Watches & Cars

Fine watches and fine automobiles go hand-in-hand. Talk to a confirmed car nut and chances are he or she is a watch lover too. Cars and watches are two ways that people can separate themselves from the pack. If you drive the new Ford Mustang or the Chrysler Crossfire, you are saying something about yourself. Watches do the same thing, only a little more subtly - and they don't take up nearly the space in the garage.

Both watches and cars have engines that make them run. A complicated movement of a watch can have more moving parts than even a Ferrari engine and both are designed to run at the highest level of performance. Though a watch doesn't roar like an engine, the back and forth motion of the balance wheel, the movement of the gear train and the resulting tick-tock are just as emotional and seductive. The more complicated movements and engines are, the more interested people will be. Timing and cars have been related from the start. In NASCAR, Formula One or Indy Racing, lap times are critical in gauging position and performance in the race. Watches, and specifically chronographs, have been timing sporting events (and your jog around the block) since the first watch was produced. Many companies made their reputation in timing and you can still see Swiss companies like TAG Heuer (Indy Car Racing), Tissot (MotoGP), JeanRichard (American Lemans), Omega (the Olympics) and others as official timers for all sorts of sporting events.

In an effort to tap into the passion so many people have for cars, many watch companies have entered into partnerships with car companies. The association makes sense as both share a passion for excellence, attention to detail, performance and cutting edge design.

Many watch companies are working with automobile manufacturers, races and special events to produce car-inspired watches - Jaeger-LeCoultre and Aston Martin, IWC and Mercedes-Benz, Parmigiani Fleurier and Bugatti, Audemars Piguet and Maserati, Chopard and the Mille Miglia classic race in Italy, Bulgari with "Stars and Cars" events, Oris and the F1 Williams BMW racing team, Breitling and Bentley, Panerai and Ferrari, Rolex and endurance racing and more.

As a result of this association, watches from these companies often reflect the cars in design, technical innovation and use of materials. Some of the materials common in auto racing, like titanium, high-tech aluminum, carbon fiber and even tire rubber (for the watchstrap) are incorporated into the production of the watches, not only because they are reminiscent of auto racing but because they make sense. In many cases, they are lighter, more durable and better performing than standard materials.

Just as in automobiles, watch brands have started coming out with concept watches, watches that are so forward thinking and out there that the companies want to test the waters to see if a.) the watches will work and b.) the market responds. TAG Heuer has come out with concept watches each of the last two years and the result from the marketplace has been so overwhelming that the watches have taken the next step to be fully tested and are slated for future production.

Watches and cars go together so well and make so much sense that next time you see a nice car, check the owner's wrist. Chances are you'll fine a fine watch.