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In Good Company

Auto companies and watchmakers are forming strong partnerships with the comfort of HNIs in mind says ADEDOYIN JOHNSON.

Bugatti collaborates with Jacob & Co.

Parked in front Jacob & Co. stand at the Baselworld 2019 is the latest Bugatti Chiron. It caused a great stir as visitors to the Jacob & Co. booth and passers-by took some pictures of the latest toy.

The parked car is a symbol of the ongoing collaborations between car and watch manufacturers. It has been a fusion of the very best of watchmaking and automotive expertise. 

It is not a surprise that at Baselworld 2019, Jacob & Co. announced a long-term partnership with Bugatti to collaborate on a series of exclusive co-branded products. The partnership begins with a limited edition of the Jacob & Co. high-complication masterpiece, the Twin Turbo Furious Bugatti Edition. 

The original Twin Turbo Furious electrified at Baselworld 2018, with its breathtaking twin triple-axis tourbillons, column-wheel chronograph and decimal repeater. Designed with high-performance sports cars in mind, the Twin Turbo Furious Bugatti Edition pays homage to Bugatti’s 110-year anniversary Chiron, positions the Bugatti logo prominently in the centre of the dial and renames the power reserve indicator fuel. In addition, the colours of the French flag are displayed on the gauge. Only 39 timepieces will be made, each individually numbered: 18 in carbon fibre, 18 in rose gold, and three with diamonds.

“For this project we found the right partner in Jacob & Co., because we are both absolutely dedicated to innovation with superb technology, absolute beauty, craftsmanship and the highest quality of the materials”, explained Stephan Winkelmann, President of Bugatti, at the stand of Jacob & Co. at Baselworld. 

“When I look at a Bugatti Chiron, the perfectly refined engineering is so powerful that sometimes the car appears to be moving even when it is standing still”, Jacob Arabo, founder of Jacob & Co., added. “That’s the same feeling I get when I wear our high complication timepieces: a rush, a sense of energy, movement and power that can barely be contained.” 

In addition to the highly complicated Twin Turbo masterpiece and the other watch unveiled by Jacob and Co. is a limited edition of the Epic X Chrono.

The partnership began with a limited edition of the Jacob & Co. high complication masterpiece. The Twin Turbo Furious Bugatti Edition with its breathtaking twin triple-axis tourbillons, column-wheel chronograph and decimal repeater is the first of the two new watches. 

It is not just Jacob and Co. that is among forward-looking watch makers who are collaborating with car manufacturers. Hublot too has created a strong partnership with Ferrari to create Classic Fusion Ferrari GT which means lovers of Ferrari can wear a mini Ferrari on their wrist.

Ricardo Guadalupe, CEO of Hublot says since 2011 on the automotive side, Hublot and Ferrari have been fusing the very best of watchmaking and automotive expertise by making uniquely designed timepieces characterised by innovation, excellence and performance. 

“Our collaboration has proven to be a real success. It’s an extraordinary fusion of the fine watchmaking craftsmanship held by Hublot and the exceptional Italian industrial achievement held by Ferrari, and an eternal pursuit for transcendent quality and innovation. Hublot’s collections are intended to offer a watch that is deeply rooted in Ferrari’s DNA—combining strength, performance and agility—while being produced and perfected by the Hublot manufacture. A perfect fusion of the automotive and watchmaking worlds.”

Also, Land Rover collaborated with Zenith watch from the DEFY Classic collection which was specially co-developed by design and technical engineering teams working in close harmony. 

The 200-piece limited edition is a combination of unmistakable elements drawn from its automotive inspiration, from the colour to the design itself. The Range Rover Evoque Zenith watch is available to buy now through Zenith’s retail network or limited Land Rover dealerships since early 2019. 

Riccardo Zannetti founder Zannetti watch brand said the collaboration between watch makers and auto companies underscores the synergy that characterizes both as integral aspects of consumers’ lifestyle. 

“An average consumer of luxury brand loves to ride a good car and wear nice watch. It is smart for manufacturers to create watches that resonate with the auto brand clients love. This means clients can wear their favourite auto brand on the wrist.”

In addition, CEO of Veldt, Jin Nonogami, said brands usually collaborate with brands with whom they have shared vision and same brand philosophy.  “It is about coming together to team up with brands whose DNA are the same with the ultimate goal to create something new for their clients, both existing and prospective.”

He explains that brands have come to understand they can no longer exist in isolation especially the big players in the luxury industry who are constantly looking for ways to create new things for their clients.

“It is all about consumer satisfaction. Brands are now working with brands that they know appeal to their clientele. They are collaborating to make sure they make their consumers happy in the end.”

However, some watch brands who chose not to collaborate with auto companies are taking creative approach to their partnership with fine motorsports. For instance, in 2018, Chopard celebrated three decades of partnership with the Mille Miglia race, la corsa più bella del mondo which is raced over a 1,600 km loop running from Brescia to Rome and back. 

This unique alliance in the world of classic motorsport, which reflects Chopard Co-President Karl-Friedrich Scheufele’s passion for classic cars, continues this year with the Mille Miglia 2019 Race Edition. This distinctive, sturdy and accurate chronograph reflects a tradition of watches made for contemporary gentlemen and imbued with the inimitable vintage spirit for speed-loving drivers who never skimp on style.

To this end, collaboration is now the rave of the moment among luxury brands that are working together to create a unique experience for their clients. They are bringing some of their best innovations to the table to create limited edition watches or cars that only those who can afford such luxury can truly own.

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