Watch companies also use F-1 drivers to perform live tests on their watches. On the F-1 driver's wrist on the track, a watch is exposed to acceleration forces and vibrations that cannot be simulated under laboratory conditions. Interestingly, F-1 has become a treasure house for watch companies in the development of new materials. F-1 engineers, for instance, are experts in the use of Grade 5 titanium used in accelerator pedals, gearboxes and parts of the transmission. TAG Heuer uses the material since it is much lighter than steel but more scratch-resistant and shines like white gold or steel, like the Kirium F-1 model. Carbon fibre, a material used for the chassis of F-1 cars, has been transferred to watch dials. For such people, TAG created the SLR Chronograph, a special edition offered only to buyers of the Mercedes- McLaren SLR sports car.

For those who prefer something more edgy, there is the Monaco Steve McQueen edition from the Classic Series. Introduced in 1969 and inspired by the F1 Monaco Race Track, the square case design and beautiful blue face has caught the hearts of watchmakers and celebrities around the world. Steve McQueen wore it in the auto-racing movie Le Mans. The exquisite design of yesteryear is even more relevant and stylish today.

Beautiful cars are what we call expensive toys for grown-up boys. So are expensive watches. From an engineering point of view, cars and watches are based on common mechanics, perhaps revealing something of men's fascination with both machines. Man's automotive status can be transported to his arms and wrist, car and watch makers believe. According to David Bryden of the IWC, "Men have very few items with which to express their image, beliefs, interests or style. Whether they are about power, aesthetics, self-control, performance, tradition, innovation, speed, uniqueness or engineering, there is a car brand and watch brand to suit." Probably the most publicized recent car-watch affair has been that of Mercedes-AMG and IWC Schaffhausen, a relationship launched at a celebrity-filled event in Geneva in 2005 with the unveiling of the Mercedes CLS 55AMG IWC Ingenieur and the IWC Ingenieur AMG. The relationship between Mercedes- AMG and IWC Schaffhausen is clearly about exclusivity considering only 55 CLS AMGs are produced annually.

In September 2004, Maserati celebrated its 90th year. As one of its privileged partner, Audemars Piguet created a singular watch issued in a limited series in 2005 - the Dual Time Millenary Maserati - an innovative, eye-catching timepiece with a three-dimensional dial construction. Distinguished by a case evoking the architecture of the Colosseum in Rome, its oval shape, imbued with a blend of modernity and classicism, lends itself particularly well to this new interpretation that was inspired by the design and the sprit of Maserati. The platinum watch features a distinctive detail: blue of the hour-marker numerals, matching the blued steel of the hands. Besides, as one would expect from a celebratory model, the case back is stamped with the inscription, namely Audemars Piguet Millenary and Limited Edition, as well as the commemorative Maserati Anniversary 90 logo. It also incorporates the Maserati symbol, the applied gold trident, on the dial. Taking the association with Maserati further, Audemars Piguet launched in 2006 a second Millenary dedicated to the automobile beauty: Millenary MC12 Tourbillon and Chronograph, a watch combining a tourbillon, a chronograph and a twin-barrel The pride of British automobiles - the Bentley system ensuring a 10-day power reserve within an highly original "chassis".