Luxury watch brand partnerships: when horology meets automotive excellence & lifestyle brands

The intersection of luxury watchmaking and lifestyle brands has created some of the most compelling collaborations in modern horology. From Hublot's groundbreaking partnership with Ferrari to Breitling's long-standing alliance with Bentley, these partnerships transcend mere co-branding to create timepieces that embody the DNA of both industries. This comprehensive guide explores the most significant collaborations between watch brands and automotive, fashion, sports, and lifestyle luxury brands.

Why luxury watch brands partner with lifestyle brands

The synergy between luxury watches and premium lifestyle brands stems from shared values: precision engineering, heritage craftsmanship, and aspirational luxury. These partnerships are strategically repositioning luxury labels into the wider pop-cultural consciousness – and they're not only finding new fans, but also creating serious collector buzz along the way.

Successful collaborations achieve multiple objectives:

• Cross-pollination of audiences: Watch enthusiasts discover automotive brands, car collectors explore horology

• Technical innovation: Automotive materials and engineering inspire watchmaking advances

• Brand elevation: Both partners benefit from association with complementary luxury sectors

• Collector appeal: Limited editions and unique designs create desirability beyond standard collections

Automotive partnerships: the perfect match

Hublot

Hublot x Ferrari (2011-2020): the benchmark collaboration

Partnership Timeline:

• 2011: Partnership announced, Hublot becomes official Ferrari timekeeper

• 2012: Big Bang Ferrari launch with Magic Gold technology

• 2013: MP-05 LaFerrari with record 50-day power reserve

• 2016: MP-05 LaFerrari Sapphire - the pinnacle

• 2020: Partnership concludes after nine years

The Hublot and Ferrari alliance proves a success story to learn from. The Breitling/Bentley pairing, now a little long in the tooth, is defined by its good timing; the latter's AMVOX is the true embodiment of refinement, a collaboration that just worked.

What made the Hublot-Ferrari partnership exceptional was the depth of collaboration. Hublot succeeds on two fronts: It retains its core Big Bang DNA while delving deeply into Ferrari design, as well as automotive and race-car materials — never compromising on either, and in fact accentuating each.

Iconic Models:

• Big Bang Ferrari: The accessible entry point featuring UNICO movement and Ferrari design cues

• MP-05 LaFerrari: 637-component movement with 11 barrels, world-record 50-day power reserve

• MP-05 LaFerrari Sapphire: Fully transparent sapphire case showcasing the vertical tourbillon

• Techframe Ferrari Tourbillon: Designed by Ferrari's Flavio Manzoni

"The watch is not the most important part of this partnership," says Jean-Claude Biver, Hublot's larger-than-life chairman. "Ours is an 'ambassador partnership' in which Ferrari is an ambassador of Hublot. Ferrari brings awareness, prestige and exclusivity to Hublot in countries where [Hublot] lacks recognition".

Richard Mille x Ferrari (2021-Present): the ultra-thin champion

After Hublot's partnership ended, Ferrari partnered with Richard Mille in 2021, immediately setting new records. When the RM UP-01 was released in July 2022, it became the world's thinnest watch.

The RM UP-01 Ferrari, at just 1.75mm thick, showcased Richard Mille's engineering prowess while paying tribute to Ferrari's racing heritage. This partnership represents the convergence of two brands at the absolute pinnacle of their respective fields, where price is secondary to technical achievement.

Key Models:

• RM UP-01 Ferrari: World's thinnest watch at 1.75mm (until Bulgari's response)

• RM 72-01 Lifestyle In-House Chronograph: Inspired by automotive dashboard instruments

Breitling x Bentley: the long-standing alliance

The Breitling for Bentley collection represents one of the longest-running automotive-watch partnerships, beginning in the early 2000s. The collaboration produces watches featuring distinctive design elements inspired by Bentley's dashboard instruments and iconic "knurled" bezel pattern.

The Breitling/Bentley pairing, now a little long in the tooth, is defined by its good timing. Despite being long-established, the partnership continues producing watches that appeal to both Bentley owners and chronograph enthusiasts.

Signature Features:

• Slide rule bezels for calculations

• Large case sizes (typically 46-49mm)

• Dashboard-inspired dial layouts

• In-house Breitling calibers

TAG Heuer x Aston Martin (2018-present): British elegance meets Swiss precision

TAG Heuer announced its partnership with British luxury carmaker Aston Martin during the 2018 Geneva International Motor Show, taking over the keys from Jaeger-LeCoultre (from 2003 to 2016) and Richard Mille (2016).

The collaboration produces watches that blend TAG Heuer's motorsport heritage with Aston Martin's refined British aesthetics. The first release, the Carrera Heuer 01 Aston Martin Special Edition, featured honeycomb dial patterns echoing Aston Martin's signature grille design.

Notable Releases:

• Carrera Heuer 01 Aston Martin: Skeletonized dial with honeycomb pattern

• Monaco Aston Martin Special Edition: Racing-inspired chronograph

Jaeger-LeCoultre x Aston Martin (2003-2016): The AMVOX collection

Jaeger-LeCoultre AMVOX 2

Before TAG Heuer, Jaeger-LeCoultre partnered with Aston Martin to create the AMVOX collection, widely considered one of the most refined automotive-watch collaborations. The AMVOX is the true embodiment of refinement, a collaboration that just worked.

The AMVOX watches featured innovative complications including the world's first mechanical alarm with membrane soundbox technology, drawing inspiration from Aston Martin's engineering philosophy.

IWC x Mercedes-AMG: German engineering excellence

Mercedes became the sole owner of its high-performance division AMG in 2005. In the same year, IWC relaunched its Ingenieur range, shortly after having announced a partnership with the former racing engine forge.

The IWC Ingenieur collection, particularly the AMG editions, showcases technical sophistication and robust design inspired by Mercedes-AMG's high-performance vehicles. The watches feature titanium cases, distinctive dial layouts, and technical complications suited to automotive enthusiasts.

Baume & Mercier x Shelby: american muscle meets Swiss watchmaking

Baume & Mercier teamed up with the American race car maker Shelby in 2015 and has since released several watches dedicated to the legendary auto brand. The Clifton Club Shelby Cobra CSX2299 Limited Edition drew inspiration from the Shelby Cobra Daytona Coupe and even involved a design collaboration with renowned automotive designer Peter Brock.

These watches feature foot-pedal-shaped chronograph pushers and oscillating weights shaped like Daytona wheel rims, demonstrating how automotive design can directly inspire watchmaking details.

Historic Ferrari partnerships: a complete timeline

Ferrari's watch partnerships span decades, each bringing unique contributions to horological history:

• 1950s-1960s: Informal associations with various watchmakers

• 1970s: Heuer (for Scuderia Ferrari F1) and Longines (for Ferrari brand)

• 1980s: Cartier "Ferrari Formula" collection

• 1994-2004: Girard-Perregaux "Pour Ferrari" chronographs

• 2005-2010: Panerai "Ferrari Engineered by Officine Panerai"

• 2011-2020: Hublot - the most successful collaboration

• 2021-Present: Richard Mille - ultra-high-end partnership

Of the ten most expensive cars ever sold at auction, eight are Ferraris. It's the go-to name on everyone's lips when discussing luxury or sports cars, making Ferrari partnerships highly coveted among watchmakers.

Fashion & lifestyle collaborations

Hublot x Louis Vuitton: fashion meets horology

Brands like Hublot and Louis Vuitton are collaborating to create watches that transcend functionality, becoming haute couture pieces. These designs incorporate iconic elements from both brands, such as signature patterns and luxury materials.

The collaboration showcases how fashion houses with increasingly serious horological divisions can partner with established watchmakers to create pieces that appeal to both fashion and watch enthusiasts.

Audemars Piguet x Travis Scott: hip-hop meets haute horlogerie

The limited-edition Royal Oak Perpetual Calendar, crafted in "chocolate" brown ceramic, fuses the artistry of Swiss watchmaking with the aesthetic edge of contemporary hip-hop. Limited to 200 pieces and priced at $201,000, the watch features custom design elements like a Cactus Jack logo moon phase and hand-drawn typography inspired by Scott's creative vision.

This groundbreaking partnership represents the convergence of traditional haute horlogerie with modern pop culture, attracting younger collectors to serious watchmaking.

Unique Features:

• Chocolate brown ceramic case - a first for Royal Oak Perpetual Calendar

• Cactus Jack logo in moon phase complication

• Hand-drawn typography by Travis Scott

• Denim-effect strap contrasting with haute horlogerie movement

Blancpain x Swatch: democratizing dive watch heritage

Based on Blancpain's iconic dive watch, the Fifty Fathoms, each of the nine colourful models (including the latest edition, Green Abyss, launched in June 2025) honours a different ocean or marine phenomenon. With a whimsical nudibranch illustration on the movement and Swatch's SISTEM51 mechanical calibre ticking within, the watches are paired with NATO straps.

This collaboration follows the wildly successful Omega x Swatch MoonSwatch partnership, proving that luxury brands can engage mass-market audiences without diluting heritage.

Louis Erard x Alain Silberstein: artistic collaboration

Silberstein's most enduring partnership is with Louis Erard, a collaboration that began in 2019 and has since become a cult favourite. From the regulator-style Le Régulateur to the emoji-dialled La Semaine, each release blends mechanical substance with visual irreverence.

The partnership demonstrates how independent watchmakers can collaborate with artists to create unique pieces that challenge traditional aesthetics while maintaining horological credibility.

Contemporary artist collaborations

Hublot x Multiple Artists: art of fusion

In 2024 alone, Hublot collaborated with Daniel Arsham, Richard Orlinski, Takashi Murakami, and Samuel Ross. And 25 unique high-end artist collaborations were sold at the second-ever TimeForArt watch auction.

Hublot's commitment to artist collaborations reflects its "Art of Fusion" philosophy, creating watches that function as wearable art while maintaining technical credibility.

Notable Artist Collaborations:

• Takashi Murakami: Flower-shaped watch cases with rainbow sapphires

• Daniel Arsham: Eroded aesthetic applied to Big Bang models

• Richard Orlinski: Wild Kong sculptures translated to watch design

• Samuel Ross: Industrial design meeting Swiss watchmaking

Louis Vuitton x Frank Gehry: architectural horology

Louis Vuitton's most impressive release yet came in 2024: the Tambour Moon Flying Tourbillon Poinçon De Genève Sapphire, a collaboration with Frank Gehry.

This collaboration brings architectural genius Frank Gehry's deconstructivist aesthetic to haute horlogerie, proving that fashion brands with serious watchmaking divisions can create pieces worthy of Geneva Seal certification.

Sports partnerships

Hublot x UEFA & FIFA: football's official timekeeper

Hublot was the Official Timekeeper of the UEFA Women's Euro 2025 in Switzerland – although the brand's relationship to soccer began in 2006 when it sponsored the Swiss national team.

Hublot's extensive football partnerships include FIFA World Cup, UEFA Champions League, and national teams, creating watches that commemorate major tournaments and celebrate football culture.

Breitling x NFL: american football meets Swiss chronographs

Breitling's 32 NFL team-themed watches were released right before the NFL season in September, showcasing how watch brands can create team-specific editions that appeal to sports fans beyond traditional watch collectors.

Chopard x Mille Miglia: historic racing partnership

Chopard's partnership with the Mille Miglia historic car race represents one of the longest-running automotive-watch collaborations, producing annual limited editions that celebrate Italian racing heritage.

What makes successful luxury watch partnerships?

Key success factors:

In an age of social media virality and drop culture, the most successful watch collaborations are the ones that offer novelty without losing authenticity; serve strong storytelling that adds emotional value; and bridges communities, by welcoming new audiences without alienating long-time collectors.

• Authentic Integration: Design elements genuinely reflect both brands' DNA

• Technical Innovation: Collaborations push boundaries in materials or mechanics

• Mutual Respect: Neither brand overwhelms the other

• Limited Production: Exclusivity maintains desirability

• Storytelling: Compelling narratives connect products to brand heritage

• Cross-Appeal: Attracting both existing fans and new audiences

  
  

The evolution of luxury partnerships

Luxury watch partnerships have evolved significantly from simple co-branding to deep collaborative creation:

Early partnerships (Pre-2000s)

Simple logo placement and basic design cues. These watches often felt like standard models with partner logos added, offering minimal integration.

Mature collaborations (2000s-2010s)

Deeper integration of partner design language, materials, and engineering concepts. The Hublot-Ferrari partnership exemplified this era's potential.

Contemporary partnerships (2020s)

Collaborations now span artist partnerships, fashion collaborations, and cross-industry innovation. The trend of luxury watch brands collaborating with contemporary artists shows no sign of letting up, while fashion brands develop serious horological capabilities.

Collectibility and investment potential

Collaborative watches often command premiums on the secondary market, particularly:

• Limited production runs: Low numbers increase scarcity

• Discontinued partnerships: Hublot Ferrari pieces have appreciated since the partnership ended

• Artist collaborations: Unique pieces from TimeForArt auctions

• Historic significance: First-edition partnership pieces

However, not all collaborative watches appreciate. Mass-produced collaborations or those lacking genuine innovation may depreciate like standard production models.

The future of luxury watch partnerships

Several trends are shaping future collaborations:

Sustainability focus

Sustainability-focused collaborations offer eco-friendly products without compromising on luxury. By using ethical materials and promoting circular practices, these partnerships let consumers make responsible choices.

Digital integration

Partnerships increasingly incorporate digital elements—NFTs, virtual experiences, and augmented reality—alongside physical timepieces.

Unexpected pairings

The most exciting collaborations often come from unexpected sources. Zenith teamed up with DJ Carl Cox, AP did a mashup with Marvel for a Spiderman timepiece, showing how watch brands explore pop culture beyond traditional luxury sectors.

Democratization through collaboration

High-low collaborations like Omega x Swatch and Blancpain x Swatch bring luxury brand DNA to accessible price points, introducing new audiences to horology without diluting heritage.

The power of partnership

Luxury watch partnerships represent more than marketing exercises—they're genuine fusions of expertise, aesthetics, and values from complementary luxury sectors. The most successful collaborations, from Hublot-Ferrari to Audemars Piguet-Travis Scott, create watches that couldn't exist without the partnership, offering collectors pieces that tell stories beyond timekeeping.

As the luxury watch industry continues evolving, partnerships will remain crucial for innovation, audience expansion, and cultural relevance. Whether automotive, artistic, athletic, or fashion-focused, these collaborations ensure watchmaking remains dynamic, exciting, and connected to broader luxury culture.

For collectors and enthusiasts, partnership watches offer opportunities to own pieces that bridge passions—combining love of automobiles with appreciation for horology, or connecting contemporary art with traditional craftsmanship. In doing so, they enrich both watchmaking and the luxury industries with which they partner, creating timepieces that transcend their individual components to become something greater.