In 2021, Hublot launched 2 x physical watch collections with Japanese artist Takashi Murakami:

• Classic Fusion Takashi Murakami All Black (limited edition of 216)
• Classic Fusion Takashi Murakami Sapphire Rainbow (limited edition of 108)

They sold out in a few days.

Monetising Customer Loyalty: In 2022, Hublot retrospectively launched NFTs to correspond with these watches. They were first offered to the loyal customers that bought the watches. Where the NFTs weren’t claimed by the watch owners, they were sold to the public on OpenSea.

Holders were permitted to trade the NFTs as they wished on OpenSea.

Rewarding Loyal Customers (Or Those That Buy-In): In 2023, Hublot and Murakami collaborated again on a collection of smiling flower 13 watches/ NFT twins. 12 of these were only available to holders of the original 324 Classic Fusion NFTs. (Due to overwhelming demand, NFT holders had to be entered into a draw to win the right to buy the watches/ NFT).

Gamification: Holders of these 12 NFTs then have one year to trade with each other (on OpenSea) such that 1 person owns all 12 of the NFTs. If that happens, this person will then be awarded the 13th (and most valuable) watch/ NFT of the collection.

Standard Benefits: As well as the above type of ongoing (non-advertised - “surprise and delight”) benefits, holders also get the following:

• They have early access to new Hublot products.
• They are invited to exclusive events.
• They can access exclusive content, such as behind-the-scenes videos and interviews.
• They can participate in exclusive online communities.