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November 3, 2010 would have marked Ayrton Senna's 50th birthday. On the occasion of the Interlagos Grand Prix in Brazil, Ayrton Senna's sister Viviane, supported by the Instituto Ayrton Senna, established in 1994, and Hublot, invited friends and family of the legendary driver to the event commemorating the date. The guests were invited to watch the premiere of the new documentary movie Senna produced by Working Title and Universal. Hublot unveiled two unique wristwatches devoted to the Brazilian driver and aimed to support the Instituto Ayrton Senna. Ayrton Senna tragically lost his life on the Imola racetrack in 1994. The Hublot King Power Ayrton Senna watch represents a split-second chronograph model offering the power reserve indicator. The timepiece will be available in a limited number of 500 pieces. It demonstrates Ayrton Senna's signature. The bold-looking King Power Ayrton Senna is crafted exceptionally from materials applied in Formula 1. The 48mm case is sculptured from carbon fiber that is widely used in Formula 1. The ceramic bezel is embellished with a circular-grained satin finish. It features many holes inspired by an F1 brake disk also produced from ceramic. The strap is produced from Nomex, representing a synthetic fiber introduced by Dupont and used for the suits of F1 drivers. The heart of the Ayrton Senna watch is the HUB4247 automatic movement. The power reserve indicator is positioned at 6 o'clock. It is presented in green, blue and red �C the colors suggested by the timers used in Formula 1. The sapphire crystal case-back of the Hublot King Power Ayrton Senna watch holds one more surprise - a laser-engraved portrait of the legendary driver with yellow infill for the engraved text. The new Hublot watch is delivered in a special presentation box in black ebony. The box has a sapphire glass window featuring a transfer of Ayrton Senna's signature in yellow that matches the signature on the sapphire crystal over the dial. The Hublot King Power Tourbillon Ayrton Senna watch will be limited to just 10 pieces. Each member of the unique collection reveals a different commemorative engraving on the case-back, presenting one of 10 brightest moments in Ayrton Senna's career. These highlights were selected by the driver's sister and mother. The 48mm case is sculptured from carbon fiber and coupled with a yellow Nomex strap with green and blue stitching. It accommodates the Calibre HUB6300 movement with a flying tourbillon and column-wheel monopusher chronograph. The movement gives an advantage of a 120-hour power-reserve.Look through a fine selection of boldly designed Hublot watches:

The story of Jean-Claude Biver and how he has shaken up one sleepy Swiss watch company after another is a great one, but today I’m only going to focus a small part of it, and that will be how he revolutionized Hublot, a tiny company, with his Big Bang watch. Everyone who has met Mr Biver knows that he is a character who is far larger than life. So after leaving the Swatch Group where he had done various jobs including overhauling the Omega brand,? Mr Biver seemed to have gone to ground. When he emerged it was as a part-owner and manager of Hublot.Now Hublot was a relatively new Swiss watch producer. It was only formed in 1980. But it was one that had been incredibly creative and had innovated from the very beginning when Carlo Crocco , its founder, introduced rubber straps on expensive gold watches. The idea seemed mad to most people in the industry but it soon picked up a dedicated following. For one thing, people were attracted by the fact that the rubber didn’t cause allergic reactions to some people who struggle with traditional watch straps and materials. It is also not quite clear why, but the Spanish royal family soon took a liking to the early Hublot watches. That started a craze in Spain where the watch has been popular ever since.In 2004 when Mr Biver took charge of Hublot he thought that its line up had become a bit stale and he wanted to make a huge impression while still keeping with Hublot’s tradition of using innovation. His answer was the Big Bang, which took unusual materials such as gold and ceramic and fused them together with a bang. All sorts of strange materials are used. While titanium watches have become quite popular in recent years,Hublot takes things 10 steps further by combining materials such as Kevlar, red gold, magnesium, titanium and carbon fibre. Mr Biver describes it as a fusion of traditional Swiss Watch making with the Twenty-first century.These are big and bold watches that are designed to stand out on the arm, not to blend in. Hublot has also crafted a large number of special editions such as the million dollar watch which is covered in diamonds, or a bright red valentines day Big Bang (which would match nicely, I suppose with a pair of red earrings).Hublot has continued to expand and to innovate on the Big Bang. It recently opened in big new factory and has started making and designing its own mechanical movements, a move which sets it apart from quite a large number of other Swiss Watch companies that simply build the case and buy a movement to go in it.Some of those who watch the industry closely worry about whether Hublot is too focused on a single watch, even though it comes in many variations, but for now it is doing well. Mr Biver is a consummate marketing expert and keeps finding new ways to innovate and promote his watches. Among his recent moves were to sponsor Manchester United football club and to get involved in the Americas Cup yacht race. The man whom the Economist magazine called a “salesman of the irrational” seems likely to keep coming up with ideas and designs that should keep Hublot a trend-setting Swiss watch producer for years to come.A bright red watch to match the season