ABOUT

No Ordinary Morning (NOM) is the story of Maxime Castric. Over the past 15 years, Maxime has developed his enthusiasm for creating businesses based on innovative ideas, cultural exchanges, and in-depth work.

Maxime received a degree in International Business and marketing in France and Shanghai, reflecting his aim to gain profound international experience and exposure to Asia in various businesses. Following his passion for the luxury industry, he joined Hermes in Singapore and Lancel in Paris, where he learned how to operate and distribute a luxury brand via a selective network of partners and retail stores through robust action plans.

Maxim’s personal love for fine watchmaking then led him to join the Roger Dubuis family in Macau/Hong Kong, where he opened their new store at the Wynn Casino. Quickly, this new boutique became the most profitable store of the Richemont group and global number one of Roger Dubuis sales, representing 20% of total turnover. When the luxury market softened and commercial traffic slowed, following China’s anti-corruption policy, Maxime withstood downward trends and found creative ways to reach clients, generate new sales, and revive traffic.

NOM recognized the importance of creating partnerships and collaborations between different industries, products, and services to develop a solid brand image and extend the customer base. At Hublot, Maxime built a three-year partnership with the HOCA Foundation, allowing Hublot to tap into Asia’s growing international art market through collaborations with artists and product launches at collector dinners. During Art Basel HK 2019, Hublot became the official sponsor of American artist Kaws for his solo show at PMQ Hong Kong.

Maxime was a chief contributor to the development of Hublot’s Big Bang “P2P” - a limited edition watch, created for the crypto industry payable only in Bitcoin. He proposed the concept to management and built a partnership with Octagon Strategy (a digital asset broker based in HK). All 210 limited edition watches were sold out (pre-sold) prior to the official product launch in November 2018 in Hong Kong.

In 2022, NOM integrated TMC Projects (TMC) - a design studio based in New York. Together, they design, produce, and distribute limited-edition goods for individuals and businesses.

With No Ordinary Morning, Maxime Castric is now continuing his journey into cultural trends and industry dynamics.