One of the greatest athletes of all time, Usain Bolt shares how a shared spirit of innovation drives his enduring partnership with Hublot
Since 2010, Hublot and Usain Bolt have shared a partnership defined by parallel paths of extraordinary growth and bold innovation. Both are united by a pursuit of time: to measure it, to push beyond limits and to create something lasting. First, Unique, Different—the brand’s mantra—fits seamlessly with its ambassador. First on the track, first to set and break records, unique in his achievements, distinct in his style and different in his stature among sprinters.
At this year’s Watches and Wonders Geneva, DA MAN sat down with the man known as “Lightning Bolt” himself. Reflecting on his journey with the Swiss watchmaker, Usain Bolt recalled being drawn to Hublot’s youthful energy and its spirit of “fusion”—a philosophy that resonated with his own mission to redefine what’s possible in sport. Much like his career, he has seen the brand evolve and strive for dominance in its field.
DAMAN: Usain, you’ve been with Hublot for more than a decade. Do you remember what first drew you to the brand and how the partnership has evolved since then?
Usain Bolt: Yeah, when Hublot first approached us, we always took our time to figure out which brand fit us best. We weren’t in a rush. Hublot was a brand that was really transcending and growing quickly. I felt it had a younger, fresher vibe, especially with the different colors and collaborations. I was excited to be part of that and that’s one of the main reasons I was drawn to them.
DA: How does Hublot’s philosophy of “fusion” connect with your own way of breaking boundaries in sport and in life?
UB: As I said, we started together. I was just beginning to make my mark when Hublot was also growing. We developed side by side, both trying to dominate in our fields. That really resonated with me. And as you said, they’re a fusion company that works with DJs, athletes, painters—so many different people. For me, that’s great because I was also trying to build my own brand and make it as big as possible.
DA: On a personal note, what’s your favorite Hublot watch to wear daily?
UB: My favorite is actually my own—the first one they made for me. The strap was made using material from the spikes I wore when I won in Beijing and that means a lot to me because those are among my favorite spikes ever. That’s one of my favorite watches. Personally, I also have the clear ceramic watch which I really enjoy.
DA: This year marks the 20th anniversary of the Big Bang collection. In your opinion, what makes it such an icon?
UB: As the name says, it’s the Big Bang—it’s bold. We’ve tried to create different versions and different designs. The watch I’m wearing now can’t be scratched; it’s proper gold with ceramic. They always try to be unique and different and that’s the key.
DA: If you could design a Big Bang tribute model from scratch right now, what elements would you include to reflect your legacy?
UB: I’ve always thought about this. I’ve never seen them make one with an actual stopwatch. That’s something I’d add because as a track athlete we’re always catching time. That would be great. I’d also go for bold colors. You want a color that stands out, one that people notice right away and ask, “What’s that?” You know? They’ll want to see what you’re wearing.
DA: Last one: if you raced against a Hublot Big Bang’s chronograph hand, who would win?
UB: Me, of course. Easy. [Smiles] But time is endless. Hopefully, I’d win; though in the end I think it would be a draw.
