How the Alps Became Part of Luxury Watch Culture

Hublot ski goggles, showcasing a stainless-steel Hublot Big Bang Zermatt chronograph on a gray strap with the snow-covered Matterhorn peak in the background" width="970" height="776" data-caption='The limited-edition Hublot Big Bang Steel Zermatt celebrates the brand’s connection to the Swiss Alpine resort town and the Matterhorn. Photo: Laurent Xavier Moulin, courtesy Hublot'> In the Swiss resort town of Zermatt, Hublot has a boutique built in the traditional Alpine style, a cable car bearing its name and a longstanding partnership with the local tourism office. The watchmaker even serves as official timekeeper for Chez Vrony, a mountain restaurant overlooking the Matterhorn. On the slopes, Longines has spent more than a century measuring ski races down to fractions of a second, developing technology that tracks not just finishing times but how fast athletes move down the mountain. From Gstaad and St.

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