Brand activation · Canada

Live cigar rolling at an exclusive Hublot event in Canada

The Hublot counter, the terrace, and a bundle of Opus X wearing a second band with the Hublot name on it. Made for the night.

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The Hublot counter with an Opus X box on top

1 of ~28hands trusted with the Opus X — the same ones at your partyCigar Journal, 2016

6 minfrom loose leaf to a cigar in your guest’s handHis own words

150+nights that ended with the room around his tableFranklin’s own count

The night

Fine cigars and luxury timepieces

In September 2025 Hublot brought him north. “Today we bring the art of cigar rolling to Canada for the exclusive Hublot Event,” he posted — a Friday that, in his words, belonged to “fine cigars, luxury timepieces, and great people.”

The setting was a Hublot boutique: a dark counter with the Hublot name above it, a room of display cases under a gold chandelier, and a rooftop terrace with heaters, wicker chairs and umbrellas.

The cigars

Opus X, made for the night

The cigars were Arturo Fuente — in his words, “the official cigar of Hublot Nation” — and a bundle of Opus X was made up for the event with a second band carrying the Hublot name.

It was the fourth Hublot evening in his archive, after Las Vegas and a black-tie night in 2019 and Chicago that June. In February 2026 he thanked “Hublot Family” for the opportunity and the gift, and wrote that he was “proud to be part of the Hublot journey.”

Nothing compares to the craftsmanship, passion, and tradition behind every leaf I roll by hand. … This Friday belongs to fine cigars, luxury timepieces, and great people. Canada, let’s make it a night to remember!

Franklin PichardoPosted September 13, 2025

On the terrace

The boutique’s rooftop terrace as the guests arrive, Canada, September 2025.

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Trusted with the Fuente Opus X—At the Fuente table since 1995—Formula 1 Miami’s official roller—Featured in Cigar Journal—Chosen by Hublot, Tudor and Bell & Ross—

The same hands can be at your event

Franklin Pichardo has been rolling since 1995, the year Arturo Fuente released the first Opus X — and he is one of the few in the world the family cleared to roll it.

See how he earned them