Hublot has partnered with OSL, a digital asset brokerage, to release a limited-edition watch set, the Big Bang Limited Edition, that can only be purchased with bitcoin.

OSL boasts more experience than most, considering that its founders have been active in the cryptocurrency space since 2013 .  Interestingly, the fact that there are only “210” watches available is a subtle nod to the fact that only 21 million bitcoin will ever exist.

Hublot prides itself on being an avante-garde brand, and was acquired a decade ago by Moet Hennessy Louis Vutton, often abbreviated as LVMH – a conglomerate that operates 60 subsidiaries, and manages  some of the most respected luxury brands in the world, including Louis Vutton, Marc Jacobs, Sephora, Celine, and Givenchy.

The Hublot brand has been referenced numerous times by rappers such as Jay-Z, one of the world’s most successful rapper/entrepreneurs, who has been known to popularize luxury brands, including another watch brand Audemars Piguet.

A Historic Announcement

The aesthetic of the watch is more industrial than the rest of Hublot’s offerings, referencing the futuristic nature of the world of digital currency, and is the world’s first luxury project to be sold solely through a digital currency.

Announced at Consensus Singapore, theadvertising campaign for the watch even has cryptocurrency undertones, as it describes the rollout of the product as a “roadmap”, and refers to a “pre-sale” and “strike date”.

Digital Boutique

This latest announcement follows the announcement that Hublot would offer a “digital boutique” of sorts, where the company’s sales advisors would interact with customers in real time.

The company asserted that this was simultaneously a way to enhance the customer experience while allowing the company to innovate technologically in order to differentiate the brand further from its competitors.

Customers without an OSL account will be required to comply with a KYC procedure in order to obtain the luxury item, and delivery of the watches is not expected until early next year.