It was talked about, it was in the air... But until there's confirmation, it's not news. And finally this week the bombshell was dropped: when the contract between Hublot and Ferrari came to an end, Richard Mille took over as Maranello's watchmaking partner.
A very high-profile agreement, which follows others already made by the watchmaker in the world of motor racing and Formula 1, from Felipe Massa, to McLaren, to Alfa Romeo. Needless to say, the one with Ferrari will necessarily overshadow all of the company's other partnerships, and we don't want to hear about that.
Because Ferrari is to us Italians what Roma is to Romanisti: 'you don't discuss it, you love it'. And for those who are not Italian, it has invariably represented for decades the pinnacle of sportiness and luxury, exclusivity and elegance, speed and class. All this, beyond Formula 1 performance.
For Richard Mille, this collaboration is therefore a feather in its cap. For Ferrari, a leap in category. Certainly, in terms of price and exclusivity.
A combination that has a great chance of success, thanks to certain characteristics of the two brands that go together perfectly. The most important, in my opinion, is uniqueness. Because just as in motor racing you are either a Ferrarista or - by chance or by taste - you are not, in the same way in watchmaking owning or not owning a Richard Mille means belonging to a club or being outside of it. One likes Richard Mille or dislikes it, but above all - just like a Ferrari - one can afford it or not.
Now, needless to say, we are all curious to see how the collaboration will develop. Especially since the redhead is no stranger to partnerships with big names in watchmaking. From the one with Girard-Perregaux in the 1990s, born out of a friendship between Gino Macaluso and Luca Cordero di Montezemolo rather than a marketing plan. To that with Panerai, in the early 2000s, which wanted to celebrate a marriage between two historic Italian brands. Until the association with Hublot, undeniably the most successful and prolific of all.
The comment by Richard Mille himself at the announcement of the deal says little, but promises much and betrays sincere emotion.
Dody Giussani
