In 1980 Carlo Crocco created the Hublot watch, featuring a gold case and natural rubber strap. For the first time in the history of watchmaking, a precious underground material was combined with an above-ground natural substance. Soon thereafter, leading watchmaking brands started using rubber, thus validating the concept. Fusion means combining exotic materials like gold and ceramic, tantalum and red gold, or even magnesium and titanium. But it also means blending classical and modern Swiss watchmaking tradition.