Founded by Alfred and Norbert Riedl twenty-five years ago, Jacques Lemans offers a vast range of watches at a very reasonable and affordable price. Until very recently, the selection broke down into three collections: Classic, La Passion, Sports. But since this year, January 20th at 13.00 to be precise, watches with the F1 logo have been added.
As Alfred Riedl, President of the brand explains, “It was an almost unreal situation when the helicopter of the big boss from the world’s most famous sport landed in the Jacques Lemans-arena in St.Veit, Austria, for the signing of the licence agreement.”
“This is a unique and extraordinary deal and a great honour. Certainly it is bonded to precise agreements, which rule the use of the logo, the design of the watches and advertisements, even the choice of dealers, presentation in the shops, marketing strategies and many more, which we have to keep.”




Alfred Riedl and Bernie Ecclestone signing the F1 contract.


Year 1: half a million pieces
What is extraordinary about this deal is the quantity of watches to be sold in the first year. Jacques Lemans is liable under the contract to sell a specific number of watches during the first 12 months. In response to the question concerning the reality of achieving the goal, Alfred Riedl says, “Thanks to our extremely fast development and the perfect cooperation with the production we were able to establish the F1 Collection within the shortest time and already start the marketing activities in January. In February we had the first samples – right in time before the first F1 Race in Bahrain. So, due to our very good working infrastructure and the highly interesting price range we were able to sell 230,000 watches within the first three months. So I would say, that we have already made a very big first step to reach this goal.”
Materials actually used in Formula 1 racing are also used in the creations of the Jacques Lemans watches – carbon, rubber, titanium and ceramics to name but a few. The watches are multi-functional chronographs priced very competitively between 190 and 390 euros.
Although Jacques Lemans watches are sold in more than sixty countries, the addition of the F1 Collection means the brand has now also opened negotiations with representatives from Japan, Turkey, Argentina and Italy.
As Bernie Ecclestone, CEO Formula 1 Admini-stration stated, “Jacques Lemans is an amazing brand, the cooperation is brilliant. These watches of our F1 Collection have an adapted design to Formula 1 and look very sportive. This contract is a good cause for both companies.”





Source: Europa Star June-July 2006 Magazine Issue