Double Down

Because two heads are better than one

- Zach Toh

The adage ‘no man is an island’ certainly also rings true for the watch business. Why shouldn’t it? In today’s consumer space, it is not only common for brands to collaborate to launch cobranded products, joint efforts go a long way to help raise awareness and profiles of both companies, cast the net wider for otherwise untapped markets.

Sponsorships of sporting events is a common go-to for watch companies. But beyond the razzmatazz of high-profile competitions and superstar athletes, collaboration between complementary watch and sports brands can reap benefits beyond advertising eyeballs and cross-pollinated sales.

A prime example is the partnership between Richard Mille and McLaren F1. Both brands embody speed and excitement, as well as share a passion for cutting-edge design and technology in precision engineering. Since its debut in 2001 with the RM 001 Tourbillon, cleverly marketed with the tagline ‘A Racing Machine On The Wrist’, Richard Mille hasn’t shied away from borrowing ideas from the world of motor racing.

Given this, the collaboration between Richard Mille and the design lab at McLaren Applied Technologies – a 10-year partnership inked in 2016 – sees the watch brand come full circle to its automobile-inspired roots. The tie-up birthed its first watch this year with the RM5003 Tourbillon Spilt Seconds Chronograph Ultralight.