Jacob & Co. Redefines Brand Collaboration with New Bugatti Tourbillon
Today, Jacob & Co. unveiled its latest collaboration with Bugatti, the Jacob & Co. Bugatti Tourbillon, and set a new high bar for meaningful watch and car collaborations.
The collaboration between Jacob & Co., a highly creative watchmaker, and Bugatti, a carmaker that continues to push the limits of design and engineering, is an intriguing one.
However, the source of this appeal is not simply the relative lofty status and exaggerated reputations enjoyed by these two companies in their respective industries. Rather, the appeal stems from the common source of all great watch and car mashups: the relationship between Jacob & Co. and Bugatti.
However, unlike other watchmaking and automotive collaborations, the partnership between Jacob & Co. and Bugatti has brought growth to both companies as they explore the intersection of avant-garde watch design and exotic supercar technology, as well as the relationship between haute horlogerie and the more vintage and storytelling aspects of high-performance automotive tradition.
And to think, all of this has happened in just over four years.
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replica Jacob & Co. Bugatti Chiron
Past Collaborations
In 2020, we saw an ode to a near-mythical “lost” Bugatti car from the 1930s, whose design the automaker revisited in 2019 to create an all-black, one-of-a-kind Chiron-meets-Divo masterpiece priced at €11 million.
Jacob & Co’s response? The jewel-encrusted, all-black Twin Turbo Furious “La Monte Noir” Bugatti Edition.
The following year, Jacob & Co. brought us the Bugatti Chiron Tourbillon, a brilliant chronograph work of art based on the turbocharged, 1,500-plus horsepower W16 engine of the $3 million hypercar.
Then, in 2022, Jacob & Co.’s perfect Jean Bugatti timepiece turns to a more restrained, romantic, haute horlogerie approach, paying fitting tribute to the Bugatti Type 57, deftly absorbing the legendary pre-war car’s unique design DNA in watch form.
Design inspiration? An attempt at design integration
Today, the ongoing mutual influence between the partners reaches new heights: the latest Bugatti hypercar unveiled last Friday and the new Jacob & Co. watch unveiled today share the same name: Tourbillon.
But that’s just the beginning of the story.
"Jacob & Co. is ushering in a new era in automotive watchmaking," said Benjamin Arabov, CEO of Jacob & Co., in a press release. "We are building on the phenomenal success of the Bugatti Chiron Tourbillon and in keeping with the same philosophy as Bugatti Automobiles. This highly complex, high-performance watch sets the highest standards for innovation, design fusion and exciting watchmaking."
Supercar News
The debut Bugatti Tourbillon takes the sophisticated engine design metaphor of the 2021 Bugatti Chiron Tourbillon and enhances it.
First, the watch's "engine block" is crafted from a single block of transparent sapphire, replicating the structure of the 1,800-horsepower V16 engine in the new $4.3 million Bugatti Tourbillon, and its beating heart has entered the realm of engine automatics, rather than just a movement gadget that mimics an engine.
Started and wound by push-buttons via the large bidirectional crown (which also powers the movement) located at the bottom of the case, this kinetic work of art is powered by the manually wound Calibre JCAM55, which shares the same architecture as a car engine in true miniature form: tiny titanium pistons; a long, delicate crankshaft; a decorative “exhaust manifold”; the whole megillah. The on-demand drama lasts 20 seconds.
Above the “engine”, there is a decidedly more dashboard-like design (probably because it’s a replica of a supercar dashboard), with a 30-second flying tourbillon on the left (the fastest tourbillon ever made by Jacob & Co.) and a double power reserve on the right sharing the same axis (a first for the brand) that tracks the power level of the movement and automaton (the movement has a 48-hour power reserve, and you can start the engine animation 20 times in a row with the spring fully wound).
Of course, the large central hour and minute counter is located in the center of the dial, but it’s no ordinary two-hand dial. Both the hours and seconds are on a 270-degree retrograde arc, and both hands “jump” back to zero after each completed interval. Hmm, tachymeter drama anyone?
Curb Appeal
The 52 x 44mm black DLC titanium case also reaches a new level of automotive exterior connection.
Unique details such as the front grille, side radiator inlets and large sapphire “windows” (which offer a glimpse of movement details from the side) are recessed and connected by an etched automotive grid pattern. It’s all pure Bugatti, right down to the “body” of the case.
On the wrist, the Bugatti Tourbillon is clearly the perfect start to this collaboration. First, it takes the visual dynamic engine approach of the Bugatti Chiron Tourbillon, then puts it through the storytelling filter of Jean Bugatti’s watches, ultimately creating a more authentic ode to timekeeping for the automaker.
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Even the black, blue and red color scheme is more supercar-like. You can even fit the case of a Bugatti Tourbillon watch onto the dashboard of a Bugatti Tourbillon automobile; it would probably feel very natural there.
Watch Supercar Information
On the Bugatti Tourbillon (automobile), the shared vision and integrated project brought an extremely balanced dial design, an extremely clear exhibition caseback, and other watchmaking elements to the four-wheeled world.
"We drew huge inspiration from watchmaking, both in terms of materials and complexity," said Bugatti CEO Matt Rimac in the same press release. "For the interior, we chose a very transparent design that allows the technical details to be seen and emphasizes the craftsmanship and uniqueness of the vehicle."
"It's like a very high-quality watch, where you can see the movement. In the art of watchmaking, the tourbillon represents the most complex form, and this is exactly what we wanted to show with the Bugatti Tourbillon."
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