• Jul 24th 2008 at 9:28AM
  • 11

We're still a few months away from the official unveiling of the new California, but that didn't stop Ferrari from finding something to debut for the crowds at the British International Motor Show.

Drawing on its collaboration with Italian watchmaker Officine Panerai, Ferrari revealed its latest collection of automotive-inspired timepieces, ready to compete for the coveted wrists of the uber-wealthy with the likes of Breitling for Bentley, Aston Martin by Jaeger LeCoultre and Mercedes SLR by TAG Heuer. The new 2008 collection includes no less than 16 watches divided between the Scuderia and Granturismo series. The only thing more Ferrari-like than the design is the pricing, which ranges from £8,900 to a whopping £28,300. Heck, for that kind of scrap, you could buy yourself a nice vintage Ferrari road car, and still have enough change left over for a new wardrobe of Prancing Horse apparel to live out your Schumacher Raikkonen fantasies.

[Source: Panerai]


Ferrari Engineered by Officine Panerai Watch Collection Debuts at the British International Motor Show

Time and Sport: An all Italian fusion:

Ferrari Engineered by Officine Panerai is delighted to announce its debut at the British International Motor Show. The collection of high-end watches from the luxury Italian watch brand Officine Panerai will be on display to the public for the first time at this year's 'Ultimate Collection' at the ExCeL centre in Docklands.

Great passion, but also technology, design, style, class, tradition and sports qualities are all elements which unite Officine Panerai and Ferrari, two names which represent the highest level of "made in Italy" creativity throughout the world.

The range of watches is divided into two collections, Scuderia and Granturismo. The fusion between Panerai and Ferrari is illustrated by the parallels in the appearance of a chronograph with its buttons and the rear view of a Ferrari: the Prancing Horse which stands out at the centre, the buttons which resemble the tail lights of a Ferrari, the profile of the case, and the convex crystal like the rear window.

Engraved on the cases and bracelets of all the 19 models presented from 2006 until now, three of which are special editions and particularly precious and exclusive watches, is an inscription which expresses and illustrates the working practice of the watch engineers. It reads: Engineered by Officine Panerai. It has been a matter of meticulous, precise research, carried out by observing in a precise and painstaking manner all of the models created by Ferrari in its 60 years of history. This has been the font of inspiration in achieving the production of a range of watches in which the best materials as well as a manic attention to detail merge into perfection.

Four new models have been added to the collection in 2008:

Ferrari 10 Days GMT £8,900 (Scuderia Collection)
Ferrari 8 Days Chrono Monopulsante GMT Classic £10,400 (Granturismo collection)
Ferrari 1/8th Second £10,400 (Special Edition)
Ferrari Chronograph £28,300 (Special Edition)

The watches will be on display at the British International Motor Show from Tuesday 22nd July – Sunday 3rd August.

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    • 1 Second Ago
      • 7 Years Ago
      Nice. I've always like Panerai watches because of their simplicity. This one doesn't pop out at me though.
      • 7 Years Ago
      The type of person who buys this more than likely can't even afford a Ferrari, but they want you to think that they can.
      • 7 Years Ago
      I hear that the Ferrari watch runs fast.
      • 7 Years Ago
      Hmm this, or a Bently computer. What can I throw my money away on today?
      • 7 Years Ago
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      • 7 Years Ago
      If I owned one of these cars, I would be embarrassed to be wearing a watch/shoes/tattoo from the same company unless I was a paid racing driver.
        • 7 Years Ago
        could you imagine the traction with Ferrari TP? or the handling with the condoms?
        • 7 Years Ago
        The Ferrari should give the ass wiper good lateral g around the ass, while the Ferrari condom should provide better handling when the driver is slaloming in "tunnels" :) :) :)
        • 7 Years Ago
        I agree. Ferrari is probably one of the worst brand whore companies of all time. What's next? Scarlet Ferrari Tampons? Scarlet Ferrari toilet tissues? Scarlet Ferrari condoms?
      • 7 Years Ago
      i love Panerai's but this looks like something you could purchase at Macy's.
      • 7 Years Ago

      This idea of "cross branding" just leaves me cold.

      I don't mind if the given brand comes with a pedigree of a design team that works across all kinds of design tasks (eg. Porsche) and they end up making cell phones (the Porsche one is terrible) or coffee makers (again, the Porsche one is terrible) but when they simply stick their logo on something or add a "feature" that's meant to be somehow indispensable to the driver: garbage.

      Let's not confuse this with the like of Breitling building watches for drivers and pilots and sailers, etc. And Porsche can keep making crappy office accessories, it's easily ignored.

      But when Bugatti sticks a badge on a watch and wants big money for it, well, I think they're prostituting the brand to the fat-bellied old business men who are all too accustomed to paying for sex instead of having something real in their lives.

      ps. I do find a tourbillon a fascinating glimpse into the past, but I wouldn't pay for an exotic watch. And I do respect the pastime of timepiece enthusiasts, I just don't appreciate the marketing of "slap a Ferrari badge on it and charge the moon."