lapo Elkann, Founder and Artistic Director of Italia Independent

It was a task literally made-to-measure for Lapo Elkann, who is frequently named "the most elegant man in the world' and who has made bespoke designs and customization his signature. He brought Ferrari's 'Tailor Made' program to life, and he is continuing to expand upon the concept with Garage Italia Customs; cars, boats, planes and helicopters, with a unique level of customization, personalization and innovative creativity for the whole mobility industry. Lapo applies this same expertise to the creations that he designs for Hublot and Italia Independent.


The "Sartoria Rubinacci" was not chosen at random: since 1932, three generations of Rubinacci have been at the reins of this institution of good taste and masculine refinement: Gennaro, the founding grandfather, Mariano, the father who now manages the house from Naples and Luca, master of the store in Milan, and one of the world's most photographed men thanks to his unique style. Between them they have dressed everybody from the Duke of Kent to singer Bryan Ferry , in addition to the Agnelli family, of which Lapo Elkann is the worthy successor.


The House of Rubinacci holds a stunning collection of fabrics in its archives. It was here, in the more than 60,000 square meters of precious houndstooth, tweeds and other cloths that Hublot and Lapo Elkann found a collection of tartans, squared colored wool weaves from the seventies, that they brought back to life by including them in the Classic Fusion as a chronograph. The dial and straps have been made using these fabrics to offer a range of 45mm watches.

"I chose these fabrics thinking about the costumes that we make for Lapo Elkann. I began with the extravagant colors of a vivid tartan with a sporty tone, then a more traditional houndstooth-in the style of an Italian gentleman-that I wanted in black and white, the colors of his favorite team Juventus F.C. I didn't think that it was possible to put wool on the straps and dial of a watch. But, Hublot managed it and the result is better than I could have hoped for. We have achieved a balanced watch, with a pattern effect that is neither too bold nor too light."Luca Rubinacci
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