Football manager Didier Deschamps spotted wearing a Hublot

Didier Deschamps was photographed wearing the Hublot Big Bang e UEFA EURO 2020 NFT Limited Edition, Ref. 440.CI.1100.RX.EUR20_NFT, during his duties as head coach of the French national team. As the official timepiece partner of UEFA EURO 2020, Hublot produced this model to mark the tournament and cement its long-standing relationship with European football at the highest institutional level.

The Big Bang e 440.CI.1100.RX.EUR20_NFT is a 42mm connected smartwatch built around a black ceramic case, worn on a black rubber strap. The ceramic construction keeps the watch lightweight and scratch-resistant — practical credentials for a sports environment — while the sapphire-crystal touchscreen display runs Hublot's proprietary operating system, offering sports data, a GMT function, activity tracking, and official UEFA EURO 2020 tournament content. The connectivity suite includes Bluetooth and NFC, with wireless charging rounding out the feature set. It is a genuine smartwatch, not a hybrid, placing Hublot squarely in conversation with Swiss watchmaking's broader push into wearable technology.

What distinguishes this reference from standard Big Bang e production is its NFT integration. Each of the 200 pieces worldwide comes with a unique digital token that authenticates ownership and grants access to an exclusive community of Hublot collectors — so-called Hublotistas. This made the 440.CI.1100.RX.EUR20_NFT one of the earliest examples of a traditional luxury watch brand deploying blockchain technology not as a gimmick but as a direct enhancement of the ownership experience, arriving at a moment when NFT enthusiasm was near its peak in 2021.

Deschamps carries unusual authority in this context. He captained France to the 1998 FIFA World Cup and UEFA EURO 2000 titles — a back-to-back double matched by almost no one in history — before returning to lead Les Bleus as manager to a 2018 World Cup. His association with Hublot is longstanding, and the brand's football DNA makes the pairing coherent rather than merely commercial.

Retailing at $6,000 USD, the Hublot Big Bang e Ref. 440.CI.1100.RX.EUR20_NFT sits at the intersection of Swiss craft, sports culture, and digital collectibility. The 200-piece limitation and NFT provenance sustain secondary-market interest, though grey-market pricing fluctuates with broader sentiment toward both connected watches and NFT-linked assets.