Aston Martin has a loyal fanbase and those fans will soon have wristwatches to add to their collections. The luxury British automaker has entered into a new partnership with Girard-Perregaux, which aims to put the quality of their brand on timepieces that their fans can be proud of.
Swiss watchmaker Girard-Perregaux entering into a partnership with the motor company is a meeting of two powerhouses from highly respected industries. The plans going forward look to produce a series of exclusive limited-edition watches with one another. In a statement released outlining the team's aspiration, they mentioned their strong histories and how the future, together, follow the same high-society excellence that their clients have come to expect.
“The two brands can learn a great deal from one another,” Tobias Moers, chief executive officer of Aston Martin Lagonda explained.
While there are still little details available as yet, the public is certain of a few things. Girard-Perregaux branding will be showcased on the Aston Martin Cognizant Formula One team car and uniforms. Also, the first timepiece created from this new collaboration is scheduled for release sometime within the year. The attention to detail and eye for aesthetic make the forthcoming product something that many are eager to see.
Moers continued and touted that "the real beauty of partnerships such as this one is that, although we share very similar core values, the two brands can learn a great deal from one another. Girard-Perregaux is a prolific innovator in the use of materials and new technology."
Patrick Pruniaux, CEO of Girard-Perregaux, pointed out how 2021 marks a vital year for both luxury brands: "We are celebrating an astonishing 230 years of watchmaking, whilst Aston Martin celebrates its return to Formula 1 as a works team for the first time in over 60 years. We have much to celebrate so uniting our worlds to create something special is the perfect way to acknowledge and appreciate these milestones."
While there are still questions about what the eventual collaboration will entail, hopes are already high. The promotional video featured an Aston Martin DBX, the manufacturer's first entry into SUV territory, and one that has been applauded by many. The carmaker that became famous for supplying the rides that made James Bond into an international trendsetter joined rivals like Lamborghini in tackling the market. The symbolism was not lost on those watching as the DBX has been seen as a pivotal step in the future of the company. It implies that these timepieces will do the same.
If so, it can be a move that redefines the direction of both companies as they not only enter into new territory, but introduce their brand to those who might otherwise have not known their level of quality. It's a conjunction that looks good on paper and looks good in the garage. After all, what better way to adorn the wrist that you have resting on your steering wheel than with the same brilliance under the hood?
Sources: WWD, Car and Driver, Carbuzz