DRIVER CHANGES

The race against the clock has captivated fans of motorsport for over 100 years. The watch industry, on the other hand, has not only played a vital role by providing timing devices for car races, it has also equipped almost every car with a dashboard clock for decades. Nowadays, watch and car brands usually focus on a much more strategic approach when it comes to reaching petrol and gear heads with their products. We look at some of the most recent collaborations and changes behind the steering wheels.

- Roger Ruegger

Time for the Cavallino Rampante: Richard Mille and Ferrari In February 2021, Richard Mille announced that it would take over the proverbial steering wheel from Hublot to become the latest partner of the famous Italian car maker: “Everyone knows Ferrari is an iconic brand with an incredible history, and a true following from the legendary ‘tifosi’ right through to multiple collectors of classic cars. We see this as a true partnership with multiple developments at its heart of our watches with Ferrari’s designers and engineers.’’ The longterm partnership between the two brands will range from motor racing in Formula 1 through WEC endurance programs, Competizioni GT, Ferrari Challenge, Ferrari Driver Academy, the fast-developing Esports category, Ferrari’s Driver Academy to the Ferrari Challenge series.

Hublot was the previous watchmaking partner of the Maranello-based Italian automobile manufacturer (2011-2020). The until-then unprecedented technological exchange between the watchmakers, engineers and designers at Hublot and Ferrari resulted in a whole series of particularly innovative and spectacular watches, like the MP-05 LaFerrari, with its record-breaking 50-day power reserve. Before Hublot, Ferrari had already worked with Panerai (2005-2010) and Girard-Perregaux (1995-2005), which initiated the rather unique collaboration between a high-end car manufacturer and watchmaker.

Two Brands, One Carrera: TAG Heuer and Porsche