clock menu more-arrow no yes

Filed under:

Hublot CEO Jean Claude Biver Treks 10 Miles in the Alps with Cows

Racked is no longer publishing. Thank you to everyone who read our work over the years. The archives will remain available here; for new stories, head over to Vox.com, where our staff is covering consumer culture for The Goods by Vox. You can also see what we’re up to by signing up here.

With the growing demand for large watches over the past few seasons, Hublot has been at the forefront of this trend with what has now become their signature timepiece, the Big Bang. Recently they introduced a limited edition version, the Big Bang Black Magic, that benefits amfAR and marks the 25th anniversary of the non-profit's efforts in AIDS research.

What you might not know is that the CEO, Jean Claude Biver, is somewhat of a foodie and even makes his own cheese! We like this guy already. During the launch of the Big Bang Black Magic, we got an opportunity to sit down and chat with Mr. Biver, not Bieber, although we can see J-Beebs wearing a Hublot.

Racked: Describe the event in these photos.

Jean Claude Biver: It is called La Désalpe when we bring 100 cows back to our hometown from the Alps through a 10 mile trip down the paths and back roads. During this walk thousand of people are watching us and once we arrive at home, we have a huge party with some 3000 guests from all over the region.

Racked: Do you have any favorite bovines? If so what are their names?

Biver: Yes, Brunette is my favorite. She is the most beautiful, all brown, very easy to handle, not aggressive, very docile, and on top of this she gives a record amount of milk.

Racked: Do the cows eat any special foods? Or treats?

Biver: During summer, when we do the cheese, they eat grass with full of Alp flowers. The flowers give the flower taste to the milk.

Racked: Is there one cow that produces the most milk?

Biver: Yes, Brunette is the queen.

Racked: How did you choose which cow you would walk down the valley with?

Biver: I usually walk down with Brunette as she is my favorite and the best.

Racked: Did you grow up with cows?

Biver: No, but I was quite often in the farm of my grandparents. Some of their friends and relatives had cows.

Racked: You've had the farm since 2003. Have there been any calves been born there?

Biver: We have 35 to 40 calves born here every year.
· Hublot [Official Site]
· amfAR [Official Site]