Hublot makes some of the most distinctive watches in the modern market — and some of the most divisive. The brand's "Art of Fusion" register (the combination of unexpected materials, bold case construction, and the deliberate refusal to fit into traditional Swiss watchmaking categories) generates strong opinions in both directions among serious collectors. The honest read on Hublot in 2026 is that the brand offers genuine technical and design ambition in a register the broader collector market continues to find polarising; the references that hold serious collector attention are a smaller subset than the brand's marketing might suggest.
The Big Bang and the contemporary catalogue
The Big Bang — the brand's defining contemporary reference launched 2005 — anchors the modern Hublot conversation. The current Big Bang Unico (with the in-house Calibre HUB1280 chronograph movement, retail from around $20,000 in steel through significantly higher in the precious-metal and skeleton variants) is the brand's contemporary sport-luxury chronograph. The various material configurations (King Gold, ceramic, sapphire, carbon, the various brand collaboration variants) extend the line.
The Classic Fusion
The Classic Fusion — the brand's cleaner contemporary reference (45mm steel from around $7,500 retail) — anchors the more measured Hublot register. The line reads as substantially more traditional than the Big Bang catalogue; collectors who find the broader Hublot design language too aggressive often gravitate to the Classic Fusion as the more credible contemporary execution.
The Spirit of Big Bang and the upper tier
The Spirit of Big Bang (the tonneau-cased reference at around $25,000), the various MP-collection upper-tier complications, and the Hublot Sang Bleu collaboration variants extend the brand's catalogue into the more considered upper tier. The MP-09 tourbillon, the various MP-skeleton references, and the upper-tier complicated work demonstrate that the brand's contemporary watchmaking ambition extends beyond the Big Bang fashion register.
What collectors actually pay attention to
For Hublot, the references that come up most consistently in serious collector conversation are the Big Bang Unico in the various dial and material configurations, the Classic Fusion as the more measured alternative, the Spirit of Big Bang for collectors weighting the tonneau case construction, and the various MP-collection upper-tier pieces for collectors operating at the upper tier. Box-and-papers documentation matters; service-network access through Hublot's authorised facilities is the practical baseline.
The broader catalogue — particularly the various brand-collaboration limited editions, the upper-tier marketing-led variants, and the various special-material pieces priced into territory the collector base struggles to support — tends to underperform on the secondary market relative to the more measured catalogue references.
The longer story collectors recognise is that Hublot serves a particular role in modern Swiss watchmaking. The brand isn't a Patek or a Lange in collector consideration; it isn't trying to be. The references that hold serious collector attention are the ones that read as genuine contemporary watchmaking rather than as marketing exercises. Read accurately, the brand earns the consideration it gets at that subset; read inaccurately, the broader catalogue tends to disappoint.
Frequently Asked Questions
- Are Hublot watches a good investment in 2025?
- No, most Hublot watches depreciate 40-60% shortly after purchase, with only ultra-limited collaborations and models like the Spirit of Big Bang (0.54 VDI) retaining 60-70% of MSRP, making them poor investments compared to brands like Rolex or Patek Philippe.<br><br>
- Do Hublot watches hold their value?
- Most Hublot watches retain only 40-60% of original retail value, with limited-edition models, collaborative releases, and rare materials like sapphire or Magic Gold performing slightly better, retaining 60-70% within 5-10 years.<br><br>
- Which Hublot watch has the best resale value?
- The Spirit of Big Bang (0.54 VDI), Square Bang (0.50 VDI), and ultra-rare MP Collection pieces show strongest resale value, with limited editions like Ferrari collaborations and Sang Bleu artist editions also commanding premium prices in the secondary market.<br><br>
- Is Hublot better than Rolex for investment?
- No, Rolex offers far superior liquidity and resale premiums, with models often trading above retail, while Hublot excels in limited-edition appreciation, modern design appeal, and market differentiation, making it attractive for investors seeking alternatives to traditional luxury brands.<br><br>
- How much can Hublot watches appreciate per year?
- Most Hublot models depreciate rather than appreciate, with the Big Bang declining 29.7% over 5 years, though select limited editions and Spirit of Big Bang references can maintain stable values or gain 5-10% annually in exceptional cases.
Stefanos Moschopoulos
Stefanos Moschopoulos founded The Luxury Playbook in Athens and has spent the better part of a decade following the auction calendar, the en primeur releases, and the watchmakers, gallerists, and shipyards the magazine covers. He writes the field guides and listicles that anchor the Connoisseur section — pieces built on Phillips and Christie's results, Liv-ex movements, and conversations with collectors he has met across Geneva, Bordeaux, Basel, and Monaco. His own collecting habits sit closer to watches and wine than art, and it shows in the level of detail in the magazine's coverage of those categories. Under his direction, The Luxury Playbook now publishes long-form field guides, market-defining year-end listicles, and the Voices interview series with the founders behind the houses and the brands.
