Interview with Oliver van Lanschot Hubrecht (Alpina): “We are not a single-product brand.”
Oliver van Lanschot Hubrecht, Brand Director at Alpina Watches since 2016, almost always exudes a cheerful and relaxed sense of confidence.
However, this is not solely due to its Dutch roots—and the pragmatic, no-nonsense attitude associated with them. The positive growth of the Swiss watch brand Alpina, which has been part of the Citizen Group since 2016, also plays a role.
In an interview with Insight Luxury at Watches & Wonders 2026, Oliver van Lanschot Hubrecht spoke about key markets, iconic models, the importance of light, price trends, and the future of the watch industry.
Left: Alpina booth at Watches & Wonders 2026
Insight Luxury: Alpina will be participating in Watches & Wonders for the fourth time in 2026. You are clearly very pleased with how the event has developed and with the feedback you’ve received here.
Oliver van Lanschot Hubrecht: This is actually Alpina’s fourth time here, and I find the development truly exciting and positive. Since my first time participating, for example, I’ve noticed a significant increase in visitor numbers across the board—both during sales events and during public hours.
I see great opportunities for us here to tap into new markets. In fact, we still have room for growth, as we are not yet fully represented in all the markets that are relevant to us.
To mark its 140th anniversary, Alpina unveiled the limited-edition Heritage Carrée Mechanical 140 Years, featuring the restored original Caliber 490 from 1938,
IL: Which markets have you been focusing on most recently?
OvLH: Our key markets include the U.S., France, Germany, Switzerland, Italy, and India. India is currently a particularly strong market and continues to grow despite the global situation, which is great for us.
But we are also tapping into smaller markets such as Bulgaria, where our brand is just beginning to gain a foothold. Watches & Wonders offers us a unique opportunity to build and strengthen relationships with these growing and emerging markets.
IL: Let’s talk about the watches. How pleased are you, actually, that you launched the “Alpiner Extreme” in 2022 as a redesigned, more compact version?
OvLH: Very much so. The line is doing exceptionally well. We invested a lot in the design because we wanted it to be highly recognizable to a broad audience. It has paid off.
We have also introduced various case sizes and movements, including the successful “Alpiner Extreme Solarmetre” model, which features a solar movement from La Joux-Perret.
IL: In the watch industry, people often talk about “icons.” Is the “Alpiner Extreme” Alpina’s icon?
OvLH: Absolutely. It has a distinctive case design and a history that dates back to its launch in 2005. We redesigned it in 2022, making it more comfortable to wear and better suited for everyday use.
I can’t say whether she’s actually an icon—but her recognizability is undeniable.
Oliver van Lanschot Hubrecht
IL: “Alpiner Extreme” features heavily in Alpina’s marketing communications. Isn’t it also a risk to push a line so hard?
OvLH: We really do have to be careful there, because we don’t want to become a single-product brand. That’s why we always strive to maintain a balance between the different collections.
However, the “Alpiner Extreme” has established itself as a key flagship model because it perfectly embodies Alpina’s DNA: affordable luxury watches that are rugged, functional, and suitable for outdoor use—and, of course, look great.
IL: Is the “Alpiner Extreme” also Alpina’s best-selling model?
OvLH: Yes, this collection is still our best-selling one. But there’s also a lot of interest in the “Heritage” series, especially in the model we launched to mark our 140th anniversary in 2023.
The “Alpiner Extreme Solarmetre,” introduced in January of this year, is posting promising sales figures.
Oliver van Lanschot Hubrecht
Just one minute of artificial light per day is enough to fully charge it. Once fully charged, it runs for up to ten months in complete darkness. After it has completely discharged, you just need to expose it to light for ten seconds, and it will start running again. A single minute of light is enough to keep it running for an entire day.
IL: Will we see this solar technology in other collections as well?
OvLH: Yes, we plan to incorporate it into various collections. While it won’t completely replace the traditional quartz movement, it will play a more prominent role in our product line in the future.
IL: Another exciting collection is the “Startimer,” which made its comeback at Watches & Wonders—even though it’s only 15 years old.
OvLH: I’m really excited about the new models in this collection. Although the “Startimer” has taken a bit of a back seat in recent years due to our strong focus on the “Alpiner Extreme,” it’s immensely important to us. After all, it, too, is part of our history and DNA.
Alpina has a tradition of making pilot’s watches that dates back to the 1920s.
Oliver van Lanschot Hubrecht
IL: What sets the current “Startimer” collection apart?
OvLH: The new design features a 40-millimeter case with a sleeker profile and a combination of brushed and polished finishes. The dial has a fresh look with block-shaped Luminova hour markers and gains additional depth thanks to its texture. We also use the G100 automatic movement from La Joux-Perret, which offers a 68-hour power reserve.
IL: Do pilots actually use these watches?
OvLH: Yes. In Germany, in particular, there’s a strong community of pilots who appreciate this technology. We’re also launching additional models this year featuring technical innovations—including displays that are usually only found in the cockpit. So things are sure to stay exciting.
In partnership with Watch Angels, Alpina presents the Startimer Pilot Chronograph Automatic IFR, which allows for the immediate display of approach curves into a holding pattern.
IL: Inflation, rising energy costs, tariffs: Can you tell us a little about your pricing policy?
OvLH: We are sticking to a core price range that starts just under 1,000 euros and goes up to about 3,000 euros. We believe there is still a lot of potential in this price range.
While some brands have significantly raised their prices in recent years, we offer excellent and fair value for the money compared to our competitors, with high-quality craftsmanship and attractive designs.
Oliver van Lanschot Hubrecht
IL: When you look at the current trends in the watch market, where do you think it will go from here?
OvLH: I believe that high-end luxury brands will continue to thrive. There are more and more affluent consumers, especially in emerging markets such as India.
At the same time, however, the mass market is also showing positive trends, driven primarily by the United States. Due to global uncertainties, however, consumers are exercising a certain degree of caution.
Another exciting trend is the rise of micro-brands, which are bringing fresh competition through direct sales to end customers—a healthy development.
In addition, there is a growing community of watch enthusiasts looking for something special. I am convinced that we can meet this demand with our rich history.
