Back in the Summer of 2023, Hodinkee got together with Hublot to create a take on one of their most iconic — and unbuyable — watches, and I wrote the campaign for it. See a snippet below from the campaign:

“Hublot is unafraid to stir up a little controversy. In fact, the brand thrives on it. From ostentatious designs to edgy marketing tactics and all-star ambassadors, Hublot is uncompromising in its vision and isn’t afraid to send the horological establishment clutching for its metaphorical pearls along the way. From our perch within the watch industry, we often find ourselves gawking, slack-jawed at the latest Hublot release. And just as often, we find ourselves wanting to be a bit like them, too. 

With the possibility of a special collaboration on the horizon, we had to decide which direction felt the best for a joint project between Hublot and Hodinkee. Maybe a Big Bang? Or something even more wild? Ultimately, we couldn’t stop thinking about a Hublot that is not just unattainable – but downright unbuyable. A watch no one could buy.”