'Cars are indicators of our lifestyle now and their design content is an expression of our times'.
This is what the chief exec of Cultwork told CNBC Business about the trend toward upmarket car brands partnering with other firms to extend their prestige to different products. Here are just a few examples:
- Bentley has teamed with Breitling on a range of cobranded wristwatches that combine 'British chic' and 'Swiss tradition'.
- Mercedes has its name on a designer wristwatch made by TagHeuer, inspired by the Mercedes SLR sports car.
- Lamborghini has its brand on a laptop made by Asus, emphasising both style and speed.
- Jaguar fans can now have the famous V12 engine in their living rooms, in the form of a glass-topped coffee table.
