Global DJ and producer DJ Snake recently made the news again for sharing the surprising origin of his multi-year brand collaboration with the luxury Swiss watch company Hublot. During a recent interview, the artist disclosed that the high-profile partnership started after a picture of him wearing a fake, or counterfeit, Hublot watch at a major music event went viral.
According to DJ Snake, the pivotal moment happened while he was performing at Ultra Music Festival. At the time, he was wearing a replica of a Hublot timepiece, which he had not purchased from the official company. The situation took a significant turn when the official Hublot social media account posted a photo of the DJ during his performance, noting the watch.
The post by the luxury brand, which appeared to recognize the timepiece, immediately caught the attention of both the artist and his team. This unexpected exposure created a direct opening for communication between the musician and the company. Rather than being upset about the fake product, Hublot saw a unique opportunity for a partnership.
This unusual start led to a direct conversation that quickly developed into an official, long-term deal. The artist and the watchmaker formalized a collaboration, making DJ Snake an official brand ambassador and later leading to the creation of his own signature watch models. This story is highly uncommon in the world of high-end brand deals, where authenticity and exclusivity are usually the main focus.
Check out the full episode of the Bootleg Kev podcast, where Snake discusses the watch deal and many other topics, by accessing the video below: