Swiss luxury watch brand Hublot Geneve launched its own 24-hour television channel—Hublot TV—in June. It’s the first TV channel devoted exclusively to a watch brand. The endeavor is not only a first in the watch industry but also in the luxury goods sector in general.

The TV channel is accessible on Hublot’s year-old Web site, www.hublot.com.

Hublot TV was officially unveiled by Jean-Claude Biver, Hublot S.A.’s chief executive officer, on June 5 in Las Vegas at the Financial Times Luxury Summit, where he was a guest speaker.

“This is available to everyone and anyone,” Biver told JCK. No password or fee is necessary.

The Hublot channel is on around the clock, seven days a week, with full-screen vision and image quality, “which can be run directly from the Web site and viewed anywhere in the world,” said a company announcement. Unlike commercial or cable TV, it offers a menu of program choices from which to choose, letting the viewer customize what he or she sees.

Hublot TV presents not only reports about “everything that affects the world of Hublot” but also reports of more general interest, Biver told JCK. Some stories, he said, might be sold or given free to other TV channels. He has recruited five reporters to provide news and stories from Europe, Asia, and the United States.

Hublot TV uses new Internet technology, which makes it possible to receive full-screen TV on a PC screen at bit rates as low as 400 Kb and create a television channel for an audience of as few as 400 viewers anywhere with ADSL Internet access.

To develop the channel, Hublot commissioned WBBS S.A., a Zurich, Switzerland, company that develops TV channels on the Internet and broadband TV for companies and institutions.