Karl-Friedrich Scheufele of Chopard with Jens Walther, CEO of Porsche Motorsport of North America
On 14 - 15 June 2014, the 82nd 24 Hours of Le Mans (24 Heures du Mans) automobile endurance racing event was held at the Circuit de la Sarthe in Le Mans, France. It is unquestionably the most prestigious fixture in the FIA World Endurance Championship season.
This year was even more exciting because the race saw the grand return of Porsche after 16 years absence following their unbeaten record 16th win of the Overall Classification in 1998.
With Audi having won 12 times at Le Mans since 1999 and going for 'Number 13', Porsche was prompted back to enter the LMP1 category for 2014.
Iconic Ferris Wheel at Circuit de la Sarthe
As Official Timing Partner, Chopard was excited to join forces with Porsche Motorsport for the return. It was quite a hurried schedule for Chopard since the agreement with Porsche Motorsport was concluded just before the 2014 Geneva Motor Show, only 3 months earlier.
I guess they must have "planned for success" because the Chopard Superfast Chrono Porsche 919 Edition watch was ready for launch on the eve of the 24 Heures du Mans.
Superfast Chrono Porsche 919 Edition
For the development of the LUC1963 Chrono PuristS' Edition (below), we know that it took years of discussion and planning so Chopard must have pre-empted the Porsche Motorsport Executive Board to get their Porsche 919 watch on the starting grid so quickly.
LUC1963 Chrono HW PuristS Edition
CLICK URL to read the Superfast Chrono Porsche 919 edition launch report: chopard.watchprosite.com
The 82nd 24 Heures du Mans Start
Porsche 919
2.0 L four-cylinder turbocharged engine with a battery-based hybrid system
Sponsorship Deals
I wanted to get deep into the reason and rationale for the partnership.
Our fora abound with criticism by some observers about sponsorship deals and celebrity watch editions. We see famous names paraded out with the watches at prize-giving ceremonies at Wimbledon Centre Court, Hockenheimring Baden-Württemberg or the Academy Awards (Oscars).
We see celebrities switch allegiance from JLC to Tag-Heuer or from Tag-Heuer to Rolex or Audemars Piguet to Richard Mille.
What is the value of such sponsorships to the brands, for the celebrity and to the watch buyer?
Value to Chopard
From my observations of the Scheufele family, I conclude that decisions are not made lightly nor without aforethought. Mr Karl-Friedrich Scheufele once told me that while they do not have to answer to shareholder activists, every decision involves family money and is not taken lightly. This does not mean that the decision process takes ages nor does it mean that fiscal spreadsheets take precedence. It allows for human factors to play a part like personal interests and choices whether they be sports cars, elephants, clowns or sheep. These motifs are found in Chopard product lines.
When Chopard acquired UHP (Union Hôtelière Parisienne), the company owning Hôtel de Vendôme in Paris, it raised a few eyebrows. CLICK URL to read: chopard.watchprosite.com
Why would a privately-owned watch/jewellery business buy a hotel? Why would they "diversify the business", as mentioned in the press release. Actually, as a concept, diversification into the hospitality business had already been rejected by the family council many years ago! The main reason for this change of heart in Paris is "Location Location Location".
The hotel building houses the Chopard Paris Boutique at No. 1 Place Vendôme. The owner had put the building up for sale and the risk of losing the lease for the boutique at THE prime address on THE prime luxury square in Paris was unimaginable. The business decision was a rational one in order to secure the Chopard Boutique. It always comes back to the Chopard business.
Apart from the undeniable cachet of one of the fastest advertising "billboards" in the world, the association with Porsche Motorsport allows Mr Karl-Friedrich Scheufele to indulge in one of his real passions. He and his father (Karl III) own and drive vintage Porsche cars. Chopard has sponsored the Mille Miglia race since 1988 and the Scheufeles have raced their classic Porsches there. Chopard also sponsors the Grand Prix de Monaco Historique. This Porsche Motorsport partnership continues long term business and personal associations with motor sport.
Value to Celebrities
The crucial point is that Chopard does not have "brand ambassadors" for this partnership with Porsche Motorsport. They are 'official timing partners' to Porsche Motorsport so the focus is on the timing.
There may be a fortuitous connection in Jacky Ickx (Mr Le Mans) who is a 6-time winner and has a range of Chopard Mille Miglia watch models in his name. Jacky Ickx won 4 of his 6 Le Mans victories in Porsches.
In any case, Chopard ambassadors start as friends first before endorsing their charitable causes with special edition watches viz. Jose Carreras, Sir Elton John, and The Prince of Wales's Charitable Foundation.
Value to Clients
This topic can be approached on many levels. Ostensibly, there is no discernible "value" to watch buyers. Upon more intensive scrutiny, tangible benefits are revealed.
Although privateer Porsche GT teams have continued to be the most successful car brand at Le Mans since 1998, The Return of Porsche Motorsport and partnership with Chopard allows the fan to pair their watch to their car and vice versa! We may not admit it but watch-geeks and petrol-heads love to coordinate our two daily used possessions.
Now we can match the most popular supercar with a 'proper' watch. Think of the disappointment with quartz Mercedes AMG watches before IWC got involved and BMW being matched with Ball watches....
On a more propitious note, the shared values that unite Chopard and Porsche Motorsport such as the constant quest for performance and excellence is conducive to a culture that pursues reliability and innovation. This can only benefit aficionados of motorsports and watchmaking. This same vision of the future and determination to push existing boundaries challenges Chopard to design and develop mechanical watches.
Witness in particular the Superfast collection dedicated to motor racing, and the Chopard special edition to celebrate the return of Porsche to the 24 Hours of Le Mans with its 919 Hybrid. They are also a test bench for constantly pushing limits and implementing new procedures or innovative materials. Exactly how Porsche sees motor racing, as a “Lab for our visions”. The first watch edition from the partnership is but a quick interpretation of today's features. In the long-term, the portents are for much more future-inspired products....
Superfast Chrono Porsche 919 Edition
The Superfast Chrono Porsche 919 Edition, a chronograph with several aesthetic features of the high-speed car from Porsche, issued in a 919-piece limited edition.
45 mm-diameter case and flyback function beats to the pace of a mechanical Chopard 03.05-M calibre, chronometer-certified by the COSC.
In-house Chopard "engine" made in Fleuriers.
This ‘engine’ and its oscillating weight may be admired through a sapphire crystal engraved with the inscription “Official Timing Partner Porsche Motorsport”.
Inspired by the new Porsche 919 Hybrid, the stripes on the dial evoke the racing car’s rear diffuser.
Likewise, the “919” appearing in a red rectangle inside a 9 o’clock sub-dial is identical to the number of the Porsche racing cars.
Finally, the rubber strap is inspired by slick tyres unlike the traditional 'Dunlop Racing' tread pattern on the Mille Miglia watch range.
Car 20 Drivers: Timo Bernhard, Brendon Hartley and Mark Webber.
Day & Night
End of Part 1.....
Regards,
MTF