May 17, 2017
For those in the know, the Ferrari watch license has gone around the block more than a couple of times. A couple of decades ago, a division of the then Cartier Group was producing Ferrari accessories, writing instruments and timepieces. Then came the famous Girard-Perregaux alliance approximately a decade ago, followed by another partnership and then a Panerai collaboration. Whew, the alliances are not quite as fast as the cars, but they keep you on your toes.
Now, Swiss luxury watch brand, Hublot has formed a relationship with Ferrari to unveil the first genuine Ferrari-stamped Hublot watch. Created in a limited edition of just 20 pieces, the Big Bang Chrono Tourbillon Ferrari made its debut in China, and is, in fact, exclusively for the Chinese market. The unveiling celebrated Hublot’s announcement of its watchmaking partnership with Ferrari. More than just a watchmaking collaboration, however, the Hublot agreement is a comprehensive package covering the full range of activities in terms of Ferrari brand image and commercial activities including “Official Watch” of Ferrari, “Official Timekeeper” of Ferrari, “Official Timekeeper” of Scuderia Ferrari, “Official Watch” of Scuderia Ferrari, “Official Timekeeper” of the Ferrari Challenge, and partners in Ferrari special events with which Hublot will be closely associated. It should be a fun ride. We’ll keep you posted.
Read more about watches from our timepiece editor Roberta Naas at atimelyperspective.com.