I would say that Ferrari is definitely a luxury brand, and so I was puzzled when I received an email with the latest Scuderia Ferrari watches. No problem with brand extension as such, but I find it hard to understand why such a brand links its name to a whole series of watches that look, in my own humble opinion, plasticky and tacky. Most based on black/red contrasts with the Ferrari name in relief on the silicone strap. All quartz movements, and that’s OK, but at the end of the day, it’s a watch that’s going to die forgotten in a drawer somewhere.
Hasn’t Ferrari seen what is happening in the fascinating intersection between cars and watches? Bugatti and Parmigiani Fleurier, Jaeger-LeCoultre and Aston Martin, L.U.C. Chopard, Hublot and Morgan, IWC and Mercedes AMG Petronas? Even fashion brands like Burberry and Dolce & Gabbana are discovering the fascination of mechanical watches with some excellent results. The strange thing is that Ferrari know all about quality watches, they worked with Girard-Perregaux in the 1980s and ‘90s, and then with Panerai from 2005 to 2010, apparently with sales that never met expectations.
At the moment, Scuderia Ferrari watches have nothing exceptional except for the name and the prancing horse emblem. Doubly strange considering that the brand is moving forward in areas such as retail technology, with a new immersive boutique concept that will soon be applied in Maranello, and later in its Milan flagship. Watches that cost between €90 and €430 are going to be based on development investments that are very, very low, and it shows.
View the Scuderia Ferrari watches on their website http://store.ferrari.com/