Believe it or not, Hublot is the coolest brand for me. Granted the 'watch nerds hate them"which is funny as the same watch nerds venerate Richard Mille (Im looking at you Nico Leonard) which is contradictory to me. Full disclosure I do not yet own a Hublot but I am eyeballing one of their new Big Bang Integral Time Only pieces.
I like Hublot, reason being they do such incredible and artistic styles and complications that are so unique based on the materials they use. In fact their use of materials from rubber, carbon fiber, sapphire, ceramic, precious metals, alloys, and gem stones is above and beyond anything I have seen in the industry. I mean my God, fully sapphire watches where both the case and bracelet are sapphire!!! It is simply mind blowing to me.
Hublot is smart in their marketing by going after an upmarket demographic from the start. I think in 20 years Hublot (which already does over $2B in sales per year and growing) will be a venerated brand. They mesh art and horology so well, the watch nerds don't get it but those with dispensable income do and they are buying them in droves. Its gotten to the point that some adept flippers are starting to catch on. Watch Hublot especially the pieces with their in-house movements, If I was a betting man (and I am ) my money will be on the future upside of this brand.