Without any doubt, Hublot is not lacking in astuteness. While many brands remain hesitant about the type of communication to be adopted, moving a bit away  from messages with technical contents to the attention of watch lovers to use more often a communication  towards "lifestyle" customers , Hublot rushes into this new trend by signing a partnership with the fashion brand of the grandson of Giovanni Agnelli, Lapo Elkann. Such an association may look like an odd alliance and yet I have rarely seen a partnership of this type also well thought out.

I can already hear the criticisms. What Hublot is doing with a company now focusing more on glasses with an easily recognizable style? It it not a way for Hublot  to go lower? After all, some pairs of glasses from Italia Independent cost a bit more than hundred euros and they also sell underpants and iPhone protection shells ! Precisely, Hublot understood the need to go far beyond these somewhat simplistic reactions.



Italia Independent is embodied by Lapo Lapo and he fascinates or irritates ... like Hublot finally. And above all, even his worst detractors can not deny his inimitable style that is a blend of elegance, originality and cool attitude. Moreover, Italia Independent plays with materials to create its frames without forgetting the use of characteristic patterns that give them a very technical feeling. If I dared, I would say that the metal, plastic acetate and other  merge! I believe that this Art of Fusion will remind you something!  Finally, Italia Independent customers are resolutely keen on fashion and embody a kind of refusal of the conventions through these glasses that leave no one indifferent. For Hublot, the message is clear. While some put only a single toe in the territory of lifestyle, Hublot enters it with envy and becomes a real actor on this field.

There is still a fundamental principle to follow: the consistency between the product and its strategic ambition. No need to target customers who are not very receptive to the  traditional watchmaking criteria with a watch evoking a small chalet in a remote Swiss Valley. Hublot has not only the legitimacy but the know-how to work in quirky universe, generally not practiced by other brands. And the least we can say is that the Big Bang Unico Italia Independent is not in half measures! Hublot goes to its logical conclusion and it largely explains the success of this limited edition.



The Big Bang Unico Italia Independent indeed offers two unique features. The first is the use of a new material, Texalium, composed of carbon fibers and a layer of aluminum. The benefit of such a material is to be colored and offer a very shiny rendering. Two versions of the watch are available in 500 pieces each, in gray and blue. The latter is the most exciting because it far better highlights the Texalium structure. It also seems to me closer to the Italia Independent style with its shine and more affirmed electric side . The gray version plays with more subtlety and is much more discreet.


The second originality is the strap. What might seem ridiculous on any other watch, is very at ease in this context. It combines perfectly with the case thanks to its studded denims material to bring a more "fashion" touch. And if at the end, you can't stand it anymore, no worries! The quick change system of the strap inherent to the Big Bang Unico case allows to remove the studded denims and put them  in the closet and to replace them in a few seconds.



The watch also takes advantage of the main features of the Big Bang Unico. The open dial allowing to observe the peripheral date ring and parts of the movement, even the column wheel located dial side, strengthens the contemporary style of the whole timepiece. The 45mm case diameter is imposing but that size appears to be consistent with the style. And like any Hublot, the Big Bang Unico Italia Independent is worn with comfort thanks to its excellent folding clasp that I consider as a market reference.

The in-house HUB1242 movement animates this limited edition. The fact that Hublot devotes its flagship movement is a sign that the watch is taken very seriously. It also shows the progress of the way of thinking from Hublot which does not wish to set aside the watchmaking contents despite the original context. I'm convinced that several years ago such a limited series would have undoubtedly used the 7750 base. The Unico caliber is finished here with a black or anthracite PVD coating according to the versions. Its very contemporary architecture is still very nice to watch, and it remains very effective and nice to use in everyday life: the pushers are handled with ease (although I still do not like their round round shape) and the 3 days power reserve is a convenient feature. The flyback is also a positive point.



Thus, I am in the front of a watch that ultimately is an excellent summary of the Hublot capabilities and skills by combining solid watchmaking contents with, to say the least, an uncomproming style. This opposition is surprising and almost disturbing. But the seriousness of the execution and the care to details contributes to remind us that it is not because this limited series seems to surf on a fleeting wave that it should be approached casually. Hublot wanted to make sustainable something perceived as anecdotal. And behind this ambition, lies a very effective strategy to gain market shares because the impact of the partnership will go far beyond the 1000 watches of the limited series.


Pros:
+ the Big Bang Unico base
+ the performances of the  Unico movement
+ the quick strap change system
+ the live color of the blue Version
+ the set including a pair of glasses made ​​of the same material as the watch case

Cons:
- the round pushers that I find less integrated than those of the previous Big Bang
- the gray version seems too shy and discreet  compared to the blue one
- the strap design, yet consistent with the style of the watch can quickly weary. But it can be easily replaced.