Hublot, Nespresso collaborate to showcase how circularity and luxury can coexist

June 7, 2023 | By RetailME Bureau

Hublot, Nespresso collaborate to showcase how circularity and luxury can coexist

Part of LVMH Group luxury watchmaker Hublot has joined forces with Nespresso for a project showcasing both the brands shared values of innovation, excellence and sustainability. Infusing the worlds of watchmaking and coffee, the Swiss brands have launched the Big Bang Unico Nespresso Origin, the first watch made from recycled aluminium capsules and coffee grounds.

Recycled aluminium fused with aluminium capsules becomes the 42mm case, the bezel, the crown and the pusher. The rubber strap fuses coffee grounds and recycled rubber. Owing to Hublot’s patented One Click interchangeable strap system, the strap can be switched out for a 100% recycled fabric version developed with Nespresso partner SingTex. The fabric, called Scafé, is composed of 5% coffee grounds and 95% recycled polyester. This is the first time it has been used to make a watch strap. The green colour of the watch is a nod to the Nespresso Master Origins Peru Organic capsule.

“It took our R&D teams a whole year to achieve the uniformity of colour for the watch’s seven different materials, find the right balance of ingredients and perform the quality and durability testing on all the product components,” shared Hublot CEO Ricardo Guadalupe.

Another first is the brand-new case for the Big Bang Unico Nespresso Origin developed by the watchmaker for all its future timepiece collections and crafted from oak to use traceable wood and promote short supply chains. The removable interior is made from 98% eco-friendly and recycled components. For this collaboration with Nespresso, the case is decorated with the logos of the two brands, affixed using coffee grounds.

“The Big Bang Unico Nespresso Origin is the perfect illustration of the harmonious coexistence between circularity and luxury. It demonstrates that circular products can be just as elegant and refined as conventional luxury products, proving that it is possible to combine environmental values and aesthetic requirements without compromise,” added Nespresso CEO Guillaume Le Cunff.

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