Category: John-Mikael Flaux

There is an inextricable link between cars and watches. It isn’t as simple as saying that “People who love watches also love cars” or the other way around, there is something more to it. Something deeper. Perhaps it is the immediate sense of belonging that a fine watch or fine car brings out in their owners? You fall in love with one marque and that’s it. Once you “join the team” you stay with the team for a long, long time. It isn’t about brand loyalty – people switch brands; billions of marketing dollars are spent to ensure we do. It is about the “thing”; the watch, the car, music, a whole list of things that enter our lives that we continue to obsess over until we are too old and too grey to obsess anymore. It could be Ferrari as easily as it could be Audemars Piguet as easily as it could be Manchester United.