Wearing an Hublot watch will be more than just about the design and the movement - but will also have a little bit of each event or activity the JCB has aligned the brand with. I mention this concept to him and he smiles. The connection being obvious to him as it was his intention all along. Hublot is a lifestyle, not just a watch. Hublot owners want to life the Hublot ideal. To be like its ambassadors, to think of the events it partners with each time they look at the watch. Is there a little bit of World Cup in each glance at your Big Bang? To many there may be. JCB is strangely quiet about the topic of endorsements and further brand connections. Though he does smirk at my questions. I can tell he has a lot more planned up his sleeve for the future.