Pole position

For once, the star of the Geneva Motor Show wasn’t a car but its driver, Patrick Dempsey. He came roaring into Palexpo exhibition hall to cut the ribbon at the massive, 1,000-square metre stand of the watchmaker for which he is also an ambassador, TAG Heuer. Still basking in the aura of Dr McDreamy from his days at Grey’s Anatomy, the actor, who now races a Porsche for Dempsey Racing, pulled in the crowds. Getting this many people together for a watch brand in any other circumstances would be like trying to get a scoop on the next episode of Star Wars. The La Chaux-de-Fonds firm, led by Jean-Claude Biver, was delighted, the idea being to celebrate the brand’s various partnerships. Five shiny racecars were on the stand to testify to its commitment to motor racing. They weren’t quite as popular as Patrick Dempsey, but to quote the actor as a particularly determined fan managed to slip through the protocol to get a coveted autograph, “That’s OK”.

The mechanics of pleasure

In fact it’s more than just “OK”. Watches and motor sports are going full throttle. One floor up, Chopard was holding court. A board had been placed on stage showing the route for the 34th Mille Miglia (May 19th-22nd 2016). Chopard has been partner and official timekeeper to the race since 1988. The audience were there to soak up the history, legend and beauty of a route that begins and ends in Brescia, via Rome, and for a chance to shake the hand of Chopard co-president Karl Friedrich Scheufele. The atmosphere in the room was studious. How many racing-circuit veterans were in there? These are men and women with a passion for mechanics and an obsession with the technical nitty-gritty, the number of revs per minute and vibrations per hour. They were there to share the moment and discover the watch being unveiled that day: the Mille Miglia 2016 XL Race Edition.

Chopard’s co-president can take much of the credit for his brand’s partnership with the race. He is, after all, passionate about classic cars. He even learned to drive in one of the cars from his father’s collection, and each year takes part in the Mille Miglia alongside Jacky Ickx. He sensed the connection between watches and automobiles, and this prompted him to sponsor the event and create watches inspired by both worlds. His instincts were right, given their shared history.

Watchmakers behind the wheel

Flashback. When Jack Heuer imagined the legendary Carrera in 1963, its success was such that it quickly reached iconic status. Cars and watches didn’t officially begin their relationship that year – Alfred Dunhill was already making motoring accessories – but it was a milestone. Clearly, there was potential. And so began a new era for watch and automobile brands. They were on the same wavelength. New partnerships emerged over the course of the years, aimed at promoting the mechanics purring under the hood or beneath the dial. Tie-ups between Breitling and Bentley, Hublot and Ferrari, Richard Mille and Aston Martin, Parmigiani Fleurier and Bugatti aren’t examples of brands veering off-course. They are proof that whirring mechanics are and always will be a source of immense fascination. So why not extend relations as far as the racetrack? TAG Heuer is partner and official timekeeper for FIA Formula E. Blancpain has reprised its sponsorship of the Lamborghini Blancpain Super Trofeo. Rolex is behind the official watch for the 24 Hours of Le Mans and takes to the stands as Formula 1 official timekeeper and watch. Not forgetting Richard Mille’s presence alongside the McLaren Honda Team and Hass F1 Team, and TAG Heuer’s signing with Red Bull Racing.

Racing machines for the wrist

Watchmakers have also found their heart’s desire among the armies of fans who gather to indulge their love of more gentle motoring pursuits. Richard Mille, himself a collector of highly desirable four-wheeled machines, takes part in the Le Mans Classic and the Chantilly Concours d’Elégance. Zenith has ties with the Tour Auto. Chopard organises the Historic Monaco Grand Prix.

What about the main protagonists, the drivers themselves? Their job is anything but child’s play, even if they do bring out the inner child in each racing fan. Fortunately, watchmakers are there to facilitate their task. Reading the time while piloting a machine hurtling along a race track can be dangerous, hence the chronos developed especially for their wrist. What better promotional channel, particularly as motor sports turn over billions each year. Richard Mille supports Sebastien Loeb and Felipe Massa, Audemars Piguet keeps Mickael Schumacher in its stable, and TAG Heuer has Patrick Dempsey in its fold.

The good news is that these “automotive” timepieces are also available to Sunday drivers, i.e. the vast majority of us who aren’t lucky enough to slip behind the wheel of a racing car. These high-octane chronos, with their bevy of references to motor sports, are a vicarious shot at life in the hotseat. In fact their success suggests that racing driver has overtaken doctor as every little boy’s dream. Ask Patrick Dempsey.