Sameera Gamage 
Precision, power, and perseverance—Hublot partners with UFC legend Alexander ‘The Great’ Volkanovski to celebrate the spirit of champions!
Hublot proudly announces the newest “Friend of the Brand”, Alexander “The Great” Volkanovski. He is one of the most dominant mixed martial artists (MMA) of his generation in the world. Alex Volkanovski is known for his relentless fighting style, unwavering determination and the tactical brilliance he brings forth for every fight inside the octagon, easily cementing himself as one of the all-time greats in the UFC (Ultimate Fighting Championship). Hublot’s partnership further extends the brand’s involvement in the sporting world and also strengthens the Swiss watchmaker’s commitment to high-performing athletes.
The official announcement of Alex Volkanovski being a Friend of the Brand for Hublot will take place at UFC312, which is hosted at Sydney’s Qudos Bank Arena, where he will make an appearance as a guest fighter. The 36-year-old was reigned as the UFC Featherweight Champion for an incredible five years, from 2019 to 2024, and still continues to dominate his class with his current ranking of number-one featherweight. He is nicknamed “Alexander the Great” for his unmatched skill set and warrior mentality.
Alex Volkanovski is a local Aussie champion, being born in Wollongong, New South Wales, to Greek and Macedonian parents. He started his sporting career as a semi-professional Rugby player before transitioning to MMA at the age of 22. He first started doing MMA as a way of staying conditioned and in shape during the rugby off-season. However, this quickly turned into a full-fledged career as his passion for the sport grew, especially after winning his first four amateur fights.
“Welcome to the Hublot family Alex! We’re delighted to announce you as a Friend of the Brand and to be ringside with you at this weekend’s UFC 312. Over the years, we’ve admired your extraordinary athleticism, dedication and courage in the ring, and the funny, caring, humble family man you are outside it. At Hublot, it’s rooted in our spirit to take watchmaking into new dimensions, creating innovative, technically complex, aesthetically unforgettable watches that excite our customers, and to collaborate with people who dare to challenge the status quo. In this way, our stories are completely aligned.“
JULIEN TORNARE – HUBLOT CEO
As Volkanovski wanted to jump into the featherweight division, he had some work to do with his large rugby frame. He had an impressive physical transformation, going from initially weighing 97kg to 66kg. This extreme discipline, coupled with his adaptability and striking power, certainly turned him into a force to be reckoned with in the UFC. Throughout the MMA fighter’s career, Volkanovski has taken on the best of the best, showcasing his ability to out-strategize and outlast even the toughest opponents. His impressive career record of 26 wins and only four losses showcases his consistency and spectacular skill.
Forming partnerships with elite athletes is simply more than just a branding exercise for Hublot. Its also about aligning with individuals who exhibit the brand’s philosophy of being bold, embracing innovation and pushing past boundaries and self-limits. Since Hublot launched the revolutionary Big Bang collection 20 years ago, the brand has been continuously seeking out ambassadors who reinvent their respective fields.
This also isn’t the first time Hublot has partnered with an MMA legend, with the brand having previously worked with the likes of former UFC champions Khabib Nurmagomedov and Jorge Masvidal. With over 300 million fans worldwide and billions of dollars in pay-per-view revenue, MMA has evolved from a niche combat sport into a mainstream phenomenon. MMA is then a natural fit for a watchmaker like Hublot with their bold adventurous spirit.
I’m so excited to become a Hublot Friend of the Brand. Honestly, I couldn’t have imagined when I first got into MMA nearly 15 years ago that I’d one day be able to say I’m with Hublot. It’s such a huge honour to be the first fighter in MMA history to work with Hublot and to partner with a Swiss watch company. Hublot’s story and style are a perfect fit for me. I love how daring the company is with its designs and movements. They’re not afraid to take risks, try new things and do things differently, which is my story and the story of my sport, too. I really appreciate Julien and the rest of the Hublot Family for this great honour. I’m looking forward to getting out there at UFC 312 in Sydney this weekend with Hublot on my arm and pumped to see what the year holds. Whatever we do together, we’ll be the first to get there, and that’s a real thrill.
ALEXANDER “THE GREAT” VOLKANOVSKI
Just as Hublot has bought innovation and revolutionized the luxury watch industry with its daring designs, incredible movements and groundbreaking materials, Volkanovski has redefined MMA with his skill, tenacity, and heart. These two icons of their industry represent a fusion of bold ambition and unyielding determination—qualities that make champions, whether in the world of horology or in the UFC.
