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When high-end watches and cars work together

High-end watches and cars are often seen together, but it is when the two work together that real chemistry happens.

Luxury timepieces and supercars share the honour of being among the things that form the cult of status. The craftsmanship, design and price in either industry are always maintained at aspirational levels, so when the two join forces, the buzz generated doubles.

Many of you are already aware of long-standing partnerships like those between IWC and Mercedes Benz, Breitling and Bentley, Hublot and Ferrari and more. But there are new alliances to be excited about, including Richard Mille’s recent signing of a multi-year partnership with Ferrari and Tag Heuer’s newly minted alliance with Porsche.

What this usually means for the consumer is special editions – and lots of them. Whether it’s in the form of a car emblazoned with a favourite watch brand’s details and insignia or a watch inspired by the partner marque’s fleet of sexy automobiles, the collaborations are often harmonious and bring out the best in each brand, as these latest ones prove.

Tag Heuer and Porsche

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For two brands that both use the name “Carrera” for their most iconic products, it’s a little surprising that Tag Heuer and Porsche are only now coming into an official partnership. After many close encounters in the worlds of racing, golf and tennis, this union has finally given fans a proper collaboration watch: the Tag Heuer Carrera Porsche Chronograph Special Edition 44mm Calibre Heuer 02 Automatic. The numerals are lifted from Porsche counters, the rotor mimics Porsche wheels and the asphalt-like dial is a nod to their passion for racing.

Girard-Perregaux and Aston Martin

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Watch and car partnerships aren’t set in stone, seeing as Aston Martin, which previously worked with Tag Heuer, has now moved into Girard-Perregaux’s lane. At the moment, all we know for certain is that the watchmaker’s branding was featured on the cars of the Aston Martin Cognizant Formula One team for this year’s Bahrain Grand Prix, which started in March. Limited editions are confirmed to follow, with the first of the lot debuting later this year. Given the nature of the brands involved, our bet is on a sporty Laureato in steel.

Franck Muller and Rolls-Royce 

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While most luxury car companies are throwing their weight behind electric options, Rolls-Royce has been pooling its efforts into giving people more options in general. Since 2019, its Bespoke service has been catering to increasingly personalised demands from both consumers and brands. Among the latter is Franck Muller, which has jointly unveiled a Rolls-Royce Wraith Black Badge dedicated to the watchmaker’s iconic Crazy Hours complication, with the Crazy Hours motif featured on the seats and dashboard. Franck Muller has also launched two watches with blue and black dials and cases to match the car.

 

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