Its pretty understandable for those who like cars to also like watches and vice versa, given that both are mechanical (however they are powered), and that something can be determined, whether correctly or incorrectly by the wearer or driver.
However, collaborations between watchmakers and automobile makers has a long and potted history.
Ferrari, being one of the most desirable brands in the world has had the prancing horse added to Girard Perregaux and perhaps most famously Panerai but also Cartier, as well as the newer more modestly priced Scuderia watches. Corum produced a Rolls Royce grill watch. Perhaps, though, Porsche has the most interesting history. Porsche Design is of course a stand alone brand and the watches have been a mainstream spanning over forty years.
Initially the watches were made by Orfina, subsequently IWC and finally by Eterna. The earliest designs were so legible and of such quality that some were issued to the military.
Today, Porsche Design represents superb value compared to comparably storied and distinct watches, and we have sold and have for sale both recent and vintage Porsche Design.
The early Orfina are perhaps the most “Porsche” of all, and the design evolution has the spirit of the 911.
Its interesting to note the popularity of the Steve McQueen Heuer and its forever attachment with LeMans, compared to the comparable lack of awareness of these early titanium and DLC (the first mainstream black watch) Porsche Design by Orfina.
The IWC versions took a new level of ‘80s style, rather like the evolution of the 911. Recent collaborations have included Jaeger LeCoultre for Aston Martin and the hugely successful Breitling / Bentley collaboration which has been a mainstay of the Breitling range for over a decade.
2016 sees no sign of collaborations abating with Ball massively promoting the BMW collaboration with some superb large sized watches and Zenith for Range Rover.
Will these watches, many of which are limited editions or unintentionally limited through age and availability, be sought after collectors’ pieces of tomorrow. More trend led than classic brand staples, such as the Navitimer or Luminor, we see potential, given the relative value offered in the secondary market.