Richard Mille On Sponsoring The Chantilly Arts & Elegance Car Show

The Chantilly Arts & Elegance show dedicated to vintage and modern cars made its return for the first time since 2019 – the biannual event known for showcasing the most beautiful cars in the world was canceled in 2021 owing to the pandemic. A record 20,000 spectators turned out on September 25, 2022 for the sixth edition gathering 800 automobiles, first established in 2014 by Patrick Peter, founder of the Peter Group, which was set against the prestigious backdrop of the Château de Chantilly, an hour’s drive north of Paris. The main draw were the three motoring competitions: the Concours d’Élégance in which various manufacturers participated with a concept car alongside a fashion house in line with the century-old French tradition, the Concours d’État for classic car collectors and the Grand Prix des Clubs awarding the best car club. Timothée Malachard, Marketing Director of Richard Mille, tells me why the luxury watch brand has been title sponsor since the very first edition.

Were you glad to be back at Chantilly Arts & Elegance for the sixth edition this year, three years after its last staging due to COVID-19?

Of course, we were thrilled to return to what is one of our major events in such a stunning setting that is the Château de Chantilly, one of the most beautiful châteaux in France.

Describe Richard Mille’s classic car collection. What values does Richard Mille share with vintage cars?

First and foremost, his car collection reflects his passion for cars since his childhood and many cars he dreamed about. The golden age of racing is often referred to as the ’60s and ’70s period, as the engineers were back then true pioneers with little regulations as is the case in modern motor racing. Many of his cars are works of art from an engineering perspective and greatly influenced the brand up until today. His collection is very open and not at all linked to one brand in particular.

What is so special about Chantilly Arts & Elegance in particular that Richard Mille has been the official partner of this historic car show since its launch in 2014, developing out of his friendship with Patrick Peter and sponsorship of other car events he organizes?

This event is the brainchild of Richard Mille and Patrick Peter in their wish to relaunch the traditional concours d’élégance that France pioneered in the 1920s, as it was back then a leader in producing exceptional road cars. Chantilly is a celebration of over a century of automotive designs and it unites both vintage and the latest concept cars over a weekend and for all to see. Gathering such rare cars in public is the centerpiece of Chantilly, as today many of these cars are stored in private collections.

In your opinion, what were the highlights of this year’s show, and which category or car was the one to watch?

There is not one exceptional category here as the range of both vintage and modern cars is quite vast. Many exceptional classic cars were displayed and entered into the concours along with concept cars from prestigious car manufacturers.

What kind of experience did you hope to offer your guests at Chantilly Arts & Elegance, and is it a way to promote and grow your brand, making it more well-known and appreciated among potential and existing Richard Mille watch buyers? Why are high-profile classic car events essential to promoting the lifestyle embodied by Richard Mille’s 21st-century luxury timepieces?

After the COVID-19 period we all experienced, this event is firstly about spending time with all our customers who are very loyal and totally engaged in the brand’s universe. Chantilly Arts & Elegance is about sharing the values and spirit that the brand embodies and its passion! Classic car events such as this unite like-minded people who are passionate about cars, and for us it makes complete sense to create and activate such events, especially in the spectacular gardens of the Château de Chantilly.

Leave a Reply

Your email address will not be published. Required fields are marked *

Previous post Du/er Founder Gary Lenett On Clothing That Stretches From Bike Lane To Boardroom
Next post 8 Common Travel Scams To Be Aware Of