We finally think that Hublot has reached the point of no return. For a while, we were ok with their limited edition business model but after seeing this disjointed collaboration with Nespresso, we finally think that they’ve hit rock bottom. Referred to by Hublot as a collaboration between two Swiss brands combining innovation and sustainability, the Big Bang Unico Nespresso Origin is the result of the partnership between Hublot and Nespresso.

While the use of new materials has always been a priority for Hublot, this limited edition of 200 pieces is the first watch made of recycled Nespresso coffee grounds and capsules. The recycled aluminum capsules become the 42 mm case, bezel, crown, pushers, and part of the clasp.

For the first time ever and thanks to the innovative spirit of Hublot and Nespresso, the recycled coffee grounds from capsules are transformed into watch straps —a rubber version and a second Velcro fabric version. For the fabric strap, Hublot has collaborated with SINGTEX, one of Nespresso’s partners who was already using recycled coffee grounds to produce a fabric called S.Café.

While we think that it is very clever to use new materials and we are all up for recycling and repurposing materials, this collaboration goes a little bit too far by including Nespresso’s logo on the crown. Imagine paying $24,100 USD for a Hublot watch where the crown is not even marked with its logo.

By developing its own automatic chronograph movement, Hublot wanted it to be —like all of its creations— the first, different, and unique. As the soul of the watch, this movement with an “open heart” reveals its completely reimagined design, with a double coupling system and column-wheel from the dial side as well as a 72-hour power reserve. Its construction of 354 components has been simplified as much as possible to improve reliability and robustness. A great-looking movement that is fully visible via the display case back and we are happy that at least ‘Nespresso’ is not written all over the sapphire crystal.

From the first use of rubber in watchmaking to creating new precious alloys, such as scratch-proof Magic Gold, and producing revolutionary composites like ceramic and sapphire with unique colors, materials are always at the heart of the Hublot universe. To achieve its “Art of Fusion,” the Manufacture has its own Metallurgy and Materials laboratory, working in close collaboration with the Research and Development department, as well as its own foundry. These innovative materials are created and manufactured using the latest technologies, unique in watchmaking, and developed by Hublot.

Regardless of the innovation here, we don’t think that a partnership with Nespresso makes sense at all. Next time, just strap some Nespresso capsules to your wrist and call it the day.

Sticker Price $24,100 USD. For more info on Hublot click here.