The Heritage of HUGO

HUGO was established in 1993 as the youthful, trend-led brand within the HUGO BOSS platform—built for people who prefer modern tailoring with a more expressive, street-aware edge. While the wider HUGO BOSS story began in 1924 in Metzingen, Germany, HUGO was created to push the style conversation forward with sharper attitude and more contemporary silhouettes.

The result is a brand identity that feels confident, urban, and current—designed for those who want clean structure, but not the “corporate uniform” vibe.

Modern Tailoring with a Bold Point of View

HUGO’s design language is defined by contrast: tailored shapes mixed with casual staples, minimal forms with graphic statements, and classic menswear ideas reworked for a younger, more style-fluid world. The brand’s messaging leans into individuality—often summarized by its “do it your way” energy.

In short: HUGO is for buyers who want a polished look that still feels rebellious and modern.

HUGO Watches: Fashion Design, Watchmaking Expertise

HUGO watches bring that same aesthetic into timepieces—bold, wearable, and designed as an accessory that completes an outfit. In watches, the brand follows a specialist licensing model: HUGO’s design direction paired with dedicated watch-category manufacturing and global distribution.

HUGO BOSS has renewed its watch license with Movado Group through the end of 2026, and the partnership covers HUGO Watches for men and women. Movado has manufactured and distributed BOSS watches since 2005 and expanded into HUGO watches from 2017 onward.

The Confident Everyday Choice

If you’re looking for a watch that feels modern, branded, and style-forward—without pretending to be traditional Swiss luxury—HUGO fits the lane perfectly. It’s a strong resale category because buyers know the name, recognize the look, and want a watch that matches a contemporary wardrobe.

Clean enough for daily wear, bold enough to stand out—HUGO timepieces are built for people who don’t do “basic.”