Going The Distance

Hublot hits the open road with long-time partner Ferrari and pays tribute to the gran turismo lifestyle with a limited-edition Classic Fusion timepiece

- Tan Wei Lin

Cars and watches go together like two perfectly meshing gears in a well-oiled machine. There’s logic behind this natural affinity—both are highly mechanical inventions of precise engineering, and objects that are equally sought after in the luxury category, which make them ideal bedfellows in a business partnership.

Perhaps more importantly, they also present a great opportunity for watch brands to innovate, as well as add complementary value to their brand equity. By aligning themselves with the most prestigious of automakers and car races, these brands can elevate their positioning, while widening the breadth of their marketing. It’s a win-win situation—everyone, including the customer who stands to enjoy the resulting timepiece, can benefit from such a union.

One such brand that has capitalised extensively on this fact is Swiss watchmaker Hublot, which has teamed up with Italian luxury sports car brand Ferrari since 2011. To date, their partnership has resulted in over 50 collaboration pieces—while most are based on the Big Bang, there are also a couple of notably impressive creations such as the MP-05 LaFerrari, a tourbillon superwatch that boasts a jaw-dropping 50-day power reserve, released in 2013.