Several prestigious car manufacturers sell beautifully-crafted branded watches to their wealthier customers. This is perhaps not something that The General’s Chevrolet division would consider for most of its vehicles, but there is an obvious exception. Why, then, is there no such thing as a Corvette watch?
To illustrate the point, let’s take a look at three examples of this very thing happening already. In 2002, Bentley commissioned Breitling to design the clock for its upcoming Continental GT model, which went on sale the following year. Since then, Breitling has been creating Bentley-specific watches, the most dramatic being the Premier B01 Chronograph 42 Bentley Centenary Limited Edition, which retails for $28,000 USD.
Meanwhile, Ferrari has teamed up with the Movado Group to produce a range of watches. Perhaps surprisingly, these are considerably more affordable than the aforementioned Bentley watches, with prices ranging from under $200 to $2,495.
Porsche took a different approach. The German manufacturer’s Design Group created a subsidiary company called Porsche Design Timepieces, which has been producing Porsche watches since July 2014. They are generally more expensive than the Ferrari watches, but less so than the Bentley ones.
As we reported last month, a Corvette watch is available, inspired by the success of Corvette Racing and the C8.R in the 2020 IMSA GT Le Mans Championship. This seems analogous to the Bentley and Ferrari situations, but in fact it is simply a case of the watch manufacturer, Bernard Richards Manufacture (BRM) licensing the Corvette name and the use of the Jake skull logo from General Motors. From what we know, GM, Chevrolet or the Corvette team had no input on the watch.
However, a genuine Corvette watch, designed (at least partly) by team Corvette (even in conjunction with existing watch manufacturers), should be a no-brainer. It would be very difficult to lose money, since such a product would appeal to a wide range of potential customers.
The most obvious of these would be Corvette owners, who would love to own one. Besides actual Corvette owners, another group that would love to own a Corvette-branded watch designed by the Corvette team are Corvette fans (who don’t necessarily own a Vette). It’s highly likely that this group is exponentially bigger than actual Corvette owners, thereby expanding the potential reach of the proposed Corvette timepieces.
Corvette watches can take any number of directions, including a model to commemorate each Corvette generation. Chevy could go even further by offering a timepiece celebrating each sub-model, such as Stingray, Grand Sport, Z06, or ZR1, or special editions thereof.
And for those who desire the ultimate connection between their Corvette and their timepiece, Chevy could also offer existing owners the ability to order a watch in conjunction with their car, complete with an engraved VIN, either on the watch’s face, on the backplate, or elsewhere. All that is not to mention special-edition watches saluting momentous occasions, such as victories in motorsport.
Besides the obvious ability to further strengthen the connection between car and brand for existing Vette owners, a Corvette watch would also boost the Corvette brand among those who aren’t lucky enough to own the automobile. And that’s saying nothing about the financial revenue opportunities for Chevrolet and General Motors.