In the driver's seat
Gulf Business|July 2021
A centuries-old Swiss watchmaker and a thoroughly British luxury carmaker recently joined forces, announcing the first timepiece as a result of that partnership
VARUN GODINHO
In the driver's seat

Only a few months ago, storied British carmaker Aston Martin was in dire straits. The company had gone public in 2018, but by early 2020, it was in deep trouble with sluggish sales, massive expenditures, and faltering product strategies. Surely, the pandemic would be the last nail in its coffin. That was until Canadian billionaire Lawrence Stroll rallied a band of investors and wrestled control of Aston Martin.

It’s been a stellar comeback since, with Aston Martin reporting that its revenue in Q1 2021 rose 153 per cent to GBP244.4m on the back of the runaway success of its DBX SUV which accounted for 55 per cent of the total number of vehicles sold in the first three months of this year. Stroll is raring for much more – by 2025, he wants the brand to make revenues of GBP2bn.

A major decision he took, apart from announcing a strategic partnership with Mercedes, was to return Aston Martin to the pinnacle of motorsport – Formula 1 – this year. The significance of the move is not lost on Marek Reichman, executive vice president and chief creative officer at Aston Martin Lagonda. “Aston Martin has just come back to Formula One after 61 years, and I think that gives you an idea of the future of the brand,” said Reichman, during a recent press meet to discuss the brand’s latest partnership with Swiss watchmaker Girard-Perregaux.

In February, Aston Martin announced that it would enter into a long-term (neither would confirm how long) partnership with Girard-Perregaux. Swiss watch brands partnering with major carmakers and motorsport events is not uncommon – Richard Mille recently joined forces with Ferrari, IWC has a long-standing relationship with Mercedes, and Rolex signed up as title sponsor of Formula 1 in 2013.

This story is from the {{IssueName}} edition of {{MagazineName}}.

Start your 7-day Magzter GOLD free trial to access thousands of curated premium stories, and 9,000+ magazines and newspapers.

This story is from the {{IssueName}} edition of {{MagazineName}}.

Start your 7-day Magzter GOLD free trial to access thousands of curated premium stories, and 9,000+ magazines and newspapers.

MORE STORIES FROM GULF BUSINESSView all
Green lights
Gulf Business

Green lights

It hasn’t even been a full year that Stellantis, one of the world’s biggest auto companies, has been in existence. Still, its wheels are spinning furiously. Here’s what it has in store for the region

time-read
6 mins  |
December 2021
Purpose through corporate responsibility
Gulf Business

Purpose through corporate responsibility

Every organisation must deeply reflect about whether they are leaving behind a legacy or a liability, says Abdulaziz AlSowailim, EY MENA chairman and CEO

time-read
5 mins  |
December 2021
Analysing the layers of a coconut
Gulf Business

Analysing the layers of a coconut

When we have a sense of clarity as to our purpose in life, then we institute the correct practices and habits around us, and set realistic and achievable results

time-read
3 mins  |
December 2021
DUNES TO DOMINION
Gulf Business

DUNES TO DOMINION

FOR A COUNTRY RICH IN TRADITION AND DRIVEN BY AMBITION, THE UAE’S JOURNEY DURING THE PAST 50 YEARS HAS BEEN UNPRECEDENTED. WHAT’S IN STORE FOR THE NEXT 50?

time-read
9 mins  |
December 2021
Building strong
Gulf Business

Building strong

International investors are boosting Dubai’s residential property market, which has rebounded strongly from the Covid crisis, writes Aarti Nagraj

time-read
3 mins  |
December 2021
CHASING THE AMERCIAN DREAM
Gulf Business

CHASING THE AMERCIAN DREAM

FOR SHAI ZAMANIAN, THE US IS A LAND OF LIMITLESS POSSIBILITIES, AN AVENUE HE AIMS TO OPEN FOR FAMILIES WORLDWIDE VIA IMMIGRATION. HERE’S HOW HE IS BRINGING HIS GOAL TO FRUITION

time-read
6 mins  |
December 2021
OBITUARY: JOCELYN HENDERSON (1921-2021)
Gulf Business

OBITUARY: JOCELYN HENDERSON (1921-2021)

THE GRANDE DAME OF ABU DHABI – THE WIFE OF A FORMER DIPLOMAT – PASSED AWAY IN THE UAE CAPITAL AGED 100

time-read
3 mins  |
December 2021
THE DIGITAL DISRUPTORS
Gulf Business

THE DIGITAL DISRUPTORS

IN THE COMING YEARS, THE GCC IS EXPECTED TO PLAY A SIGNIFICANT ROLE IN SECTORS SUCH AS HEALTHCARE, MANUFACTURING, EDUCATION AND RETAIL, WHICH WILL HELP BOOST THE GROWTH OF ITS NON-OIL ECONOMY

time-read
7 mins  |
December 2021
Signed, sealed, delivered
Gulf Business

Signed, sealed, delivered

Nicolas Baretzki, CEO of Montblanc, partnered with one of the world’s most recognisable luxury brands, Ferrari, earlier this year. Here’s where the partnership, and the German company as well, is headed next

time-read
6 mins  |
December 2021
UP, UP AND AWAY
Gulf Business

UP, UP AND AWAY

AS THE FIRST IN-PERSON AIRSHOW TO TAKE PLACE SINCE THE OUTBREAK OF THE PANDEMIC, THE EVENT SAW SEVERAL DEALS ANNOUNCED

time-read
4 mins  |
December 2021