Since the early 20th century, watch brands have been participants in sports. Timepieces such as pocket watches were employed to record the lap times of car races. Take the Vitesse speedometer, which can measure 15km/h to 150km/h and was launched by Breitling in 1906. In modern times, watches have become more than time-recording instruments for races. As the demand for one-of-a-kind watches rose, the collaborations between luxury watchmakers and car brands became more widespread. Of course, the popularity of fast and furious high-end cars also helps. The BR02-8 Infiniti Carbon Case Purple 8 Pro Dial is the second collaboration between Japanese car brand Infiniti and Bell & Ross. The 44mm-diameter timepiece's steel case back is engraved with the Infiniti signature, which complements the Bell & Ross insignia. 'The seconds pointer and eighth digit, which sit on a matt black dial, sport a photo-luminescent finish in the same distinct purple colour employed by Infiniti across the globe,' says Bruno Belamich, the director of development, design and visual communication at Bell & Ross. 'The number '8' is a symbol of luck in Asia, while also resembling the mathematical sign for infinity and the automaker's badge when rotated on its side.' The watchmaker and Infiniti first joined forces last year on the BR03-92 Phantom Infiniti. 'The starting point is the demand we receive from the automobile brand to realise a model that combines both the characteristics of a Bell & Ross watch and those of the car manufacturer,' Belamich says. In 2001 Parmigiani Fleurier began collaborating with French car manufacturer Bugatti, which resulted in the Faubourg type 370 model that complements the Bugatti Veyron car. 'Since then, a few other watch brands have approached us but we want to remain faithful to our first partnership and continue to magnify it,' says Michel Parmigiani, president and master watchmaker, Parmigiani Fleurier. 'If we accept other partnerships with automobile brands, our message would be weakened and we would lose consistency.' The new Bugatti Super Sport is inspired by the Faubourg type 370 model. 'The concept of the first collaboration was to wear a whole motor block on one's wrist, hence displaying the full mechanical art,' Parmigiani says. The idea dawned on him when he saw the Veyron prototype at the Bugatti plant. He realised that one could see the whole motor on display at the back of the car, so he decided that the timepiece his company was to create must respect this principle. Evoking the Bugatti Veyron 16.4 Super Sport, the carbon-fibre hour wheel can be seen through the open-worked centre of the Bugatti Super Sport's dial. The hands, applique indexes and counter sports the same shade of orange used on the Veyron. This year also saw Breitling adding two new horological creations - the Bentley Barnato and the Bentley Barnato Racing chronographs - to the Breitling for Bentley line, which started in 2002. 'The original design of the collection incorporates the signature features of the famous British carmaker, including the knurled finish on the control buttons or the engine-turned motif on the dashboard instruments,' says Gilbert Ho, general manager of Breitling in Hong Kong, Macau and Taiwan. The two new 49mm timepieces tip their hats to Woolf Barnato, the first driver to win three consecutive Le Mans 24 Hours races, in 1928, 1929 and 1930. 'The transparent sapphire crystal casebacks in the Bentley Barnato and Bentley Barnato Racing Chronograph reveal a unique vision through the reverse side, in the shape of an oscillating weight evoking the wheel rims of the new Bentley Continental GT,' Ho says. The AMVOX5 World Chronograph marks the fifth anniversary of the AMVOX collection, the collaboration between Jaeger-LeCoultre and British carmaker Aston Martin. The fifth watch from the line, it is AMVOX's first world time chronograph. Its open-worked dial, embellished with a gridwork motif, is reminiscent of the radiator grilles on Aston Martin cars. The inner bezel ring features the cities symbolising the 24 time zones, one of them being Gaydon, the British town where the Aston Martin cars are manufactured. Jaeger-LeCoultre's partnership with Aston Martin started in the 1920s. 'Jaeger-LeCoultre was already famous for producing high-precision counters for automotive dashboards and was supplying the most prestigious car companies. 'These included virtually all racing cars, since 95 per cent of car races were won by cars equipped with counters from the manufacturer,' says Julien Renard, Jaeger-LeCoultre's managing director for north Asia. The TAG Heuer Carrera MP4-12C Chronograph is the latest collaboration between TAG Heuer and British car manufacturer McLaren, a partnership that dates back to 1993. When the watchmaker first started designing the TAG Heuer Carrera MP4-12C Chronograph, it focused on the materials - titanium, which is a light material for the case, carbon fibre for the external part of the dial and a sapphire central part of the dial to show the movement by analogy to the car engine. 'We also used the orange colour, which is the McLaren colour. Then the TAG Heuer team exchanged all the details of the car, and especially the dashboard, and TAG Heuer improved the design to be more aligned with the design of the car. This is one example of the many points we exchanged with McLaren's design team in order to really do a chronograph in line with the car,' says Jean-Christophe Babin, CEO of TAG Heuer.