WatchWorks x BMW Dusseldorp: Vintage Watches Meet Automotive Heritage

March 14, 2019

Vintage Watches Meet Automotive Heritage

In early 2019, WatchWorks was approached by BMW Dusseldorp to take part in the festive unveiling of two important launches: the then all-new BMW 3 Series and the BMW Z4 Roadster. Rather than presenting the cars alone, BMW wanted to create a broader experience for their clients, one that combined automotive innovation with craftsmanship, design, and heritage.

For WatchWorks, the connection felt natural. Our shared appreciation for design, engineering, and timeless aesthetics made this collaboration an easy decision.

A showroom experience beyond cars

The idea was simple but powerful: introduce vintage watches into the BMW showroom, positioned among some of the most iconic models the brand has ever produced. Alongside the new releases, visitors were able to admire a beautifully preserved BMW 3 Series E21 from 1975, presented in mint condition.

Surrounded by modern engineering and classic automotive history, our curated selection of vintage watches added an unexpected layer to the showroom. It invited visitors to slow down, look closer, and appreciate mechanical beauty in a different form.

Two days of passion, design and craftsmanship

On March 14th and 15th, we welcomed a steady flow of enthusiastic visitors. Collectors, BMW clients, and curious newcomers alike took the time to explore the cars, discover vintage watches, and enjoy carefully selected food and drinks throughout the event.

What stood out most was the overlap between worlds. Car enthusiasts showed genuine interest in watchmaking, while watch collectors found themselves drawn to BMW’s heritage models. Conversations flowed easily, connections were made, and new clients found their way to WatchWorks.

A collaboration to remember

The collaboration with BMW Dusseldorp remains a highlight in our journey. It showed how well watches and cars complement one another when presented thoughtfully, rooted in shared values of design, engineering, and history.

Above, you’ll find our video recap of the opening night, capturing the atmosphere of the event - We hope you enjoy revisiting it as much as we enjoyed being part of it.