The connection between horology and automotive is well-known, and many enthusiasts who admire the technology and heritage of the haute horology, will show and experience the same passion when the subject changes to sports cars. Throughout the years, many respected brands in both branches have joined forces to further fuelling the passion. Of course, it is commercially interesting for Panerai to team up with Ferrari (after Girard Perregaux and Cartier), and for Aston Martin to cooperate in a line of beautiful Jaeger-LeCoultre watches. The list is longer (Parmigiani/Bugatti, Breitling/Bentley and so on.)
But with few marques the connection with the automotive area is so authentic as with Chopard. The family-owned brand has a long tradition of inspiring both watch and autosport afficionados, which goes beyond a joint marketing campaign.
The Chopard Mille Miglia line and their long-term connection to the Italian race is probably best-known. With Jacky Ickx as ambassador and Karl-Friedrich Scheufele, the companies co-director, as passionate and regular entrant in the race, one can feel that the brand is run by petrolheads.
Their new 2013 Superfast series, in automatic, power reserve and flyback chronograph, is further enhancing the automotive ties as well as the technological expertise of the brand. Within the Superfast collection, Chopard introduces the first series of movements from their Fleurier Ebauches factory, acquired in 2009. The chronograph Flyback has a caliber 03.05-M with 60 hours power reserve. In a case of serious measurements (45mm) and only in Red gold, this is a serious sporting watch. Superfast has various types of kautschuk bands, which show resemblance to Slicks, racing tyres.
The power reserve, caliver 01.02-M shows that the Superfast series is not only in name connected to the world of automotive (Superfast was a high-end model line Ferrari used from the mid-50’s to the mid 60’s). The power reserve display shows more than any other power reserves as the fuel display on board of your high-end sports car. I only expect that fuelling your Chopard Superfast is less expensive than fuelling your Ferrari Superfast..
Third in line is the entry level Superfast Automatic. Smaller in size (41 mm) but unmistakenbly part of the family, this watch has the FE-caliber 01.01-M, and starts the collection at €17.200. The power reserve starts at € 22.150 and the Flyback is € 25.620. Serious money, but expect a stainless steel version later for a more affordable price.
Please have a look at the companies’ Facebook page, created for the Superfast line. It aims directly at your petrolhead heart 
Click here to check out their website
Find out which watch you are on Chopard´s special Facebook app.
Written by Nick A. Meijer Â
