Born in Milan, Beniamino Crocco breathes the dynamics of the universe of Haute Horlogerie since childhood, thanks to the influence of his father Carlo, founder of the Swiss maison of Hublot in 1980. Graduated in Industrial Design, Ben decided to remain in the university environment as a university researcher in the communication sector. After this experience he founded “Circus Design” in Milan, a design studio mainly dedicated to furnishing accessories, furnishing and objects. His knowledge of the high Swiss watchmaking leads him to work for notorious watch brands as Watch Designer in both Milan and La Chaux-de-Fonds.

In 2004 Ben decided to move to the family business in Geneva and lived a key experience while relaunching the Hublot brand thanks to the famous Big Bang model, alongside Jean-Claude Biver and Ricardo Guadalupe. In 2008 he returned to Milan, to his beloved Brera with his wife Katerina and inaugurates, Nerone, a boutique selling Hublot watches in addition to jewellery collections offering exclusive high-class and rare craftsmanship and unique pieces that are characterized by the meticulous research of precious materials and combinations, of the Orient and contemporary West.

In 2018 after years of experience, Dreamboule is born. A new and ancient history that combine the knowhow and experience to Beniamino Crocco’s endless imagination. Now a protagonist in the world of beauty.