Top 10 timeless collaborations between car companies and watch-makers
There’s something about cars and watches that goes hand-in-hand – here are some of the most interesting and iconic partnerships over the years.
Cars and watches have always enjoyed a close relationship, with wristwatches gaining popularity at roughly the same time as motor vehicles, in the early 20th century.
These days, the relationship between the two industries is big business, allowing companies to reach more buyers thanks to cross-branded collaborations.
While this list could have easily been three times longer than it is, here is our Top 10 collaborations between car-makers and watch-makers – including some of the most quirky and interesting, as well as the most iconic.
10. Swatch and Smart Car
As fans of the brand may know, the Smart car of the late 1990s was a collaboration between quirky watch brand Swatch and German automaker Mercedes-Benz – a venture that reportedly lost $US4.6 billion before the project ended.
The Smart car brand was recently revitalised as a new joint venture between Mercedes-Benz and Chinese car giant Geely – owner of Volvo and Lotus – with the first new-generation electric car being released in limited markets in recent months.
The Swatch Smart Car watch, reference GZ154, was launched in 1997 to commemorate the opening of the assembly plant – a ribbon-cutting ceremony attended by then-French President Jacques Chirac and German Chancellor Helmut Kohl.
While the abstract dial design left us scratching our heads, it was Drive’s Production Editor Kez Casey who deciphered it as being a combination of the Smart ForTwo’s alloy wheel design and front-end look.
If you’re a Smart enthusiast and would like a quirky watch to match your vehicle, these pieces occasionally crop up online for less than $200.
9. G-Shock and Toyota LandCruiser
It’s difficult to imagine two more different products that enjoy such a similar reputation. The Toyota LandCruiser is well known for its dependability, reliability, and capability in extreme environments – all traits shared with Casio’s G-Shock line of watches.
In early 2022, the two came together for a special G-Shock, based on the Mudmaster – a favourite watch of special operators from the military and law enforcement due to its ability to withstand multiple hits, continuous shocks, and mud.
Team LandCruiser is a factory-backed Dakar Rally team which has competed in the gruelling event in a LandCruiser 200 Series for a number of years, and is now transitioning to a latest 300 Series model.
The Toyota Auto Body Team LandCruiser x G-Shock, reference GWG-2000TLC-1AJR, is available to buy new for $1599 through G-Shock, or earlier variants can be found for less than $1000 online.
8. Citizen and Toyota Crown
Long before proximity keys were widely available on new cars, car giant Toyota partnered with local watchmaker Citizen to create a timepiece which allows an owner to remotely lock, unlock, and start the engine on their car.
Known as the Toyota Crown Smart Key watch, the watch was only available for the domestic buyers of the 12th-generation Crown sedan – one of the most luxurious and technologically-advanced models from the manufacturer.
These watches aren’t well known by those outside the Toyota Crown community and are notoriously difficult to track down, with most having to be sourced from Japan.
7. Grand Seiko and Nissan GT-R
In 2019, arguably the most well-regarded Japanese luxury watch brand released a collaboration to celebrate the 50th anniversary of the Nissan GT-R.
That year Grand Seiko was also the 20th anniversary of its Spring Drive technology, and offered the anniversary edition as an automatic chronograph housed in a ceramic and titanium case, with a silver-white textured dial and Bayside (Wangan) Blue highlights – an iconic colour from the Nissan R34 Skyline GT-R of the 1990s.
Only 200 of the watches were made, and had a recommended retail price at the time of approximately $30,000.
6. Richard Mille and McLaren
Avid Formula One fans may have noticed Sky Sports commentator Martin Brundle often has a non-traditional watch on his wrist during broadcasts, as well as McLaren driver Daniel Ricciardo.
Typically reserved for sports superstars and the ultra rich, Richard Mille watches partnered with supercar company and F1 team McLaren to create the RM 11-03 in 2018.
Designed in collaboration with McLaren Design Director Rob Melville, the body is made from a carbon material interlaced with layers of the car maker’s signature orange, housing a skeletonised (see-through) automatic movement and titanium pushers.
Just 500 were made and sold new for approximately $267,000 – but used prices are currently between $800,000 and $900,000.
5. Ice Watch and BMW
Interesting watches don’t always cost as much as a house. In 2013, Belgian brand Ice Watch was the hot new thing in horology (the study of clocks and watches), and quickly found a friend in BMW.
BMW has had a number of different watch partnerships over the years, but it was possibly its venture with sponsor Ice Watches that spawned an iconic livery in the DTM racing series in Germany, as well as a line of affordable and attractive watches.
At the time, the 53mm chronograph could be purchased for $339 new, and featured a canvas strap, stainless steel body, BMW roundel in the dial, and ‘BMW Motorsport’ text in the bezel – now buyers can find them fairly easily from around $100.
4. Panerai and Ferrari
The partnership between Ferrari and luxury watchmaker Hublot may be more recognised, but for a period of five years the supercar maker joined forces with diving watch specialist Panerai – and it made a lot of sense.
Both brands are Italian, instantly recognisable, and can claim some of the most devoted and passionate fans on the planet. Those who wear the large ‘rounded-square’ Panerais are often the same who have a Ferrari in the garage for the weekend.
Prices have remained relatively flat for the Ferrari-stamped Panerais, with plenty available on the used market for between $5000 and $30,000.
3. IWC and Mercedes-AMG
Another collaboration that makes a lot of sense is that between Mercedes-AMG and Swiss brand International Watch Company.
Their relationship dates back to 2004 – making it one of the longest collaborations between automotive and horological industries – with the two companies sharing a dedication to engineering and performance with typically-understated designs.
Over such a long period, it’s understandable that IWC have produced many models in partnership with AMG, with prices typically between $5000 and $20,000 – though a limited-edition model from F1 team boss Toto Wolff can run into six figures.
2. Breitling and Bentley
Even older is the series of Bentley for Breitling watches, which launched in 2002 – just four years after Volkswagen Group acquired the luxury British carmaker, and shortly before the launch of the all-new (for the time) Continental GT.
The Swiss watch company designed the dashboard clock for the Continental GT, and began offering special Bentley watches in the years following.
While their official partnership dates back 20 years, Willy Breitling – watchmaker and grandson of company founder Léon Breitling – was an avid Bentley fan in the late 1940s.
1. Tag Heuer and Porsche
Both the Porsche 911 Carrera and Tag Heuer Carrera were named after the same race: the Carrera Panamericana – a Mexican border-to-border race held between 1950 and 1954, which was considered by many at the time to be the most dangerous race in the world.
Tag Heuer designed the watch at the time for racing car drivers, while Porsche saw success at the events with its 550 Spyder.
The two companies have come together on a number of timepieces over the years, but most recently launched the Tag Heuer Carrera x Porsche RS 2.7 in celebration of the iconic German sports car, using the famous Porsche Carrera badge on the dial and strap.
Given the original Porsche 911 Carrera RS 2.7 is now worth more than $2 million, the watch’s $11,200 price tag seems almost reasonable.
For tech junkies, the Tag Heuer Connected x Porsche Edition offers a more modern alternative for just $4000, being a fully-digital ‘smartwatch’ with the ability to display how much battery is available on the owner’s electric or plug-in hybrid Porsche.
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