Hublot opened its first dedicated boutique in the home of watchmaking, Geneva, Switzerland. After inaugurating its first world boutique in the rue St-Honoré in Paris in 2007, this year the brand celebrates Christmas on home ground. Built and fitted out with fine and traditional – but also high-tech – materials, the boutique reflects the Art of Fusion, Hublot’s defining philosophy and DNA. A fusion between tradition and technology, but also a fusion of innovative materials such as granite and carbon, and featuring liquid crystal display windows. The bluish, ethereal backgrounds illuminate the watches, which appear to be floating; this creates a magical visual effect in each recessed window-display in the boutique, whether facing inside or out. Films retracing Hublot’s history are projected like a watermark onto a large transparent glass surface. One experiences here the true Hublot spirit, in addition to the warm welcome that the brand reserves for its clients.