For luxury buyers who love beautiful machines, cars and watches go together. Manufacturers of both products have long recognized this connection, resulting in many mutually beneficial collaborations. The synergy can be attributed to the world of racing when now-iconic timepieces from companies like Heuer recorded the time of fast cars vying for the checkered flag.
Lincoln Shinola Aviator concept interior and watch
Sometimes we’re talking about a watch with an automaker-inspired dial, but watch design can also influence vehicle features. A case in point is the partnership between two born-in-Detroit businesses, Lincoln and Shinola - opens in new window or tab.. The Lincoln Aviator Shinola Concept, shown at Pebble Beach in 2021, uses Shinola’s brand palette for the vehicle’s warm brown seats.
Partnerships continue to rev up, as seen in these car-and-watchmaker collaborations.
Aston Martin and Girard-Perregaux
A 2007 Aston Martin DB9 Volante convertible
Swiss watchmaker Girard-Perregaux - opens in new window or tab. recently celebrated its 230th birthday. That makes it much older than Aston Martin, - opens in new window or tab. which dates only to 1913. Girard-Perregaux is a sponsor of the Aston Martin Cognizant Formula One team. Aston had previously teamed with both TAG Heuer and Jaeger-LeCoultre. A highlight of the automaker’s work with the latter was the 2006 AMVOX - opens in new window or tab., which allows owners to unlock their Aston Martins with their watch.
eBay has watches from the Jaeger-LeCoultre partnership - opens in new window or tab. and Aston Martin cars.
Bentley and Breitling
Breitling has partnerships with Bentley and several motorcycle companies.
The partnership between Bentley - opens in new window or tab. and Breitling - opens in new window or tab., launched in 2002, includes everything from modern quartz watches to tourbillon-equipped chronographs. But it ended in 2021, leaving many fine timepieces available for collectors.
2020 Bentley Continental GT Convertible
eBay has a selection of Breitling for Bentley watches - opens in new window or tab. and an array of regular Breitling watches (and Bentley cars). On the motorcycle side, Breitling had a three-year partnership with Norton but turned to Triumph in 2021. Their first collaboration is the Triumph Top-Time chronograph - opens in new window or tab..
Ferrari and Hublot
Drive this 2011 Ferrari California coupe, and you may want a matching Richard Mille watch.
Hublot - opens in new window or tab. was the official timekeeper and watchmaker for both Ferrari - opens in new window or tab. and Scuderia Ferrari, as well as the Ferrari Challenge, a single marque FIA-approved race series. The LaFerrari watch has 11 stacked mainspring barrels and a 50-day power reserve. A supply of Hublot/Ferrari watches - opens in new window or tab. and non-Ferrari Hublots, plus Ferrari cars, are available on eBay.
In 2021, Ferrari switched gears to partner with Swiss watchmaker Richard Mille - opens in new window or tab.. The first watch from their collaboration is the ultra-thin RM UP-01, which is only 1.75 millimeters thick.
Land Rover and Zenith
The partnership between the British carmaker and Zenith dates to 2016, but there was synergy before that. In the early 1970s, the explorer John Blashford-Snell wore a Zenith El Primero watch when he completed an overland exhibition through the harrowing Darien Gap in South America in a convoy of Land Rovers - opens in new window or tab..
Zenith watches - opens in new window or tab. emerging from the partnership have been dedicated to specific Land Rovers, including the El Primero Range Rover chronograph - opens in new window or tab. and the Defy 21 Land Rover Defender watch - opens in new window or tab.. eBay has a section on Zenith El Primeros and many Land Rovers.
Porsche and TAG Heuer
Porsche and TAG Heuer have a long parallel history but an active collaboration only since 2021.
This collaboration is long and deep. Edouard Heuer was only 20 in 1869 when he launched his brand and patented the keyless crown-operated winding system that we still use today. He was passionate about racing and made many technical advances in stopwatch design in the 1880s. Edouard’s sons took over the business and, in 1911, patented the dashboard chronograph for planes and cars that became essential to modern racing.
2022 Porsche 911 Carrera S
Porsche - opens in new window or tab. and TAG Heuer - opens in new window or tab. were inspired by the dangerous but intoxicating La Carrera Panamericana road race in Mexico between 1950 and 1954. Both brands ended up using the Carrera name. Heuer became entwined with racing institutions such as the 24 Hours of Le Mans. Racer/actor Steve McQueen wore a Heuer Monaco chronograph watch - opens in new window or tab. and a racing suit bearing Heuer sponsorship in his film Le Mans. His car: a Porsche 917. The connection was there, but the formal partnership dates to 2021 with the TAG Heuer Porsche Carrera watch - opens in new window or tab.. eBay has them and many Porsche vehicles.
Other Collaborations
Other partnerships include Lamborghini and Roger Dubuis - opens in new window or tab., which produced several watches named after the Huracán and Aventador models. And let’s not forget the partnership between Mercedes and Swatch - opens in new window or tab.. Nicolas Hayek, founder and CEO of The Swatch Group, had the idea for a tiny city car—initially known as the “Swatchmobile”—which eventually became the Smart car - opens in new window or tab..
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This article is meant to provide general guidance only. Automotive maintenance, repair, upgrade, and installation may depend on vehicle-specifics such as make and model. Always consult your owner's manual, repair guide for specific information for your particular vehicle and consider a licensed auto-care professional's help as well, particularly for advance repairs.