The Chopard Mille Miglia Is Indeed A True Car Lovers’ Watch

Chopard & Mille Miglia: 30 Years, 30,000 Miles & Some Two Dozen Watches Into It It took Chopard 30 years of uninterrupted dedication to, and official partnership with, the Mille Miglia to turn this shy collaboration of 1988 into an established watch collection that, as we'll see soon, can be the common horological tongue among car lovers Just about any other watch would not spark an interest in the otherwise shockingly watch-ignorant car guys - car people being hardcore watch people is a myth that watch brands want to believe but is, in practice, not at all true in the way that they see it.

What was getting on my nerves is that I liked a lot of what Chopard had been doing and I liked every form of car racing: and here was a watch collection that should have appealed to me, and yet it didn't, because I couldn't decipher its design elements or its legitimacy to pose as the Mille Miglia watch Having a Mille Miglia watch dressed in these little details associated exclusively with this experience, and nothing else, is like having a token of memory that one can see anytime one wants, counting down the days until the next Mille Miglia comes around next May The start was an adventurous one as we were instructed to follow Mr.

Scheufele, Chopard's co-president, driving his pale purple Mercedes Benz Gullwing - the sort of car you normally see in museums, not on the cobbled, often claustrophobic streets of Italian towns or perilous, twisting countryside roads That's beside the point and so, to understand the lasting success of Mille Miglia watches, we have to return to the title of this article: "Chopard Mille Miglia Is Indeed A True Car-Lovers' Watch." Why? Because the primary purpose of a modern luxury watch in the eyes of non-watch-savvy people, I feel it is no stretch to say, is to conserve some great memories that its wearer holds precious, to help communicate something important about its wearer, and to be a legible watch of high enough quality so that even the non-watch-wearer can identify it as a luxury item The Chopard Mille Miglia collection is defined by inoffensive, yet distinctive, watches that, first of all, allow their owners to discreetly say to fellow enthusiasts: "Yes, I can tell a flat six from a straight six from a mile away" As you wear such a watch, you are telling others that you are here for a reason and that you have, in some way, participated in and/or appreciated Mille Miglia and all that stands for.

Every Chopard Mille Miglia watch is dressed in those cute, minute details that mean so much to Mille Miglia participants. . Source