Six of the Most Obscure Watch and Car Tie-Ins You’ve Likely Never Heard Of
In terms of analog intricacy and an unyielding enthusiasm for the vintage and enduring, watches and the automotive realm are a natural A-to-B: it should come as no surprise that the Venn diagram of watch nerds and automotive nerds is eerily close to a circle. Yet, there’s more to the world of branded cross-promotion than, say, TAG Heuer and Porsche. Some of the most off-the-beaten-path collaborations are worthy of deep dives, and the six examples highlighted here (including many from Heuer!) are collectible and worthy of appreciation by those who know. Because there’s only so much that can be represented by Steve McQueen, in that white racing suit, giving the British equivalent of the middle finger. Thankfully, the world of mechanical fascination runs so much deeper than that. IWC Mark XII x Saab “Born from Jets” was the advertising slogan of the now-defunct Saab for the last 20 or so years of its life, and while there was a distinct difference between Saab AG the defense contractor and the General Motors-owned division, it made for some really, really cool television ads. IWC, who built its reputation on pilot’s watches, lent its flagship Mark Series to a Saab tie-in in 1997: if you put down the deposit for a limited-edition 900 Mellow Yellow Cabrio, you were awarded one of these Mark XIIs, each one customized with a yellow leather strap and “Saab Automatic” on the dial instead of the usual “Mark XII Automatic.” Today, if you can find one, they go fo...
Time+Tide
