Hublot have announced a new watch called the Mag Bang which continues their dull theme of apeing the Royal Oak albeit without nicely aligned bezel screws. It's a big fuss because apparently alloying magnesium and aluminium together is some kind of breakthrough which Hublot have achieved. I'm not going to repeat the tedious hyperbolic press release here.
Anyway rather than the fact that it's a poor R.O. copy, interestingly, Hublot have chosen to describe the movement (upper left) as 'in-house', thereby creating an uproar as it has opened up the can of worms that is the definition of 'in house'. Good luck to them. Eyes, over, wool, pull? Stupid think they we are?
We have been here before (at least twice). Take a look and you may be guilty of thinking the movement reminds you of the mundane but effective ETA 7750 (lower left drawing from ETA).
My view is simple. The predominating IP in this design is from outside (ETA/Valjoux). All the tricky side of it, the tolerancing, productionisation and so on was hard won by Valjoux a long time ago. Making it to drawing is easy peasy; simply substituting another material and upgrading with a few bushes and bits and bobs no great shakes. I have no evidence but would surmise Hublot still buy in the geartrain and possibly escapement from ETA. And, you can anglage and polish it till you can see your face (think Lemania 2310 in Patek 5070) but it doesn't change its genes and the fact that Hublot had NO part in creating the base clever, super cheap and effective tractor. However, admittedly, what they've done is at least one step - no let's be generous two steps - up from buying in a finished movement.
In the end, YOU pays your money and takes your choice. No thanks.
Thanks to Speedmaster putting me onto this one.