Alexander Volkanovski joins Hublot as a Friend of the Brand

YOU MIGHT CALL it a hand-in-glove pairing: Alexander Volkanovski is joining iconic Swiss watchmaker, Hublot, as a Friend of the Brand.
âVolkâ is one of the greatest mixed martial artists (MMA) of his generation and widely considered one of the finest pound-for-pound fighters ever to have graced the UFC (Ultimate Fighting Championship). The 36-year-old was the UFC Featherweight Champion for five years between 2019 and 2024, and is currently ranked number 1 in the division. No surprise, then, that the former Wollongong rugby league player has earned the nickname Alexander âThe Greatâ Volkanovski.
For Hublot, stepping into the octagon with Volkanovski highlights the Swiss watch companyâs audacious and unconventional approach to partnerships and promotions. The creator of the explosive Big Bang watch 20 years ago has collaborated with dozens of pioneers in music, art, design, philanthropy and sports, including the likes of Usain Bolt, Kylian MbappĂ©, Dustin Johnson and Novak Djokovic, among others.
The move into the MMA space is a smart one for the maison. MMA, and the UFC in particular, has exploded in popularity in the past decade, becoming one of the worldâs fastest growing sports.

And in Volkanovski, the brand has chosen one of the sportâs most beloved figures. Born and raised in Wollongong to Greek and Macedonian parents, Volkanovski famously transitioned from a career as a semi-professional rugby player, after taking up MMA at 22, as a way to keep fit during the off-season.
Immediately showing tremendous promise, Volkanovski won his first four fights as an amateur before turning professional. His remarkable ascent through the sport coincided with an astonishing transformation. On entering the sport, Volkanovski weighed 97kg, placing him in the light heavyweight division. But through ruthlessly disciplined training, including his famous âmeat grinderâ sessions, he came down four weight divisions, settling at featherweight (66kg). He now has 26 wins against only four losses and has his eye firmly on regaining his title. Volkanovski will be formally welcomed into the Hublot family at this weekendâs UFC 312, held at Sydneyâs Qudos Bank Arena, where heâll be attending as a guest fighter.
âIâm so excited to become a Hublot Friend of the Brand,â Volkanovski said upon announcement of the collaboration. âHonestly, I couldnât have imagined when I first got into MMA nearly 15 years ago that Iâd one day be able to say Iâm with Hublot. Itâs such a huge honour to be the first fighter in MMA history to work with Hublot and to partner with a Swiss watch company. Hublotâs story and style are a perfect fit for me.â
In welcoming Volkanovski to the Hublot family, president Julien Tornareo remarked on the fighterâs dedication, courage and work ethic in the Octagon, and âthe funny, caring, humble family man you are outside itâ.
Speculation on who Volkanovski will fight next has been rife in UFC circles in recent months, with a rematch against Spainâs Ilia Topuria and a showdown with rising Brazilian star Diego Lopes, among various options being floated.
Whichever way it turns out, the Wollongong warrior will now have Hublot in his corner.
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