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Luxury watchmakers’ love affair with motor racing

Formula One Race Car


From sponsoring events to exclusive partnerships, the relationship between luxury watchmakers and the motor racing industry is becoming stronger.

For instance, Swiss watchmaker Rolex, a Formula One partner since 2012 as part of its global affiliation, is not only the official timekeeper of F1 events, but has also created timepieces relating to motor racing in general, such as The Daytona.

“This is an exciting step for us, at Rolex. The fit between Formula One and our brand feels very natural and, like all great partnerships, needs a little explanation,” says Gian Riccardo Marini, CEO of Rolex SA, in a press statement. “Over the past 50 years, both Rolex and Formula One have grown into world-leading aspirational brands and there will be many fantastic opportunities that we can enjoy together.”

While partnering with F1 is one way for luxury brands to crossover to the motoring industry, it’s certainly not the only option. They can also partner with individual car manufacturers. Hublot recently collaborated with Italian luxury carmaker Ferrari to host a pop-up shop and competition in The Dubai Mall Grand Atrium. Apart from displaying the Swiss premium watchmaker’s latest collection, it allowed VIP visitors to use the Ferrari F1 racing simulator for a chance to enjoy a real on-track experience at the Yas Marina circuit during the Ferrari Finali Mondiali weekend in Abu Dhabi this December.

Hublot, which has a strong partnership with Ferrari, remains its official timekeeper worldwide.

Partnering with the racing industry has allowed luxury watchmakers to attract a younger audience. “Hublot is a disruptive brand that talks to the new generation, the new millionaires and billionaires who are not 65 years old, they are 30 years old and, in America, even 20 years old,” says Jean-Claude Biver, chairman of the board at Hublot and president of the watches division at LVMH Group, at a Hublot launch event.

Although the watch and automobile industries drive down different roads, their paths seem to cross somehow.

Watch the video below to find out more about Hublot and Ferrari’s most recent collaboration in The Dubai Mall.

Hublot and Ferrari partnership from Arab Luxury World on Vimeo.

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