Julien Tornare described his move to Hublot in 2024 as a chance to lead transformation, not simply continue the work he had done at TAG Heuer. In an interview published by Time+Tide on December 4, 2024, he pointed to company-wide communication and a shared vision as early priorities, while acknowledging the groundwork laid by his predecessor, Ricardo Guadalupe.
Why Tornare chose Hublot
In its account of an LVMH watch-brand leadership reshuffle in July 2024, Time+Tide reported that Tornare moved from TAG Heuer, where he had become CEO earlier that year, to Hublot. Tornare said Frédéric Arnault asked whether he wanted to make the move and gave him the choice. He requested 48 hours to decide.
His distinction was between continuity and change. Tornare told interviewer Russell Sheldrake, “I’m more of a transformer,” and said Hublot needed “a transformation. To build the Hublot of the future.” These were his stated ambitions at the time, not evidence that a transformation had already been completed. Read the Time+Tide interview.
What “getting hands on” meant
The headline refers to Tornare’s approach to leadership and employee engagement, not to a hands-on watch review. Soon after arriving, he called a company-wide town hall in Hublot’s cafeteria. He said he wanted to hold such meetings regularly so employees in different roles could work toward a common vision.
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As Tornare put it: “I want to keep on doing it on a regular basis moving forward. Whoever you are – a polisher, a sales assistant, a lawyer in the company – you need to get everyone on board with the same vision.” His examples make clear that he was talking about communication across the organization, from workshop staff to sales and legal teams.
How he described Guadalupe’s role
Tornare spoke respectfully about Ricardo Guadalupe, whom the interview described as Hublot’s Honorary President. He said Guadalupe had spent 20 years at Hublot, offered to remain available, and had mentioned Tornare’s name during succession discussions. The interview therefore presents the handover as a transition in leadership that retained a connection to Guadalupe, rather than a claim that Tornare was starting without a predecessor’s influence.
The Djokovic launch was an inherited watch
Tornare’s early public appearances included the launch of the Big Bang Unico Novak Djokovic. But Sheldrake reported that Tornare said he had not really worked on the watch and regarded it as one of the releases inherited from the preceding leadership. At the Paris event, Tornare and Djokovic also took part in a reaction drill.
Hublot’s November 20, 2024 announcement identifies the watch as a limited edition of 100 pieces. The brand said the case material was made in part from Djokovic’s HEAD rackets and Lacoste polos, and listed four strap styles. Its announcement also describes a discussion between Hublot CEO Julien Tornare and Djokovic at the Paris event. These specifications and material details are Hublot’s claims; they do not establish Tornare’s authorship of the design. See Hublot’s announcement.
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What the interview does—and does not—show
The interview offers an early account of Tornare’s priorities: transformation, staff communication, and a working relationship with Guadalupe. It does not establish which plans were later implemented, define Hublot’s current strategy, or settle whether Tornare would continue Guadalupe’s ambassador-led approach to brand building. Its account of the Djokovic watch is useful context for Tornare’s first months at Hublot, but the watch itself was not presented as his project.
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