Meet HUGO and BOSS: HUGO BOSS welcomes the new brand world to cater to younger Pinoys, launches HUGO watch collection

OCTOBER 27, 2022

German luxury brand HUGO BOSS is set to embrace the new brand world that will delight every cool and chic fashionista in the Philippines.

Unleashing their wild side with Hugo Boss – Influencers Yna Sosa and Garett Flores rock edgy with Hugo Watch
Style and sophistication – Ryllah Mata shines with her Hugo Watch in hand and a smile on her face.

After its major brand revamp in 2022, HUGO BOSS is looking into the future in the Philippines with the launch of HUGO and BOSS, two strong brands that are clearly distinguished by their fashionable style but meet the same high standards of quality and fit, innovation, and sustainability.

“HUGO BOSS is ushering in a new era targeting the new and younger groups and turning them into fans of our brands. With HUGO and BOSS, we want to be more personal, emotive, and relevant which will help us connect to the new generation of trendy and stylish Filipinos,” said Judith Staples, Head of Marketing, Fashion and Lifestyle Brands at Lucerne Group.

The best of both worlds with HUGO and BOSS

Both brands will undertake a new, modern brand identity focused on younger Pinoy fashionistas. The entire collection design, store concepts, and omnichannel brand experience will be centered on a more playful and casual aesthetic while staying true to the brand codes of dressing excellence.

hugo boss
Class meets edge – Mister International 2022 Lukanand Kshetrimayum shows off his Hugo watch with a demure yet daring look.

On one side, you have HUGO, representing the young, progressive Gen-Z. HUGO encourages young generations to go their own way and set trends instead of following them. HUGO stands for individualism and self-expression, allowing young ones to express their personality by the way they dress. 

With the new collection under HUGO, authentic and unconventional styles come with a new logo representing the brand’s new boldness. A bold mix of contemporary and commercial pieces underlines the authentic HUGO DNA. 

Meanwhile, BOSS focuses on success-oriented yet trendy millennials, ready to take on the world. BOSS is all about chasing one’s dreams, finding their own purpose, and being whoever they want to be. Wearing BOSS encourages one to lead a self-determined life: that everybody can be a BOSS.

BOSS’ new logo represents boldness and progress. Speaking to the younger generation, BOSS does not compromise on style. It is more modern, more contemporary, and more impactful than ever before.

A new timepiece collection to tickle the fashion senses of younger, Gen Z Pinoys

With this new brand development, HUGO BOSS recently launched its Spring/Summer 2023 collection under the HUGO brand.

hugo boss
Ian Garcia sets the bar high with his polished look, accentuated by the understated elegance of his Hugo Watch – a perfect blend of modern style and timeless sophistication

Aligned with HUGO’s consistent championing for self-expression and individuality, the new timepiece collection features eight watches for the younger market which will allow them to express their personality.


Shaking up the status quo, HUGO Watches’ #Shill is an innovative, attention-grabbing three-hand timepiece with an angular cushion-shaped case. This edgy watch with strong Gen Z appeal features a minimalist dial encircled by a stamped-up reflector ring and is fastened with a link bracelet or logo-embossed leather strap. Available in both monochrome and contrasting color combinations, this out-there design highlights the mission of HUGO to lead rather than follow.


If you are sporty and are leaning towards trendy streetwear fashion, #IMPRESS FOR HIM is for you. HUGO redefines the racing watch for a new generation with the #IMPRESS FOR HIM, a sporty multifunction with a streetwear feel. A distinctive bezel with a knurled texture detailed with four stations is a highlight of the design, together with three interlinked super-matte sub-eyes on the circular brushed dial. A stamped-down number 12 and stamped-up indexes add the final touch of dimension to this striking timepiece, which is fitted with a link bracelet or leather strap.


An easy-wear three-hand men’s timepiece, the on-trend diving watch silhouette gets the HUGO treatment with #VISIT. This bold watch features a distinctive textured bezel with etched, ink-filled details, while the sunray dial is complete with oversized stamped-up indexes for a cool and contemporary aesthetic.  Fitted with a link bracelet or stitched leather strap, you can choose a color combination and the option of a gradient-finish dial to complete the eye-catching design.


The classic multifunction is reinterpreted with a streetwear twist in the HUGO #RUN, a striking watch that introduces urban-inspired details to a traditional silhouette. A clean case with pushers and crown protection complements the textured dial, which is detailed with day and date sub-eyes in a bold, industrial design. The word “Friday” at 12 o’clock on the day sub-eye brings more signature HUGO DNA to this timepiece, fitted with a choice of stitched leather strap or mesh bracelet.


Young, fun, and easy to wear, the HUGO #CATCH is a sleek and versatile timepiece for every day. The unisex design features the striking new squared HUGO logo on the dial and brings together a lightweight case, a stainless-steel bezel, and a silicon strap optionally printed with the HUGO logo. Contrasting indexes and ink-filled details on the bezel balance the minimalist feel of this three-hand watch, offered in a choice of bold colors.


HUGO Watches takes inspiration from the world of jewelry for the innovative #INTENSE, a statement-making multifunction with a cushion-shaped case. This contemporary timepiece features a mix of brushed and polished finishes and is secured with a striking chain bracelet in a choice of colors. Detailed with three diamond-cut matte sub-eyes on a beautiful textured sunray dial, the trend-driven design is for every HUGO woman who goes her own way in style.


The HUGO woman makes a sporty statement with #IMPRESS FOR HER, a simple yet striking multifunction fitted with a link bracelet. The focal point of the design is its distinctive bezel with a knurled texture and detailed with four stations. Three interlinked super-matte sub-eyes contrast with the circular brushed dial, while a stamped-down number 12 and stamped-up indexes add further dimension. This bold timepiece is offered in classic and trend-driven color combinations.


A sunray dial with an all-over etched HUGO logo pattern is the highlight of the #SHOW, a three-hand timepiece from HUGO Watches with a clean and simple silhouette, perfect for everyday wear. This versatile watch features the HUGO logo at 3 o’clock and is designed without indexes, focusing on the bold branding of the watch’s face. Its polished hands add to the chic feel of the #SHOW, which is fitted with a three-link bracelet in a choice of colors.

Regardless of your style preference, HUGO has it all for you. Give your wardrobe a sophisticated and modern upgrade with tailored pieces from HUGO. 

hugo boss
Less is more – Anthony Suntay proves that simplicity is key in this stunning shot of his Hugo watch.

Discover the stylish HUGO watches, available at the following WRIST_POD stores: Robinson’s Ermita, East Ortigas, Fairview, and San Lazaro.

Explore the exquisite BOSS watches at various CHRONOS locations: EVIA Lifestyle Center, KCC Zamboanga, Lanang, Megamall, North Edsa, Southmall, and S-Maison. You can also find them at select WRIST_POD stores in Dasmariñas, Davao, Legazpi, Pampanga,  Tagaytay, and Cagayan De Oro, and at SWISS GEAR stores in Cebu and Greenbelt 1 branches.


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