DJ Snake Revealed He Wore a Fake $100 Hublot and Still Landed the Deal

It sounds like something out of a meme, but DJ Snake has confirmed it himself: his luxury watch deal with Hublot began with a fake. In a recent interview on The Bootleg Kev Podcast, DJ Snake shared that he once wore a $100 replica Hublot to a major event, thinking nothing of it. That was the moment when DJ Snake wore a fake Hublot watch, yet it ended with a much more genuine outcome. What happened next caught even him off guard. A photo of the moment made its way to Hublot’s official Instagram, and instead of calling him out, the Swiss luxury brand reached out privately. That unexpected exchange led to a full-on collaboration and the launch of his own limited-edition timepiece.

From Stage Fashion to Official Hublot Deal

During the podcast, DJ Snake said he had no idea the photo would end up on Hublot’s page. At the time, he was simply matching his outfit for a festival show. The watch, though fake, resembled models from the Hublot Classic Fusion line. He laughed as he recalled the irony: a fake watch got him in the door with one of the biggest luxury brands in the world.

@bootlegkev He signed a deal with #Hublot off a FAKE $100 watch?! DJ Snake reveals the wild story of how the brand tweeted him while wearing the fake watch at UltraMusicFestival, leading to a multi-year collaboration! #DJSnake #HipHop #TurnDownForWhat #FYP ♬ original sound – Bootleg Kev

Shortly after the repost, Hublot contacted him directly. No drama, no public statement, just a message that started a conversation. That moment eventually turned into a brand partnership. In 2021, DJ Snake officially joined Hublot as a brand ambassador, and later that year, the Hublot Big Bang DJ Snake was released. The watch featured a color-shifting iridescent case, limited to just 100 pieces. DJ Snake’s initial fake Hublot made a real impact, leading to this collaboration.

@hublot Meet the new, fascinating, unique #BigBangDJSnake, made in collaboration with the most streamed French artist in the world @djsnake! #DjSnake ♬ son original – Hublot

What started as an outfit choice for the stage turned into a one-of-a-kind opportunity, and DJ Snake didn’t have to pitch the idea, hire a marketing team, or post about it. The moment was completely organic. Interestingly, his story with the fake Hublot watch shows how unexpected situations can transform into valuable opportunities.

When “Fake It” Becomes Something Real

DJ Snake’s story highlights a strange kind of marketing accident. Wearing a replica could have easily triggered backlash or legal issues. But in this case, the brand leaned into the moment instead of shutting it down. While DJ Snake didn’t plan it, the outcome shows how celebrity presence, visual culture, and timing can sometimes flip the script.

There’s also a broader takeaway here. Whether you call it “fake it till you make it” or just a case of being in the right place at the right time, the situation turned into a rare win. DJ Snake never pretended the watch was real. He told the story openly years later, and by then, the real deal had already happened. A fake DJ Snake Hublot watch became the stepping stone for a genuine partnership.

In the world of luxury endorsements, it’s not often a replica watch leads to an official limited-edition collab. But DJ Snake has always done things differently, this time, it just started with a fake.