Julien Tornare, CEO of Hublot, On His Renewed Focus On Fundamental Watchmaking

Julien Tornare’s career spans nearly 30 years in the watch industry, marked by revitalisations and turnarounds. Since late 2024, he has been the CEO of Swiss watchmaker Hublot, helming the company throughout the current challenging market conditions, including collectors who are more knowledgeable and discerning than ever. One of his key goals is to remind everyone of just how accomplished the brand is at fundamental watchmaking. “Hublot has been really well-known, especially since the launch of the Big Bang, for great innovation and creativity in materials—and very strong, dynamic marketing. But not always enough about the watchmaking,” he explains as we speak with him in Geneva during the Watches & Wonders trade show a few months ago. This year, the highlight product launch was the Big Bang Reloaded—a refreshed take on Hublot’s keystone collection since 2005, the Big Bang. The Big Bang Reloaded draws much more attention to its in-house Unico flyback chronograph movement. “With the new watch, we have worked on showing more of this fully integrated chronograph movement, which is, for me, the most impressive one on the market today,” Tornare says, citing its -2/+4 seconds per day accuracy, as well as newly improved finishing and an extended warranty of up to 10 years. “That’s a big statement, and I want to show people that we are making this product for the very long term,” he adds.

What is it like to be at Hublot?

I have been lucky in my career to work for many brands that I really loved and enjoyed. But Hublot—I’ve got a special feeling. When you really start to love it, you fall in love for a long time. It’s a special brand, with great spirit, really alive, and inside-out. I think Hublot people are very different from the rest of the industry, and that makes recruitment different from when I was with other brands. You need a special mindset—how am I going to do something new and interesting and different, how am I going to make an impact for the brand, but also for the industry. You cannot hire anybody for Hublot. And that human factor makes a very big difference. Accountants, watchmakers, marketing, sales—I am very careful of who and why we hire!

What makes a good leader?

The key one for me is to have empathy, to be close to people. Human to human. It’s very important that young people feel inspired, not by someone always being tough or on the hard side. The younger generations today, have another perception of work. And we have to adapt to them. They are the future. We, who are in our 50s, are closer to the end of our careers than the beginning! I’m trying to bring in a new style of management. We’re going to work hard, but we’re going to have fun. I always tell my team—I will be demanding, I will ask a lot, but we’re going to have fun together. I still see in watchmaking sometimes an old style of management. And I don’t want to do that; I want to be running with current trends.

What’s the best piece of advice you’ve ever received?

It was when I started in watchmaking. I was 25 years old, and I was told by my boss at that time: be careful, you have your own values, you were raised by your parents with those values, but you are going to be in the luxury business. And in the luxury business, you are going to meet all sorts of people and have incredible experiences, but never forget who you are, where you come from. Stay the same as who you are. And that’s something perfectly in line with what my parents taught me, and what I’m teaching my kids today. It’s important advice, because I’ve seen people going through the roof a bit, and egos are sometimes ridiculous in this industry. I hate that. We need to respect each other all the time.

What do you do to recharge?

I play a lot of sports. I play tennis. No, I haven’t played with (Hublot ambassador) Novak Djokovic yet! I would love to. Maybe one day! It’s important for me to feel good in the body, but, more than anything, it’s time with my family. To fully relax, I take a long walk with my dog in the countryside. This makes me forget everything, because you are in the middle of nature, and usually I don’t take my cell phone with me.

What’s the first thing you do when you wake up?

Right after my shower, I make my bed. I always tell myself it’s the first little achievement of the day. I’ve done something, and I like the feeling of doing something. I learned that in the army, during my military service—making your bed perfectly is part of the morning tradition.

Where is your favourite place to holiday?

There are many, but if I had to mention one, it would probably be French Polynesia—swimming and diving with lots of different animals. This is kind of a paradise on Earth for me.

What does luxury mean to you?

It means something quite rare, quite exclusive, that gives you, as a person, a very special feeling, something that you cherish and want to take good care of.

Do you prefer to drive or be driven?

I prefer to drive. I like sports cars, I have to say. The Porsche 911 is my favourite.

What’s the best thing you cook?

Chicken curry.

Do you collect anything?

I collect motorbikes. I love motorbikes, I have a few, some new, some vintage. It’s something I like to enjoy, to have a nice ride on a motorbike. 

If you could learn any new skill, what could it be?

Play the piano. When I hear people like my daughter, playing piano with all the freedom and improvisation—I would have loved to do that. But I feel it’s too late for me!

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