Let's not mince words. Watch and carmakers have been jointly responsible for some very, very lazy collaborative timepieces.*I won't pick on too many examples … but to say that some of Ferrari's early efforts with Panerai and Girard-Perregaux lacked imagination would be a gross understatement. The Prancing Horse turned it around though – Maranello's latest limited edition timepieces made in conjunction with Hublot have been wonderful.*In fact, it could be argued that Ferrari and Hublot's collaborative efforts have set a new benchmark for what the automotive and horological industry needs to create moving forward. The key, it turns out, is good old elbow grease. The Hublot Ferrari Classic Fusion GT designed by the "Centro Stile Ferrari", which sounds so much sexier than the "Ferrari Design Centre", visibly draws inspiration from the GT and was designed and crafted in the Maranello workshops. It's not just PR hype. You can see the work. It's a huge leap forward for the Big Bang, and we*are on record as loving it since the day we laid eyes on it.* And now Zenith has entered the fray with Land Rover to create a new, limited edition timepiece that honours JLR's latest off-roader, the all-new Defender.…

The post The bar for car and watchmaker collabs is now very high, and Zenith's Defy El Primero 21 Land Rover smashes it appeared first on Time and Tide Watches.

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