Cars and watches may seem about as compatible as Donald Trump and Angela Merkel. But think about it. They’re both finely-tuned objects of craftsmanship (watches and cars, not world leaders): one just guzzles petrol, the other a Swiss watchmaker’s nine-to-five. If you go top level, they’re not really that far removed in price either. Plus, watch manufactures have made a habit of partnering with automobile companies for years: Oris for F1 Team Williams, Parmigiani for Bugatti and of course, TAG Heuer for Steve McQueen. Though remember, we’re talking real cars, not a carpool-friendly Peugeot 206.
So imagine if watches were cars, and vice versa. While a Maserati-Montblanc collab seems unlikely, there’s no harm in drawing a comparison between the world’s most famous tickers and the reigning kings of the road - which is exactly what we’ve done below. Gentlemen, start your engines.
Rolex as Lamborghini
As Aristotle once said: ‘if you’ve got it, flaunt it.’ And no adage is more relevant than to a brand like Rolex, and Lamborghini by proxy. While the elitists/haters call ‘obvious choice’, that’s very much the pairing’s strength: everybody knows Rolex and Lamborghini, and secretly, whatever your bank balance, everybody wants one.
The thrill of a Lamborghini Aventador’s Back To The Future-esque rising doors can only be matched by the glisten of a diamond-encrusted Rolex Day-Date. Better yet, they look beautiful in tandem, regardless of what the naysayers shriek. They’re more than entitled to their opinion after all, but just remember – it won’t put them on the same paygrade.
Omega as Aston Martin
It made sense to pair James Bond’s watch to James Bond’s car. Omega, a brand worn by every 007 from Connery to Craig, is more a gentleman’s affair than a Vegas hip hop appearance. While a stripper slides down the pole in the company of Audemars Piguet, know that Omega keeps the company of Aston Martin (and far classier company at that).
Let’s face it: a car as majestic as the Vanquish deserves a wrist on the gearstick that’s equally grand, and just as muted: the Omega Seamaster, in all black, mounted on a rubber strap. Consider us shaken, and very stirred.
TAG Heuer as Ford
Since TAG Heuer’s already been through most of the F1, we had to go back to the driving board. And there was only one natural fit: Ford. Which, understandably, may sound dull. But Ford is quite possibly the most reliable – and most enduring – of automobiles, the TAG Heuer if you will.
Not that we’re comparing a horological stalwart to a suburbanite dreamer’s Ford Picasso (or nightmare, depending on how you look at it). Instead, we envisage TAG Heuer as a Ford GT: pricey, well-made but too effortless to peacock – exactly what one requires in a work-to-weekend watch, and exactly what one gets with TAG Heuer.
Patek Philippe as Rolls Royce
Just as top level Patek Philippe watches are rarely bought by the owner in-person, a Rolls Royce is likely never driven by the owner, either. This high caliber a watch usually comes with all the airs and graces of a high caliber net worth – after all, why pick out a piece of exquisite craftsmanship when you can pay someone to do it?
If Rolls Royce and Patek Philippe are both the pinnacle of each respective industry, then which pieces are the perfect combo? A Phantom and a Grand Complication, driven by Jeeves up front, and selected by Edmund in-store. Naturally.
Nomos as Tesla
Nomos, like Tesla, doesn’t try too hard to be cool: it just is. Unlike all the other watch manufactures (and by extension, car manufacturers), Nomos doesn’t pander to rich men that may or may not have something to erm, compensate for.
Just take the Tesla Superowner (in brilliant white, of course). Like Nomos, it’s clean, clear and does exactly what it says on the tin. But even then, there’s an element of pure, street-worthy cool that seems to evade older luxury labels – and that sort of stuff is priceless. Who wanted a Mercedes anyway?
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