Hublot CEO Jean-Claude Biver is a genius at branding; he knows how to leverage more famous brands, like Manchester United, to spread his mantra. Late last year Hublot announced its appointment as Ferrari’s sole watchmaking partner – for both Ferrari and the Scuderia Ferrari Formula One team – and now the new Hublot Big Bang Ferrari has been unveiled at Baselworld 2012.

The Big Bang Ferrari gets its various design cues from different parts of the Ferrari automobile. Hublot says this is the first evolution of the Big Bang, from the original 44 mm case this is 45.5 mm in diameter. It looks a lot like the Big Bang King Power to me, but then again what do I know? The movement is the in-house HUB 1241 UNICO flyback chronograph movement. Two versions are available. One is a 1000 piece limited edition in titanium, and the other is a 500 piece edition in Magic Gold. Magic Gold is an intriguing yellow gold alloy exclusive to Hublot that combines ceramic and gold into an 18k alloy that is exceptionally hard, so much so that it’s scratch resistant.

Magic gold (left) and titanium

Both cases have carbon fibre and resin inserts on the case side in the Hublot tradition of fusion; the case is actually a sandwich construction with metal top and bottom, and kevlar in between.

Regardless of the automotive details this watch still possesses the typical oversized and ostentatious Hublot aesthetic. And this is not high horology either. That being said I do like the look of this, as well as several other Hublot watches; they have a peculiar irrational appeal.

Notably Hublot is the fourth official Ferrari watch in about 20 years. It was preceded by, in chronological order, Girard-Perregaux (successful), Panerai (much less so) and Cabestan (did all right given the $400,000 price tag).

– SJX