At a lavish event in Monaco, Swiss watch brand Hublot was set to unveil the limited edition Big Bang Unico Usain Bolt Platinum Edition, a \$2 million watch designed to honor the legendary sprinter Usain Bolt. However, the event quickly turned into a point of controversy when “Lightning Bolt” himself unexpectedly appeared and openly criticized Hublot, sparking a storm in both the watch and sports communities. Usain Bolt stepped onto the stage while CEO Ricardo Guadalupe was introducing the new timepiece, with a statement that left the entire audience in stunned silence.

At a lavish event in Monaco, Swiss watch brand Hublot was set to unveil the limited edition Big Bang Unico Usain Bolt Platinum Edition, a \$2 million watch designed to honor the legendary sprinter Usain Bolt. However, the event quickly turned into a point of controversy when “Lightning Bolt” himself unexpectedly appeared and openly criticized Hublot, sparking a storm in both the watch and sports communities. Usain Bolt stepped onto the stage while CEO Ricardo Guadalupe was introducing the new timepiece, with a statement that left the entire audience in stunned silence.

 

As Hublot CEO Ricardo Guadalupe stood under the spotlight, delivering a glowing speech about Bolt’s influence on sport and culture, the atmosphere was electric. Then, without warning, a murmur swept through the crowd. Usain Bolt himself had entered the room—uninvited.

Wearing a simple black suit, Bolt calmly walked onto the stage and took the microphone from a visibly startled Guadalupe. What followed stunned everyone in the room.

“I appreciate the admiration, but I cannot stand here and pretend that this watch represents who I am,” Bolt began, his voice measured but firm. “No one from Hublot consulted me about the design, the price, or even the idea. This isn’t a tribute—it’s exploitation.”

Gasps rippled through the audience as cameras flashed. Bolt continued, “I grew up in a small town in Jamaica, and I’ve always tried to represent humility, hard work, and the power of sport to uplift. A $2 million watch that most of the world can’t even dream of affording—that doesn’t reflect my values or my story.”

The room fell into stunned silence. Guadalupe attempted to interject, but Bolt held his ground.

“I’ve worked with brands that understand what I stand for. This—this feels like a tone-deaf marketing move using my name without my input,” Bolt said, placing heavy emphasis on each word.

Within minutes, the story began trending on social media. Videos of the confrontation were shared across Twitter, Instagram, and TikTok. The hashtag #BoltVsHublot began to dominate headlines, with fans and critics alike weighing in. Some praised Bolt for his integrity, while others criticized both parties for allowing the situation to unfold so publicly.

In the aftermath, Hublot issued a brief statement expressing “regret for the misunderstanding” and claiming that the project had been developed “with the deepest respect for Mr. Bolt’s legacy.” However, Bolt’s team responded by clarifying that he had no involvement in the design, approval, or promotion of the watch.

The controversy has since raised larger questions within the luxury industry about authenticity, celebrity partnerships, and the importance of consent and collaboration. As for the Big Bang Unico Usain Bolt Platinum Edition, its future now remains uncertain—not unlike the fallout from one of the most unexpected moments in recent luxury brand history.