There is no end to the original initiatives that can spring from the mind of Jean-Claude Biver.
At the World Cup in South Africa, we have already witnessed the appearance of the first 'Official Timekeeper' of a football match, i.e.: how to combine maximum visibility with minimum effort, as it is certainly not necessary to time the 45 minutes of each half with the precision of a thousandth of a second.
We thought, therefore, that we could not be surprised any further, but he did it again.
We receive in the newsroom the announcement of the birth of the Official Timekeeper of the... fashion shows.
In partnership with Mercedes-Benz Fashion Week, Hublot will act as Official Timekeeper for New York Fashion Week (9-16 September) at Lincoln Center, where five wall clocks will mark the time in the world's fashion cities (New York, London, Milan and Paris, Tokyo) and Geneva (a tribute to Hublot itself). At the same time, a Hublot digital watch will announce the start of the fashion shows and their duration. Finally, Hublot will time the delay of the opening of each fashion show in relation to the official time, in a daily 'performance' with the explanatory title: 'How Late is Fashionably Late'.
After having managed to convince our more sceptical friends, not without some difficulty, of the usefulness of an Official Timekeeper in a football match to accurately calculate extra time, unless the models run the hundred metres on the catwalk we find it difficult to argue the case for the Official Timekeeper qualification for a fashion show, but we will try anyway.
Mr Biver, you have outdone yourself!
