The circular BMW logo with its white and blue quarters and black surround is one of the most desirable badges in the world. According to a Forbes ranking of the most favored brands among men, BMW was ranked third, ahead of fierce rivals Mercedes-Benz and Audi. Considering the heritage and desirability of their cars, it’s no wonder that owning a Bimmer is a source of pride for many. And now, you can have the watch to match your ride. In collaboration with Fossil, this is the new BMW Watch Collection for 2019.
Specifications
Brand: BMW by Fossil
Model: BMW Collection for 2019
Dimensions: 34mm for women, 42-43mm for men
Water Resistance: 5 bar
Case Material: Stainless steel
Movement: Japanese quartz
Strap/Bracelet: Stainless steel bracelet, leather, and rubber strap
Price & Availability: $150 to $500
Analysis
Though watch-lovers are often car lovers, car-branded watches have been largely unsuccessful. Remember those Ferrari-branded Panerai watches from 10 or so years ago? Yeah, I thought so. Part of the problem, however, may be down to the price-point of such incredibly expensive pieces that come across as a little gimmicky. There’s no danger of that being an issue here, although it is possible Fossil has gone too far the other way, pricing these pieces as expensive fashion items in the same kind of bracket as Gucci, while not considering that BMW is not a fashion label (however cool it may be). Volume-wise, there is little doubt these watches will sell more pieces than their more ambitiously priced forerunners, but whether or not the range will be a success in the eyes of Fossil is very much up in the air.
Positively, these designs are, for the most part, quite attractive. They are not groundbreaking or drop-dead gorgeous, but at least the BMW branding is thoughtful and coherent. The BMW collection, which consists of simple three-handers and chronographs (all quartz), have simple and considerate designs. The consistent colorway binds the range together. The majority feature the BMW logo itself, while some (like the model below) drop it from the dial completely in favor of the M-Series logo.
The BMW M Motorsport watches are more expressive, with larger and more stylish cases. They also have sportier dial designs, particularly the three-handed watches that have a trapezoidal aperture around the date at 6 o’clock that is reminiscent of the instrument panels of some M-badged cars.
Conclusion
These watches are not going to be everyone’s cup of tea, but it is likely they will find an audience. They will primarily appeal to BMW owners, who, in all likelihood, will already own multiple watches. Appealing for real fans of the brand, this could be seen as a fun addition to their collection (kind of like the classic Porsche jacket). These are watches that don’t break the bank, pay homage to a legendary brand, and can be easily worn for multiple occasions. The watches in the BMW Watch Collection for 2019 will be priced between $150 and $500. Learn more at bmw.com.
