By  on February 17, 2010

Hublot, creator of the Big Bang watch, is plotting for a stronger performance in the U.S., where it is appointing a new president, establishing directly owned retail units and stoking its growing women’s business with its first targeted advertising campaign.

“We are weak in this country because we are nobody,” said Hublot chief executive officer and luxury watch veteran Jean-Claude Hublot, noting the brand’s U.S. business is small compared with other more established players like Rolex. “But it is beautiful to be weak because the weak can become strong.”

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