WHEN SPEED MEETS STYLE
Watchmaker Richard Mille revs up the engine for the women-only Rallye des Princesses automobile rally in France, sponsoring the race for the third year running
As part of its efforts to boost brand visibility among female consumers, Richard Mille sponsored the Rallye des Princesses for the third year in a row in May.
The event is Europe’s leading women-only automobile rally. The latest 18th edition saw 90 crews from 12 countries covering about 1,600km of France’s most scenic stretches, from Paris to St Tropez, over five days.
The competitive element of the vintage car rally hinges on maintaining an average speed of 40kmh or 50kmh, depending on the age of the car.
By partnering the event, French-born watchmaker Richard Mille, who founded his namesake Swiss brand in 1999, has combined his twin passions of cars and watches.
His watches might be known better for their masculine aesthetics. But he has also rolled out a range of highly technical and bejewelled beauties for women since 2005. Women’s lines now make up about 25 per cent of the brand’s sales.
“Women demand choice and I do my best to provide them this in every way imaginable. To my eyes, we now have the best women’s collection on earth… and we cannot easily match the demand,” he said.
Looks like style and spunk are what his watches have in common with the women who are fans of Rallye des Princesses.
理查德米勒深受此项糅合典雅古董车、精湛技术、体育精神和公平竞争的赛事打动，三年前开始成为冠名赞助商。品牌的首枚女装腕表于十多年前面世，其后登场的包括RM 007、RM 037、RM 07-01、杨紫琼陀飞轮腕表及RM 19-02 Tourbillon Fleur腕表，成就出多姿多彩的女装腕表系列。理查德米勒说：“现代女性要求有所选择，我尽所能满足她们，我们现在有地球上最好的女性腕表系列，以至供不应求。”
Vintage cars lining up at Place Vendome in Paris.
Car driving along Barrage de Rochebut. Looking at the map for the day. Participants of the Rallye des Princesses.
Cars parked along Vichy.
RM 67-01 Extra Flat Automatic timepiece.
One of the vintage cars in the rally.
Finishers of the race are awarded trophies.
Back on the road after a regularity test.
Flag off at Place Vendome.