It’s a modest way of describing De La Croix’s part in Hublot’s growth, to say the least. Ricardo Guadalupe, CEO of Hublot, said he never imagined just how crucial De La Croix would become when he brought him in to his company. Guadalupe and De La Croix come from the same small Swiss town of Neuchâtel, and have known each other since they were kids.

“Both in products and distribution, Rick is a master and a guide for the South American and North American markets,” Guadalupe said. “At the table, with his enthusiasm and our shared madness, we designed the new 2014 limited series for the American boutiques, Miami, Houston, Orlando, Dallas…and they are just fantastic.”

Shared madness is a cheeky way of describing the deep trust between De La Croix and Hublot’s top executives. No matter how grand or challenging, De La Croix helps bring to life what Hublot’s leaders dream up. Take, for example, the limited edition Big Bang created in collaboration with Depeche Mode in support of charity: water.

Or the Hublot Collector’s Clinic, which gave clients the opportunity to hit center court with some of the Miami Heat’s most famous players, including Dwyane Wade, Ray Allen, Shane Battier and Juwan Howard. The clinic and VIP dinner that followed was just one of countless priceless experiences De La Croix has executed.