In 1980 Carlo Crocco created the first Gold Hublot Watch with the first natural black rubber bracelet in the history of watch making. In the mid 90's renowned watch brands became very interested and began to use rubber straps as the watches of today show, but for Hublot this wasn't a fashion phenomenon it was a lifestyle and the brand image from day one.

After three years of research to develop a unique bracelet that showed the exceptional properties of natural rubber this technology proved to be successful, so much so that the rubber bracelet is still the only one used on every Hublot watch. Carlo Crocco became so busy with his design work and many activities for a charity foundation that he needed a someone to take control of his watch business. Giving Jean-Claude Biver the position of CEO he became a board member and minority shareholder in Hublot watches.