- Hublot has announced legendary Australian mixed martial artist and modern great, Alexander Volkanovski, as a “Friend of the Brand.”
- Despite there being a well-documented track record of one-sided association efforts, this marks the first official partnership between an MMA fighter and Swiss luxury watch brand.
- The news comes in the lead-up to Sydney’s UFC 312: Dricus du Plessis vs Sean Strickland II, wherein “The Great” will corner longtime training partner Colby Thicknesse in his promotional debut.
If you’re going to make history, who better to have in your corner than Australia’s own Alexander “The Great” Volkanovski?
The former UFC featherweight champion, pound-for-pound king, and future Hall of Famer (24-4) has today been announced as a “Friend of the Brand” at Hublot; marking the very first official partnership between a mixed martial artist and Swiss luxury watchmaker.
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“I’m so excited to become a Hublot Friend of the Brand. Honestly, I couldn’t have imagined when I first got into MMA nearly 15 years ago that I’d one day be able to say I’m with Hublot,” says Volkanovski himself.
“Hublot’s story and style are a perfect fit for me. I love how daring the company is with its designs and movements. They’re not afraid to take risks, try new things, and do things differently, which is my story and the story of my sport, too.”
Julien Tornare, CEO of the LVMH-backed watchmaker, added: “Over the years, we’ve admired your extraordinary athleticism, dedication, and courage in the ring; and the funny, caring, humble family man you are outside it.”
“At Hublot, it’s rooted in our spirit to take watchmaking into new dimensions, creating innovative, technically complex, aesthetically unforgettable watches that excite our customers, and to collaborate with people who dare to challenge the status quo. In this way, our stories are completely aligned.”
Volkanovski joins an impressive stable of his fellow athletes, which include everyone from ‘Big Three’ tennis player Novak Djokovic and (former) world’s fastest man Usain Bolt; to football superstar Kylian Mbappe and beloved two-time major winner Dustin Johnson.
“I’m just a normal bloke. And that’s exactly why I want a statement piece for myself. One that I can look at and think, ‘Yeah… I deserve this.’ And appreciate being able to have that watch, a reminder of who I am and what I’ve accomplished,” Volkanovski previously told BH during a 2021 interview.
“Of course, it looks good, people recognise what it is, but it’s more for myself.”
Not bad for a concreter/semi-pro rugby player from Wollongong.
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Outside of this landmark signing, Alexander Volkanovski is preparing to corner his longtime Freestyle MMA training partner and undefeated HEX bantamweight champion, Colby Thicknesse (7-0), in his promotional debut at this weekend’s UFC 312: Dricus du Plessis vs Sean Strickland II… where the storyline is a little more compelling than the home turf setting alone.
Set to go down at Qudos Bank Arena, Sydney, Thicknesse — who replaces another hot Aussie prospect, Cody Haddon, on short notice — faces off against Aleksandre Topuria, older brother to the same rival who dethroned “The Great” from his UFC featherweight throne: Ilia Topuria.
Suffice it to say, it’s a significant week on all fronts.
