Earlier this year, luxury British automaker Aston Martin teased its team colors for the 2021 Formula One season. The luxury car brand may be leaving Le Mans, but its return to F1 is something we can all get behind. As with any motorsport, forging good partnerships and sponsorships is key, and Aston’s latest partner is one with a rich history befitting of a timeless brand like Aston Martin.
Girard-Perregaux is the luxury Swiss watchmaker that Aston has now joined forces with, and as the automaker’s new watch partner. Girard-Perregaux branding will feature on the Aston Martin Cognizant Formula One team car and uniforms, and the first timepiece from this new collaboration will be released sometime this year. The two brands should complement each other well, as both have a rich history of crafting some of the most beautiful pieces of functional art on the planet.
Aston Martin CEO Tobias Moers says 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.”
We’ll have to wait to see what inspires the first collaboration between the two brands, but with the promotional video featuring an Aston Martin DBX, there’s a good chance that future versions of the luxury SUV will be offered with a bespoke Girard-Perregaux timepiece.
Girard Perregaux is fully owned by Kering
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