By Daphne Bennett
November 2024
Scuderia Ferrari HP and Chivas Regal are teaming up, bringing together speed, luxury, and a whole lot of class. Meanwhile, KAWS and Audemars Piguet are blending art and horology, creating a timepiece that's as stylish as it is complex. It's a double dose of luxury that's sure to excite fans of both worlds and redefine what's possible at the intersection of performance, style, and creativity.
Scuderia Ferrari HP and Chivas Regal: A New Era of Partnership in Formula 1
In an exciting development for motorsport enthusiasts, Scuderia Ferrari HP has announced a multi-year partnership with Chivas Regal, the luxury Scotch whisky brand, ahead of the much-anticipated Las Vegas Grand Prix. This collaboration unites two iconic heritage brands, both committed to excellence, with the goal of bringing the thrilling world of motor racing to new audiences.
As an Official Team Partner, Chivas Regal will join forces with Scuderia Ferrari HP to create unique activations designed to provide fans with an exclusive behind-the-scenes look at Formula 1. This partnership promises to shine a light on life off the track, offering immersive experiences and exclusive content that will engage a whole new category of racing fans.
Frédéric Vasseur, Team Principal of Scuderia Ferrari HP, expressed his enthusiasm for the partnership, emphasizing the shared values of striving for excellence, attention to detail, and craftsmanship inherent in both brands. "Together, we share the desire to progress and set the benchmark in our respective fields of endeavour," he stated, looking forward to the mutually beneficial collaboration with Chivas Regal.
Lorenzo Giorgetti, Ferrari's Chief Racing Revenue Officer, echoed this sentiment, highlighting the dynamic nature of Chivas Regal as it enters the world of top-level motorsport for the first time. He stated, "We will work together on exciting and innovative activations to bring Formula 1 even closer to its fans, expanding the Scuderia Ferrari HP fan base and that of our sport in general."
Jean-Etienne Gourgues, Chairman & CEO of Chivas Brothers, described the partnership as a significant gear shift for Chivas Regal, marking the brand's acceleration into a new era of sports culture. He noted, "In the fast-moving world of Formula 1, success is a team effort – something that sits at the heart of Chivas Regal’s mission of ‘I Rise, We Rise’." Gourgues expressed a passion for using this new platform to engage the growing and increasingly diverse community of racing fans in the 2025 season and beyond.
Furthermore, this partnership serves as a powerful platform for Chivas Regal to raise awareness about the dangers of drink-driving, aiming to drive positive impact among a global audience of passionate racing enthusiasts. The collaboration not only enhances the connection between the brands but also promotes responsible consumption within the motorsport community.
As the partnership unfolds, fans can look forward to innovative experiences that will bring them closer to the exhilarating world of Formula 1, while also reinforcing the importance of safety and responsibility. With Scuderia Ferrari HP and Chivas Regal joining forces, the future of motorsport engagement promises to be both thrilling and impactful.
KAWS and Audemars Piguet: The Art of Timekeeping with a Twist
In luxury watches, collaborations often yield fascinating results, but few match the intrigue of the upcoming KAWS x Audemars Piguet timepiece. Over the past two years, artist Brian Donnelly, known as KAWS, has been blending fine art and horology. Despite efforts to stay discreet, hints of this collaboration emerged when Instagram users spotted KAWS wearing a custom Audemars Piguet Royal Oak with his signature X’s.
The anticipation for the KAWS Audemars Piguet Royal Oak is high, with its release set for November 19. However, the market version differs from the one Donnelly wore. The official model, the Royal Oak Concept Tourbillon “Companion,” features a miniature version of KAWS’s iconic Companion figure, dramatically positioned against the watch face.
Despite the whimsical aesthetic, the watch is a marvel of engineering.
Made from lightweight titanium, it showcases Audemars Piguet's technical excellence, powered by a new movement with a tourbillon mechanism, reflecting their high-end watchmaking legacy. KAWS’s artistic journey often revisits cartoon characters, but this collaboration draws from Marvel comics. Inspired by Audemars Piguet's superhero collaborations, KAWS wanted a piece aligned with his sculptures. “If I’m going to do a watch with them, I want to do something that’s really in line with the sculptures I do,” he explained.The Companion figure inside the watch is a shrunken version of KAWS’s large-scale sculptures. “I’m used to working with these massive scales of 20 metres, so to work on something that’s sitting inside a watch that’s just 43mm is really interesting,” he noted, highlighting his versatility.
Besides the wristwatch, KAWS is collaborating with Audemars Piguet on a larger project, installing a giant inflatable Companion at their headquarters in Le Brassus, Switzerland. This duality reflects the growing intersection of art and luxury, expanding the audience for both.
As art and luxury blur, the KAWS x Audemars Piguet collaboration exemplifies a new era in watches. The KAWS AP timepiece is a wearable piece of art, contrasting with traditional luxury items. The Royal Oak Concept Tourbillon “Companion” is a conversation starter, priced at $226,504, encapsulating KAWS’s motifs with its striking design.The watch features a unique time-telling system, with glowing hands circling the Companion, illuminating the watch face. The tourbillon movement is visible through the Companion’s torso, echoing KAWS's “Dissected” series. The eight screws on the watch face bear KAWS’s recognizable X’s, adding artistic flair.
Ultimately, the KAWS x Audemars Piguet collaboration is a testament to the evolving landscape of luxury timepieces, where art and horology intersect. As KAWS pushes artistic boundaries, this wrist “Companion” reminds us of the power of creativity and the timeless nature of art and timekeeping. Whether a watch enthusiast or art lover, this collaboration inspires new appreciation for the fine art of time.
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