Hublot is revving up the marketing for the new MP-05 LaFerrari Sapphire watch in its first animated movie.
Together with Ferrari, the Swiss watch brand is visualizing the power reserve of the $575,000 timepiece in a short film created by visual effects studio Digital Domain. Best known for its state-of-the-art graphics on blockbusters such as “Deadpool,” “Maleficent,” “Transformers” and “Titanic,” which was directed by its cofounder James Cameron, the Los Angeles-based film company packed the watch’s 50-day power reserve in adrenaline-fueled animation that clocks in at 1 minute and 40 seconds.
Set in a high-tech laboratory, 3-D scanners analyze the engine of Ferrari’s FXXK hypercar as it speeds around a track in a sapphire city. Simultaneously, lasers carve out the case of the watch. Once the power reserve reaches 50 days, which Hublot said is a historic record, the race and watch are finished.
“I know this watch by heart — every feature, every detail. The film literally plunged me into sensations that I have never felt before,” said Ricardo Guadalupe, chief executive officer of Hublot.
The film’s premiere is set for Wednesday night on the rooftop of Los Angeles’ Ace Museum. Not shy about hosting elaborate parties that allow customers to hobnob with partners such as Kobe Bryant and Chelsea Football Club, the LVMH Moët Hennessy Louis Vuitton-owned brand is replicating a drive-in cinema with the Hollywood sign in the distance. Surrounded by Ferraris and classic cars, 50 clients can scope the watch that requires more than 600 hours of craftsmanship and weighs only 53.5 grams on the wrist. While a bargain compared to Ferrari’s FXXK, which went for almost $3 million, the MP-05 LaFerrari Sapphire will be available by the end of the year — just in time for the sprint among the one percent elite to do their holiday shopping.