As partners of automobile manufacturers, events or racing teams, watch brands outdo each other in seeking imaginative ways of bringing to the wrist the spirit of major competitions and the style of legendary cars.
Graham Silverstone RS GMT : CHF 9,200.–
Equipped with a 24-hour dual-time display appearing on the graduated ceramic bezel, this limited series is also the official watch of the highly regarded and typically Swiss Gurnigel hill-climb road race !
Silverstone RS GMT © Graham
Baume & Mercier Clifton Club Shelby Cobra : CHF 7,650.–
The latest creation from Baume & Mercier and Caroll Shelby evokes the Shelby Cobra Daytona Coupé. This titanium and steel chronograph is making a noteworthy first incursion into the Clifton collection.
Clifton Club Shelby Cobra © Baume & Mercier
Bell & Ross BR126 Renault Sport 40th Anniversary : CHF 3,900.–
To celebrate the 40th anniversary of its partner Renault Sport’s first appearance in the world of Formula 1 motor racing, Bell & Ross has developed a model inspired by the 1977 single-seater R.S. 01, a steel chronograph with a resolutely vintage style.
BR126 Renault Sport 40th Anniversary © Bell & Ross
Bulgari Octo Maserati GranSport : CHF 11,900.–
The Octo Maserati 2017 models display jumping hours and retrograde minutes with all the clarity of a dashboard. For fans of the super-sporty brand with the trident emblem : a black DLC-treated GranSport model.
Octo Maserati GranSport © Bulgari
Singer Reimagined Singer Track 1 : CHF 42,985.–
The young watch brand named Singer Reimagined, a subsidiary of Singer Vehicle Design, chose the Monterey Car Week 2017 for the first presentation in the United States of its revolutionary Track 1 chronograph.
Singer Track 1 © Singer Reimagined
Montblanc Time Walker Chronograph 117051 : CHF 19,900.–
At the Festival of Speed de Goodwood 2017, of which it has become official timekeeper, Montblanc presented a chic new pink gold model : the Time Walker Chronopraph Automatic.
Time Walker Chronograph 117051 © Montblanc
Bulgari Octo Maserati GranLusso : CHF 28,900.–
Parternsing Maserati since 2012, Bulgari has unveiled the latest fruits of their cooperation at the 2017 Frankfurt Motor Show. In this GranLusso version, the Octo Maserati appears clothed in pink gold.
Octo Maserati GranLusso © Bulgari
Eberhard & Co. Chrono 4 130 : CHF 5,340.–
Timekeeper and Official Partner of the Gran Premio Nuvolari, Eberhard & Co. seized the opportunity of the opening cocktail to present its latest creations, notably including the Chrono4 130 introduced to mark its 130th anniversary.
Chrono 4 130 © Eberhard & Co.
Before this year, Baume et Mercier released its Clifton Club “hero” set of sport watches in SIHH using its CEO, Alain Zimmerman, stating that they’re focusing on younger clientele. In case you haven’t seen the slogan “Gentle Sportsmen,” the demographic for this watch is the bicycle polo playing, big wave catching, vintage car driving, alternative sports athlete who wears well tailored, slim-fitting suits to casual gatherings and club meetings. I use a suit fairly regularly, and never once did I feel as though it was great attire to ride a bike, push a skateboard, or grab a wave. Although, when it comes to driving a car with its top down and feeling just like James Bond, well, I’d have to provide them a gentlemanly nod.In my head, Baume et Mercier did not have a customer demographic that was youthful, adventurous, or sporty, and definitely not a part of the counter culture that is cafe racers and vintage customs. I thought of them as a watch companion for anniversary presents, a thank you present you purchase for your parents following your first “real” paycheck, a fashion watch for a girlfriend or spouse, possibly even a graduation gift. The cost point for a Baume et Mercier is around a couple thousand; only about the expense of a classic fixer upper. So, why purchase a watch when you could be wrenching on a Harley, Norton, or even Ducati?The marketing relationship between “Soft Sportsmen” and classic classic cars, like the Shelby Cobra, makes sense, but to be related to cafe racers, super hooligans, grassroots racers, dirt drifting maniacs, and leather clad club members was a theory I had to receive my mind around. Sure, if they were trying to break in the MotoGP audience having a less expensive timepiece, it’d be a no brainer, but a Wheels and Waves motorcycling event filled with kickstarts, bandanas, and antiques, sounded a little odd.