Hublot has become the watchmaking partner of Ferrari. This is no simple agreement for creating a tie-in product, for licensing or sponsorship. It is a comprehensive agreement covering all the activities of Ferrari and Hublot, both in terms of brand image and the commercial activities of both companies.

This represents a genuine exchange between the two brands and a pooling of resources and information – a win-win agreement that was announced by Jean-Claude Biver, CEO of Hublot, and Luca Cordero di Montezemolo, President of Ferrari SpA, on 5 November 2011 on the occasion of the Ferrari World Finals at the Mugello international racing circuit near Florence, the traditional event rounding off the Prancing Stallion's sports season.