Kylian Mbappé

As Hublot celebrates 20 years of the Big Bang and SW marks a decade of excellence, Kylian Mbappé fronts another landmark cover. A World Cup winner, global icon, and symbol of his generation, he embodies the spirit of reinvention that defines both watchmaking and sport today.

In 2005, Hublot sent shockwaves through the world of watchmaking with the introduction of the Big Bang. It was more than a timepiece; it was a declaration that innovation belongs to the bold and that rules exist to be rewritten. Twenty years on, the Big Bang remains a definitive icon of 21st-century horology, a symbol of creativity and imagination.

Ten years later, in 2015, SW was born. Its mission was clear: to chronicle sport not just as competition, but as a defining part of modern culture. To capture athletes not only as performers, but as personalities. To chart the rising influence of sport across fashion, lifestyle, and luxury.

In its first decade, the magazine has brought together sports and entertainment professionals and the world’s leading brands, from football to Formula One, watches to global real estate, always through the lens of excellence.

Now, standing at the intersection of these anniversaries, is Kylian Mbappé. At just 26, he has already achieved what most players can only dream of: a World Cup, the status of national icon, and global recognition across every corner of the world. He has become a symbol of his generation, the perfect reflection of Hublot’s ethos and the ideal cover star for SW as it celebrates its tenth year.

This is not coincidence, but alignment: three stories converging as one. A watch that reinvented modern horology, a magazine that reshaped sport’s place in society, and a footballer who has redefined what it means to inspire a generation.

Hublot’s journey has always been defined by disruption. In the 1980s, founder Carlo Crocco shocked the world of Swiss watchmaking by fusing gold with rubber, a move considered radical at the time. Gold, the pinnacle of tradition and luxury, paired with rubber, a material of function and resilience. By all accounts, it should not have worked. And yet it did, becoming an icon of modern sport-luxury.

By 2005, Hublot was ready to shake the industry once more with the launch of the Big Bang. The design was oversized, architectural, and uncompromisingly bold. Its sandwich construction layered materials such as ceramic, Kevlar, and carbon fibre in ways never attempted before. Where other maisons prioritised tradition, Hublot looked outward to art, science, and possibility.

In football, Kylian has been that same seismic force. At 18, he became the youngest French player to score in a World Cup, guiding his nation to glory in 2018. The way he played captivated the world, announcing him as far more than a rising star. Just as the Big Bang reshaped watchmaking, Kylian cemented himself as the future of football, explosive, elegant, and impossible to ignore.

For Hublot, partnerships with sport’s greats have always been about more than endorsement. They are statements of shared values. From Pelé, the king of football, to Usain Bolt, the fastest man to ever live, the Hublot family has become a hall of fame for athletes.

When Kylian became the brand’s active ambassador within football, it marked a turning point. “Kylian is the first current footballer to represent the brand,” said Ricardo Guadalupe, Hublot’s CEO. “In becoming a Hublot ambassador, Kylian joins the legends of football, and King Pelé in particular. Being able to bring together Pelé, the patriarch of our Hublot Family, and Kylian, our youngest-ever ambassador, is one of those unique moments in life, an instant where time stands still to mark history forever.”

For Kylian, the partnership is deeply personal. “It’s a huge honour to meet Mr. Pelé, and a great source of pride to find myself at his side in the Hublot family,” he said. “For me, Hublot is a real favourite. I’ve been a fan of their watches and their philosophy for a long time.”

“Hublot embodies this fusion of innovation, new technologies, and materials, which greatly appeals to me. They unconditionally support my sport and are associated with my finest moments in football, so I am proud to become the first current footballer to act as an ambassador for the brand. That’s why I am Hublot.”

Pelé himself offered a heartfelt welcome. “He is a fantastic athlete; he thrilled me during the 2018 World Cup, he made me want to dust off my football boots and join him on the pitch. He hasn’t fully realised it yet, but he has left his mark on history and, above all, he will keep the moments he experienced and the feats he has accomplished deep within himself. When I followed his games during the World Cup, I could feel my body run, my feet score, my heart beat with this intense joy, that of victory. Well done and welcome, Kylian.”

In those words, a baton is passed. The patriarch of the game recognises the heir apparent. For Hublot, the symbolism could not be clearer: legacy fused with the future.

As Kylian looks ahead to the next stage of his career with Real Madrid, Hublot too looks forward, celebrating two decades of its defining creation. Over the past 20 years, Hublot has introduced materials never before seen in fine watchmaking, from brightly coloured ceramics and transparent sapphire to the indestructible Magic Gold. It has pushed the boundaries of mechanical complexity while collaborating with artists, designers, and athletes to keep its vision alive.

The Big Bang is a symbol of perpetual reinvention. From the original 2005 design to the latest anniversary editions, it has remained a canvas for imagination. Julien Tornare, Hublot’s CEO, reflects: “Celebrating the 20th anniversary of one of the undisputed icons of contemporary watchmaking is something that we at Hublot are incredibly humbled and proud of. The Big Bang is without a doubt one of the most significant watches of the 21st century. Its influence has reshaped the potential of what a watch can be, crossing all boundaries between tradition and modernism, science and art. This is a year of celebration, reflection, and looking forward, and we’re excited to share special moments and surprises with our global community throughout 2025.”

For Kylian, this resonates. He too stands at the crossroads of tradition and innovation, rooted in the history of the game while constantly redefining what comes next. Just as the Big Bang is a timepiece born of fusion, Kylian is a footballer born of fusion: speed and strength, instinct and intelligence, discipline and flair.

As SW turns 10, this moment becomes even more poignant. Over the past decade, the magazine has charted the rise of athletes who, like Kylian and Hublot, embody boldness. It has celebrated Lionel Messi’s artistry, Lewis Hamilton’s drive, James Harden’s presence, and Harry Kane’s legacy, each cover a reflection of excellence in its own form.

To feature Kylian on the cover is to bring that mission full circle, a fitting finale to our Decade of Excellence year. He is not just the face of football today; he is its future. His partnership with Hublot symbolises everything the magazine has stood for: the fusion of sport and culture, the pursuit of excellence, and the power of icons to inspire beyond their arenas.

This cover is more than a celebration. It is a milestone. A recognition that in the last 10 years, sport has become inseparable from lifestyle, luxury, and global culture. That athletes like Mbappé are not just players, but symbols. Brands like Hublot are not just watchmakers, but architects of cultural moments. And that SW, in telling these stories, has itself become part of the fabric of the modern era of sport.

Time is both history and possibility. In 20 years, the Big Bang has gone from an audacious experiment to a legend of contemporary horology. In 10 years, SW has grown from a bold idea to a global platform for sport and lifestyle. In 27 years, Kylian Mbappé has gone from prodigy to global icon.

But this is only the beginning. For Kylian, the greatest chapters of his career lie ahead. For Hublot, the Big Bang continues to evolve and dare. For SW, the next decade promises new stories, new icons, and new milestones.

This cover, Kylian, Hublot, SW, is not just a commemoration of the past, but a marker of the future. A moment when time stands still, only to remind us that everything is still in motion.

The Big Bang changed watchmaking forever. Kylian Mbappé is changing football forever. SW continues to chronicle excellence, 10 years and counting.