The Swiss watchmaker and the British carmaker excel in luxury products in their respective fields. The new Chronomaster El Primero Range Rover Velar Special Edition is a fine middle ground.

Since the 2017 Geneva International Motor Show is in town we have one more car-watch partnership to announce. This time it comes by way of Zenith and Land Rover, which presented the new Chronomaster El Primero Range Rover Velar Special Edition.

Now, watchmakers often pair up with carmakers to release limited edition watches. But usually the carmakers are from the high performance end of the automotive industry. Land Rover is known for performance, but of the off-road type. More than that, it’s actually know for its luxury status, which might make this partnership a more obvious fit than first thought.

The result of their collaboration is an elegant 42mm timepiece that is meant to embrace the heritage and strong credentials of the two legends. That has been expressed through a chic looking, brushed grey dial complemented nicely with copper-toned details and a black-toned perforated calfskin strap – the same high quality hide used in Range Rovers.

Jean-Claude Biver, the CEO of Zenith and also the President of the LVMH Watch Division, was very straightforward in elaborating the value of the Zenith brand with this partnership.

“ Zenith is the ultimate reference for chronometry, having won 2,333 chronometer prizes. Zenith stands for Art, Tradition, Culture… It is essential that we preserve these qualities, as they all belong to the more than 150-year DNA of Zenith. We are here not just to run a company, but also to serve its brand history and DNA – just as Range Rover is doing.”

What about Land Rover, then? Well, by tying its fate to one of the premier Swiss luxury watch brands, the carmaker is hoping to bring in a bit of glamour and elegance. The goal, as always, is to get the emotions flowing in its customers, according to Gerry McGovern, Land Rover’s Chief Design Officer:

“The Range Rover Velar brings a new dimension of modernity, elegance and a touch of glamour to the range rover family. The Chronomaster El Primero Range Rover Velar Special Edition, created with these very same principles, comes with a bloodline like no other and is refined for every occasion. It will stir the emotions.”

The partnership also has history and good timing going for it. In fact, in the same year that Zenith unveiled its famed El Primero chronograph (1969), the British car manufacturer introduced the prototype of the first luxury off-road vehicle: the now iconic Range Rover. The pioneering spirit of both brands is evident from their two original creations that eventually achieved legendary status.

Both brands, then, perceive themselves to be confronted with the same challenge. That challenge is to protect their respective traditions, which in this case is also good for business and good for their future.