Hublot takes the art of fusion very seriously. It’s not just a motto for the brand, it’s an ethos and way of life. They come up with new materials and alloys constantly, pushing the boundaries of what’s possible not just because they can, but in the service of making better watches.
A luxurious material, traditional gold is used for watchcases and even for movements (Francois-Paul Journe) as well as parts such as rotors. The problem with gold is it scratches and can ding really easily. A defaced watch not only looks bad but also decreases its value.
Jean-Claude Biver, the Chairman of Hublot, asked himself, why couldn’t gold be improved to make it scratch resistant? The formula has been basically the same for thousands of years. It’s this kind of creative and innovative thinking that sets Hublot apart and gives them an edge.
This year Hublot presented Magic Gold, a dark yellow (in some light black) form of gold that is scratch resistant. We experienced it firsthand and believe me it’s true. We tried out best to make a mark on a bezel with a large sharp screw and the surface stayed pristine. The only marks were fingerprints from where we held it. Those whisked away with a polishing cloth in no time flat.
Composed of ceramic and gold, Magic Gold contains18K gold just like the traditional formula. Still, some people have a hard time with the concept and don’t consider it true gold. It’s a very polarizing material. Love it or hate it, Magic Gold is a real modern advancement in the production of precious metals.
Magic Gold is indeed real gold if you measure its authenticity by the content of gold. In fact, Hublot holds themselves to the highest of standards. They send the final product to get a certificate confirming Magic Gold indeed has 18K worth of gold.
Though Jean-Claude Biver is a genius, he isn’t a chemist. He went to the École Polytechnique Fédérale de Lausanne (EPFL), one of the two Swiss Federal Institutes of Technology located in Lausanne, Switzerland, and made his request. The EPFL is known for making the impossible possible.
So who is the magician behind Magic Gold? His name is Senad Hasanovic, 31 year-old Bosnian who was a student at the time. After he successfully completed the project, Biver plucked him from the EPFL and brought him on full time at Hublot to create more new materials. Hasanovic promises there are several surprises in the works. While he wouldn’t tell us any of his secrets just yet, he did reveal his formula for Magic Gold. Hublot is able to do this because of the patent. Because of its properties, other companies are now coming to Hublot to buy the material. And now for the big reveal…