And while there are [understandably] questions about performance and remarks on how BMW can improve on future designs, the consensus is that the German auto brand has finally caught up with the rest of the luxury auto world in creating vehicles that look like true luxury pieces.

But maybe there is more to this concept auto than a desire to prove that the BMW brand is still luxury.

Since 2017, Rolls Royce has offered the tail series as a highly-exclusive, coach-built model to its most select, loyal and discerning customers. These ultra-limited, custom-built models may have not been the source of the highest revenue for the brand year-on-year, but they have succeeded in placing the British brand as an undisputable producer of the most desirable-yet-uneasily-attainable luxury autos in the world.

Mercedes Benz has now caught on. In Monaco, this month, the German-born auto firm unveiled the first model in its newly launched exclusive Mythos series. The marque, the Concept Mercedes-AMG PureSpeed is an F1-inspired (which means, among other things,  no windshield) SL-based open-top, two-seater that the brand has said is a “strictly limited series of 250 units will only be available to the most dedicated Mercedes-Benz enthusiasts and collectors.”

And now, BMW appears to be trailing this same path with the unveiling of its Concept Skytop, a unique auto that is almost like nothing it has ever done. Although it does not seem like it is interested in creating a limited-edition series for the lucky few — in its official press release, the brand stated that “perhaps unique vehicles will not always have to remain unique – at Lake Como and the Concorso d’Eleganzaa Villa d’Este, automotive dreaming has always been allowed” — per Car and Driver, only 50, or possibly 100, of the Skytop would be produced as the vehicle is intended to be a ‘handbuilt collector’s item.’

To be fair, custom-built cars have always being a thing. However, creating special models geared towards a few is a trend that is beginning to catch on in the world of luxury autos. It just may have something to do with the increasing hyper-personalisation and hyper-exclusivity of luxury, which may be due, in part, to an increasing demand of luxury goods from a new generation of rich millennials and Gen Zs unwilling to maintain the tradition of scarcity, exclusivity and long waitlists and times that have characterised luxury from the beginning of time.

By restricting certain creations to only loyal clients and friends of the brand, luxury auto companies can safely maintain scarcity and exclusivity without irking new customers who do not want to be told that their interest in a product does not automatically translate to a free pass to everything and anything they desire from the brand. Becasue, whether we choose to admit it or not, the moment luxury goods become accessible to the general public, it may no longer be considered luxury.

The age of hyper-exclusivity has dawned, and luxury auto brands are showing us exactly what it looks like.

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Rolls Royce

The British brand, according to an official press release, had its highest-ever annual sales in 2022. It sent out a total of 6,021 cars, the first time in its 118-year history it has exceeded 6000 deliveries in a 12-month period.

This increase is not limited to just one model, although the Cullinan topped the list of the ‘most in-demand Rolls Royce.’ Its Bespoke commission has also received increased patronage, mostly from the Middle East.

Bentley

Bentley’s growth started in 2021 when it delivered 14,659 cars, up from 11,206 cars the previous year. And it did not stop in 2022. With a total of 15,174 deliveries, not only did it smash its 2021 records, but it also created a new a new one: it would be the first time the luxury automaker would surpass 15,000 deliveries in a single year.

Like Rolls Royce, Bentley’s success can be attributed to the Bentayga, its luxury SUV. The highly celebrated model accounted for a whopping 42% of sales, while the bespoke Mulliner programme also contributed to the high numbers.

Lamborghini

A 10% increase in deliveries meant that Lamborghini successfully got 9,233 of its cars to their owners, up from 8,405 the previous year.

In what is now a clear denominator across all luxury auto brands, increased demand for the Urus Super SUV is the major reason for this number.

Porsche

The German luxury brand managed to deliver a total of 309,884 vehicles in 2022 to its customers worldwide, representing a 3% increase from the previous year.

Again, the brand’s SUVs are primarily to thank for this success story: the Porsche Cayenne went out to 95,604 customers, while 86,724 buyers took delivery of their Macans in the same year.

How were luxury auto brands able to record such high sales in 2022?

According to industry experts, recessions or periods of economic volatility cause the rich to store their wealth in alternative assets like autos, jewellery and high-end timepieces to safeguard it against fluctuations. Since these assets tend to hold and even surpass their value over the years, it comes as no surprise that luxury cars enjoyed unprecedented sales in 2022.

Another reason proposed is that an increase in disposable income from the 2020 wealth surge means that the affluent have more than enough money to get themselves whatever they desire, hence the increase in the purchase of luxury items, including cars, which is considered a ‘wise’ way to dispose of extra funds.

In the end, however, it appears that the answer is the principle behind every successful business: give people what they want while communicating your product’s unique and life-changing value, and they would pay you whatever you ask for. In other words, when people can connect real, tangible value to a product, they go all out to get it.

Nearly all the luxury car brands that experienced an uptick in sales/deliveries in 2022 have an SUV in their lineup. Clearly, luxury auto enthusiasts want utility vehicles that marry performance with high-end features, and these brands have successfully delivered.

2022 was clearly the year for luxury car brands and you might be wondering if their winning streak will continue into 2023. It is still too early to tell, but with the demand for luxury EVs rising, and with these auto brands rushing to deliver what is for some their first electric marques, the answer might very well be ‘yes.’

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If you’re crazy about autos or are thinking of getting the perfect gift for an auto enthusiast (that is not an automobile of course), here are 7 timepieces made in collaboration with auto brands to consider.

Jacob & Co x Bugatti

You can always trust Jacob & Co to make the most complex and extravagant timepieces, and, with this piece for Bugatti, it did not fail to deliver.

Actually, the partnership between both brands officially began in 2019 with the Epic X and Twin Turbo Furious Bugatti kicking off the action. The latest is the Bugatti Chiron Blue Sapphire Crystal Tourbillon timepiece that boasts a racing-inspired blue sapphire case and a 578-part manual wind movement whose engine replicates the Bugatti W16 engine.

Just like a vehicle, its movement is suspended in the case with shock absorbers, and on-demand 16 pistons power up and down on the crankshaft like the hyper car’s engine. If the Bugatti Chiron Blue Sapphire Crystal Tourbillon timepiece is your choice, it will set you back a cool $1.5 million.

Roger Dubuis x Lamborghini

In the last 5 years, Roger Dubuis has worked closely with Lamborghini to create timepieces whose designs and colours, high-tech materials and visionary aesthetics mime the brand’s best cars.

The newest creation is this Excalibur Spider Countach developed for the launch of the new Countach supercar. Made from Roger Dubuis’ “exclusive high-technology Mineral Composite Fibre (MCF) material”, the timepiece boasts a complex 295-part hand-finished and assembled movement that was developed entirely in-house with double flying tourbillons at a 90-degree angle.

The Excalibur Spider Countach is a boutique exclusive priced at $815,000. With only 8pieces scheduled to be produced, it may be hard to get your hands on this one.

Bovet 1822 x Pininfarina

Like the others, both brands have been in partnership for some years now. The latest fruit of this union is the Battista Tourbillon which honours the Pininfarina Battista Hyper GT electric auto.

The Battista Tourbillon timepiece features an all-new movement with a two-sided 60-second Flying Tourbillon and a patented spherical rewinding system. The tourbillon cage is reminiscent of the Battista Impulso wheels, and, emulating the Battista E-Heart charging logo, the piece features an E-Heart-shaped aperture to showcase the date on the front and the winding mechanism on the back.

Thankfully, this is not a limited-edition piece and you can get it for $330,000.

Porsche Design x Porsche

The most unsurprising collaboration, timepieces by Porsche Design are perhaps the only ones not inspired by a specific marque.

Take for example the Chronograph 1-911 Edition timepiece. It was made to celebrate 50 years of Porsche Design and honours the first chronograph made by the brand. The motorsport-inspired timepiece comes with chronograph functions, day and date indication, and a tachymeter chapter ring for measuring speed.

Perhaps the only direct relationship it has with a specific auto model is the fact that it is only available to owners of the 750 Porsche 911 Targa GTS Porsche Design 50th Anniversary Edition sports auto. Both are sold together and cost $195,850 (excluding delivery, processing, and handling fees).

Not exactly what you may be looking for, since it’s a 2-in-1 deal. But it is definitely worth considering

Richard Mille x Mclaren

Already five years into its partnership with McLaren Automotive, Richard Mille continues to push horological limits. The RM 40-01 Automatic Tourbillon McLaren Speedtail is a grand example of the futuristic styling and performance of both brands.

Honouring the fastest exotic car built to date by McLaren, the RM 40-01 boasts a new 69-part titanium and Carbon TPT® case that took 18 months to make. The all-new engine inside consists of a whopping 672 parts and was more than 8,000 hours in the R&D phases.

Priced at $1,023,000, only 106 pieces will be made to match the number of McLaren Speedtail autos that will be manufactured.

Girard-Perregaux x Aston Martin

One year and 3 timepieces after, Girard-Perregaux and Aston Martin want to paint your wrist green with the Girard-Perregaux Laureato Absolute Chronograph Aston Martin F1 Edition.

This model is limited to 306 pieces in reference to the total distance in kilometres of the 2022 British Grand Prix at Silverstone and its case is made from a blend of titanium powder and pieces of carbon fibre, materials gotten from two Formula One autos from the 2021 season. The straps also feature these materials alongside synthetic rubber and have been rendered in the same Aston Martin Racing Green.

What makes this ‘auto timepiece’ even more unique is that, for the first time, a Laureato Absolute Chronograph has on its rear a sapphire crystal that allows for viewing the hand-finished movement. It is priced at $27,800.

Ducati x Bulgari

Ok, so this may not be an auto brand, but since motorbikes are categorised as vehicles, well…

The newest collaborators on this list, Ducati and Bulgari’s first baby is the Bulgari Aluminum Ducati Special Edition Chronograph. The 40mm timepiece is fitted with Bulgari’s B130 automatic-winding mechanical movement that holds an impressive 42-hour power reserve. The deep-red dial is the signature colour of both brands, while the black-covered back case highlights the new partnership between Bulgari and Ducati with commemorative engravings of each brand’s logo.

Priced at $5000, the Bulgari Aluminum Ducati Special Edition Chronograph is limited to only 1000 pieces. So, if this appeals to you, you would have to make a move fast before it sells out.

Source: DuPont Registry

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In commemoration of the end of a truly memorable era, BMW will produce a limited-edition series aptly named The Final V12. The Final V12 is a collection of a dozen M760i xDrives featuring the last BMW-produced V12 engine that, supported by two mono-scroll turbochargers, infinitely variable valve control (Double VANOS and Valvetronic) as well as high-precision direct injection, will deliver up to 601 hp available between 5,500 and 6,500 rpm.

These limited-edition M760i xDrives will be decked with special elements to set them apart from their standard counterparts. Expect to see a bold ‘V12’ icon at the rear in place of the ‘M760i’ badge, Threshold plates, and an engine cover with the ‘The Final V12’ lettering. A centre console-mounted plaque, marked with the words ‘The Final V12’ and ‘1 OF 12’ further confer the seal of exclusivity on this marque.

Eventual buyers would be given the option to customise their order, so while the interior will don a BMW Individual Piano Black Finish trim, they can choose from several tones of opulent Full Merino leather and a palette of over 80 colours for their exterior to further set their autos apart.

BMW will offer each of The Final V12 units in a fully-equipped configuration, which includes its Driving Assistance Professional Package, Icon Adaptive LED Headlights with Laserlight, Panoramic Sky Lounge LED Roof, and Bowers & Wilkins Diamond Surround Sound Audio System as well as Luxury Rear Seating Package.

The sole bummer? The Final V12 is available to only US residents at a retail price of $200,000, which is exclusive of a $995 destination price. It is not clear why the German brand has made this decision, but, if you do not already own a V12, (and you want one badly) you can take consolation in the fact that this announcement is just for BMWs, not for other brands it owns, like say Rolls Royce. So, there may yet be a bit more time for you to lay your hands on a luxe auto with a V12 engine before they finally go extinct.

Source: HotCars

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As part of the official program, with one-to-one support from the Bugatti Sur Mesure Team, customers will be guided through the world of possibilities open to them. When configuring a Bugatti, the sheer number of exterior colours and leather finishes is nearly unlimited, but for those who wish to take a further step and create a truly unique piece of personalized automotive art, Bugatti Sur Mesure is at their disposal. From initial design concept through to vehicle production and final handover, customers will get the opportunity to create an auto that is truly unique, personal and intimate.

And to show you an example of just what to expect, Bugatti has unveiled the first customer project from its new program, which translates to ‘tailored.’ It is the Chiron Pur Sport, inspired by the 20th-century heroics of renowned racing driver, Louis Chiron. This truly one-of-one model was painted entirely by hand in two new paint colours, and also features a new fading ‘EB’ painted pattern – also applied meticulously by hand – which is complemented by a multi-layer stitched ‘EB’ motif on the door panels.

Hendrik Malinowski, Bugatti’s Managing Director for Sales and Marketing, comments: “For many years, we have worked with our clients to create their own personal vision of the ultimate hyper sports car. It has always been a highly tailored process, but as an ever-increasing number of our clients request detailed and intricate customization, the launch of Bugatti Sur Mesure will ensure we can cater to their desires with the perfect level of detail required from a Bugatti.”

“Our clients are often deeply intrigued by Bugatti’s motorsport lineage, and it’s fitting that the first Sur Mesure commission should pay homage to one of our great racing icons. We’re so taken with this creation that we intend to make many of this customer’s ideas available to more of our clients with the Chiron Pur Sport.”

Source: Bugatti

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