Como 1907 and Hublot Launch Limited-Edition Timepiece as Club Leverages Luxury Branding Strategy.

Roger Hampel

Photo Credit: Como 1907

Como 1907 has unveiled a limited-edition collaboration with Swiss luxury watchmaker Hublot, introducing the Classic Fusion Como Edition — a bespoke chronograph limited to 50 individually numbered pieces, sold exclusively via the club’s digital platform.

Retailing at €17,500, the release marks a calculated move by Como to leverage its unique location and Serie A promotion into a broader luxury identity that fuses football, fashion, and heritage.

From Football Club to Lifestyle Brand

The 42mm automatic chronograph features a black ceramic case, deep blue sunray dial, and gold-tone accents. A “Como” signature on the dial pays homage to Lake Como, where the club is headquartered — and where its stadium is uniquely located on the lakeshore, with the Alps as its backdrop.

“The name ‘Como’ carries an undeniable allure—one of elegance, aspiration, and excellence,” said Allison Lyons, Head of Commerce for Como 1907.“This collaboration with Hublot represents that same ethos, bringing together the artistry of fine watchmaking with the timeless prestige of Lake Como.”

While many football clubs focus on retail sales through kit drops and player-branded apparel, Como is signaling a different approach — one aligned with scarcity, aesthetic curation, and crossover appeal.

Photo Credit: Como 1907

From Lunch Conversation to Luxury Capsule

According to Augusto Capitanucci, Managing Director for Hublot in Mediterranean countries, the partnership came together organically:

“This was a wonderful opportunity that arose during lunch with a friend, Mirwan Suwarso. Como is a very young and friendly team with an important project behind it, and it reminded me closely of the key elements of Hublot’s history. It didn’t take long to decide to produce this limited corporate edition.”

The watch includes an engraved Como insignia on the sapphire crystal case back and is completed with a black alligator strap with blue stitching — a deliberate nod to the club’s colours and location.

Athlete-Led Positioning Como 1907 Hublot

Sergi Roberto, former FC Barcelona player and now an investor and first-team regular at Como, actively participated in the launch campaign and offered his endorsement via LinkedIn:

“I'm proud to have taken part in the campaign for the new Classic Fusion Como Edition. This limited-edition watch captures the essence of Lake Como and Swiss watchmaking excellence,” he wrote.“Como 1907 is redefining what it means to be a football club. Collaborations with brands like Rhude and Hublot celebrate not just our promotion to Serie A, but the type of season we’ve had as a team. It’s inspiring to be part of a project that values performance on the pitch and innovation off it.”

The launch of the Classic Fusion Como Edition is part of Como 1907’s broader commercial rebranding strategy, which includes fashion collaborations (e.g. with Rhude) and a focus on storytelling that transcends football.