Style Wheels

Supercar show Salon Privé adds Time pavilion to showcase luxury watch brands

A couple in a classic car show off their luxury watches

Salon Privé, the supercar show, has announced a new pavilion for its upcoming event. Salon Privé Time will be home to exhibits from some of the world’s most prestigious watch brands.

There’s long been a synergy between the high-end car industry and horology, especially in the world of motorsport, where every fraction of a second counts and accurate timekeeping is essential. 

The Time pavilion will be located on the South Lawn of Blenheim Palace, alongside some of the world’s best known automotive and luxury brands. Guests will have the opportunity to browse, try on and purchase the timepieces on display.

Many of the featured brands have forged close partnerships with the automotive sector. IWC Schaffhausen has been the Official Engineering Partner of the all-conquering Mercedes-AMG Petronas Formula One team since 2013, and the following year it introduced the first of its special editions dedicated to brand ambassador Sir Lewis Hamilton.

Similarly, with its signature design characteristics of boldness and extravagance, it was natural that Swiss-based manufacturer Roger Dubuis would partner with Lamborghini Squadra Corse, while Florence-based Officine Panerai combines Italian style, Swiss technology and a passion for the sea in its elegant designs. 

They will be joined at Salon Privé Time by luxury brands Piaget and Montblanc.

There’s long been a synergy between the high-end car industry and horology, especially in the world of motorsport…

A luxury watch on the driving seat of a classic car
Vacheron Constantin joins the elite brands in the Salon Privé Time pavilion

Completing the collection of brands will be Vacheron Constantin, recognised as the oldest watch manufacturer to be in continuous operation. It has created iconic timepieces for the likes of King Farouk and Marlon Brando, and in 2015 created the world’s most complex watch as a special commission for its 260th anniversary.

‘There is a natural synergy between motor cars and watches,’ said Christophe Ramel, UK Brand Director from Vacheron Constantin, ‘and Salon Privé Time is an exciting way to celebrate that. Salon Privé is known across the world for its quality, style and exclusivity – and those values perfectly align with what we do as luxury watchmakers. Anyone with a passion for cars will appreciate the craftsmanship that goes into each and every timepiece.’

Now in its 16th year, Salon Privé Week (which runs September 1-5) is a must-attend series of events for any car enthusiast, and this year will host no fewer than 21 UK, European and global debuts.

The Concours d’Elégance will welcome more than 100 of the world’s finest cars to Blenheim Palace, while Ladies’ Day presented by Boodles offers the ultimate in style and fashion, with fine dining in the Glass House will return after its successful debut in 2020.

Tickets can be purchased via the official website  or by calling the Ticket Hotline: 0808 100 2205.

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About Steve May

Creator of Home Cinema Choice magazine, and editor of The Luxe Review, Steve muses and reviews for Trusted Reviews, T3, Yahoo UK, Home Cinema Choice, Games Radar, Ideal Home, Louder Sounds, Channel News and Boat International. He’s also the editor of professional home cinema website Inside CI. He's on Twitter and Instagram as @SteveMay_UK

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