Bugatti Brand Lifestyle Continues to Grow – –

“If it’s comparable, it’s no longer a Bugatti.” Credited to Ettore Bugatti himself, this slogan can be applied to the brand’s hyper sports cars as well as its so-called lifestyle products. This state of mind is more true today than ever and is strongly embodied in every new creation.

At the heart of the experience offered by Bugatti are three important pillars for the brand: innovation, customization and advanced technologies – pillars that can be linked to elegant design and functional style. These principles have enabled Bugatti to transition from a world leader in the development and delivery of hyper sports cars to an international brand that embodies excellence beyond the automotive sector.

In this perspective, Bugatti Brand Lifestyle takes great care to select the best partners to create products that best embody the spirit of both brands and convey the same vision and common values, while always pushing the boundaries of craftsmanship and technology. The Bugatti Brand Lifestyle product portfolio covers a wide range, including watches – both high-end smartwatches, watch jewelery such as champagne, and advanced technology and design products. This wide range of products allows everyone, even the brand’s non-hyper sports car customers, to experience the unparalleled heritage, style and luxury associated with Bugatti. The result of this expansion strategy has been unprecedented for Bugatti International, which achieved an annual growth rate of more than 20% this year.

In this context, in 2022, Bugatti International strengthened its existing partnerships and developed relationships with new brands.

Earlier this year, Bugatti unveiled a collaboration with the famous British luxury brand Asprey, which resulted in the creation of the La Voiture Noire statue: a one-of-a-kind example handcrafted in 24k pink gold and mounted on a base specially designed to accommodate it. In late June, the statue and accompanying artwork and NFT sold at auction for £378,000 (including buyer’s premium). This sale crowned the first collaboration between Bugatti and Asprey, which saw the purchase of 261 unique silver sculptures by collectors.

The world of watchmaking, whose work shares great similarities with the development of the W16 engine, has welcomed the latest creation from the collaboration between Bugatti and Jacob & Co: the Jean Bugatti watch. A strong homage to Ettore Bugatti’s eldest son, Gen, this timepiece calls for precision engineering, inspired by the avant-garde and artistic automotive creations of the talented young man – to whom he entrusted the reins of the company. the use of carbon fiber and an attractive aesthetic. Only 57 watches will be produced in white gold and 57 in pink gold.

Like Bugatti cars that offer a deft balance of tradition and technology, Bugatti Brand Lifestyle has chosen to explore the latest in timepieces with the one-of-a-kind Bugatti Carbone Limited Edition. carbon fiber – a material that reflects the design and technology of Bugatti hyper sports cars. Produced in collaboration with VIITA, the Bugatti Carbone Limited Edition is equipped with blue reflective cladding and consists of single-block carbon fiber elements. The battery incorporates state-of-the-art technology with a capacity of 540 mAh, which means up to 15 days of autonomy.

Exclusivity is the DNA of any Bugatti Brand Lifestyle partnership, just as it defines the range of Bugatti hyper sports cars. In 2022, Bugatti and The Little Car Company created a new limited carbon edition of the Bugatti Baby II for the lucky owners of the W16 Mistral, the last Bugatti to be powered by the legendary W16 engine. All 99 owners will be offered the opportunity to acquire a Bugatti Baby II and customize it to a W16 Mistral configuration, creating a truly unique connection between the cars.

Bugatti’s focus on extreme customization, advanced materials and perfection is also reflected in its partnership with Champagne Carbon. Last year, this collaboration reached new heights with the launch of La Bouteille Sur Mesure, a concept that allows customers to personalize their champagne cases, bottles and glasses. In terms of design, each copy of La Bouteille Sur Mesure requires at least 314 sheets of pre-impregnated carbon fiber to produce – the same precious material found in Bugatti hyper sports cars.

The relationship between Bugatti and Buben&Zorweg was also strengthened in 2022 with the Hyper Safe collection, a limited edition series of safes that combines the best of Bugatti design and one of the most advanced technologies in terms of security. . Meticulously developed over 18 months, the Hyper Safe collection pushes the boundaries of fine craftsmanship.

“Bugatti is a world leader in the design, development, construction and delivery of hyper sports cars at the highest levels of performance, engineering and style. But Bugatti is as elegant as it is innovative, synonymous with creations whose perfection goes beyond the automotive realm. Our success in 2022 is due to our very careful approach and bringing together the best partners for the best projects at the best time, and the creation of those partners and the creativity we achieve together embodies Bugatti’s core values. and communicate the overall vision. We strive to create new stories for our customers and invite everyone more widely to discover our beautiful luxury brand. »Bugatti International Managing Director Wiebke Ståhl said.

The luxury products and bespoke experiences offered by the Bugatti Brand Lifestyle will continue to shine in 2023. Many of the creations will come with current partners, and new collaborations are expected in yet-to-be-announced territories and markets. So far it has been investigated by the brand. In the first week of 2023, Bugatti and LEGO Technic unveiled the latest addition to the collaboration that has been ongoing since 2018: a scale reproduction of the Bugatti Bolide2. Building on the solid success seen in 2022, established or new collaborations will lead to other exciting creations throughout the year.

Photos: Bugatti

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