by Kyle Stults on May 06, 2010
Available ONLY to Ferrari Customers…
Will this be the watchmaking partnership that finally succeeds for Ferrari?
After prior co-branding partnerships with venerable watch brands Girard-Perregaux and Panerai which delivered lackluster results, I see strong rationale for Ferrari in partnering with Jean-François Ruchonnet’s Cabestan. In making the new Scuderia Ferrari One available exclusively to Ferrari owners, the oft-debated point as to whether “real” Ferrari owners would really wear a Ferrari-branded watch is now immutable. Another certainty is that unlike Panerai and Girard-Perregaux Ferrari watches, quantities of the Cabestan Scuderia Ferrari One will be extremely limited. This due to the extremely complicated nature of the watch itself and thus its price. Yes, the Scuderia Ferrari One is likely to cost as much, if not more than, an actual Ferrari.
Even so, history tells us that even the most well-conceived co-branding partnerships do not necessarily bear fruit — i.e. I still have my reservations as to whether or not these watches will actually sell. You can read the full press release which has more details about the watch HERE.
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