For a long time, luxury watchmakers stuck to their lane: tiny mechanical marvels on the wrist, precision above all else. But post-2020, the rulebook’s been thrown out. Brands are no longer content selling you time — they want to sell you a lifestyle, a personality, a world to live in.

Take Jacob & Co.’s new Loewe headphones. These aren’t just over-ears; they’re statement pieces dripping with diamonds, sapphires, and rose gold, priced north of ₹88 lakh. They come with AI tuning, active noise cancellation, and live translation baked in — because why stop at bling when you can flex with tech too?

That’s the point: the new game isn’t about making watches bigger, shinier, or more complicated. It’s about turning watchmaking DNA into motorcycles, hotels, fashion capsules, eyewear, and even entire immersive spaces. Here are 16 standout collaborations where the world’s top maisons stepped outside the dial and onto entirely new canvases:

1. Richard Mille × Brough Superior — RMB01 Motorcycle (2025)

Richard Mille’s skeletonised aesthetic jumps off the wrist and onto two wheels with the RMB01, a track-built superbike co-developed with Brough Superior. It’s fitted with a 997cc V-twin engine, cranking out 130 bhp, paired with a CNC-milled aluminium frame, forged carbon exoskeleton, and a mechanical cluster that mirrors Mille’s dial layouts. Limited to 150 units and priced at around €200,000 (~₹1.8 crore), it’s horology’s wildest detour yet .

2. Omega × Marcolin — Sunglasses Collection (2023)

Omega partnered with Italian eyewear giant Marcolin to launch a premium line of sunglasses and optical frames inspired by its iconic Speedmaster and Seamaster lines. Expect bezels reimagined as temple arms, precision-milled hinges, and subtle logo detailing. Prices start at €500 (~₹45,000), making this one of the cleanest lifestyle pivots in luxury watchmaking .

3. Breitling × Deus Ex Machina — Apparel & Lifestyle Capsule (2024)

Breitling’s collaboration with Aussie surf-moto outfit Deus Ex Machina brought out a full lifestyle collection — vintage-inspired jackets, graphic tees, caps, and functional outdoor pieces. Ranging between ₹8,000 and ₹35,000, the drop nails the balance between luxury codes and street-level credibility, giving Breitling a cool, authentic foothold beyond the wrist .

4. Audemars Piguet × Cactus Jack — Apparel Capsule (2023)

When Audemars Piguet linked up with Travis Scott’s Cactus Jack, it wasn’t just about the “Chocolate AP” Royal Oak. The launch came with a 23-piece streetwear and accessories capsule — hoodies, shorts, caps, and pyjamas — priced between ₹17,000 and ₹1.1 lakh. The result? A cross-generational hype moment where haute horlogerie met modern street culture .

5. IWC × Orlebar Brown — Resortwear Collection (2020)

IWC joined forces with British swimwear specialists Orlebar Brown to create a nine-piece resortwear capsule inspired by its Portugieser Yacht Club line. Think tailored swim shorts, polo shirts, and towelling blazers designed for deckside living. Prices started at £195 (~₹21,000), and the collection remains one of the few watch-branded apparel drops that still feels timeless .

6. Zenith × Fusalp — Ski Apparel Capsule (2022)

Zenith swapped movement assemblies for mountain-ready fabrics in its collab with French skiwear brand Fusalp. The limited-edition capsule featured insulated jackets, ski suits, and merino knits — pieces blending performance with après-ski chic. Priced between €400 (~₹35,500) and €1,850 (~₹1.6 lakh), it’s proof Zenith can sell style without pushing a dial .

7. Zenith × PORTER — “The Fun Journey” Shoulder Bag (2023)

Zenith partnered with cult Japanese luggage house PORTER to launch a limited-edition nylon shoulder bag as part of its Pilot capsule. Subtle star motifs meet PORTER’s famously bombproof construction, making it a quiet flex for everyday use. Priced at ¥48,400 (~₹27,000), it’s a drop aimed squarely at collectors who actually travel .

8. TAG Heuer × Malbon Golf — Apparel & Accessories (2024)

TAG Heuer stepped onto the fairway with golf-lifestyle disruptor Malbon Golf, releasing a capsule of polos, caps, bags, and accessories aimed at the game’s style-forward crowd. Prices average ₹6,500 to ₹20,000, and the release extends TAG’s reach from motorsport into golf’s new-school revival.

9. Omega — “OMEGA House” Paris Olympics Experience (2024)

For the Paris 2024 Olympics, Omega opened OMEGA House, a members-only hospitality venue near the Musée d’Orsay. Combining curated exhibitions, dining, and networking in a restored 18th-century mansion, the space functioned as a branded cultural hub — making the maison an architect of experience, not just time .

10. Rolex × The Oscars — The Greenroom (2023–2025)

Rolex quietly owns the Oscars — not (just) with watches on wrists, but by designing the Greenroom backstage lounge for nominees and presenters. The 2025 theme revolved around rewilding and conservation, turning an exclusive downtime space into a branded storytelling platform.

11. TAG Heuer × Porsche — Esports Supercup & Racing Simulator (2021–Present)

TAG Heuer’s partnership with Porsche stretches beyond cars into gaming. Together, they co-sponsor the Porsche TAG Heuer Esports Supercup, an elite virtual racing league (featuring none other than Max Verstappen himself), and have developed 911-inspired simulator rigs complete with cockpit seating and haptic feedback. High-spec setups cost upward of ₹5 lakh, giving TAG a front-row seat in the gaming-luxury crossover .

12. Breitling × Cutler and Gross — Eyewear Collection (2024)

Breitling brought its aviation DNA into eyewear via a collab with British artisans Cutler and Gross. The collection features bold silhouettes, premium acetate, and discreet logo integration. Prices start at €495 (~₹44,000), offering Breitling collectors another subtle entry point into the brand’s aesthetic universe.

13. Bulgari Hotels & Resorts — Lifestyle Hospitality Expansion (2021–2023)

Bulgari’s push into luxury hospitality continues with recent openings in Paris (2021), Rome (2023), and Tokyo (2023). Designed by Antonio Citterio Patricia Viel, each property mirrors Bulgari’s jewellery DNA: geometric lines, curated Michelin-star dining, and Italian opulence. Suites start from €1,200 (~₹1.05 lakh) per night, positioning Bulgari as a heavyweight in experiential luxury.

14. IWC × Hot Wheels — Racing Transport Set (2020)

IWC celebrated its racing ties with a collaboration alongside Hot Wheels, releasing a 1:64 scale transport set featuring a Mercedes-Benz 300SL Gullwing in IWC livery plus a matching trailer. Limited to just 50 sets worldwide, the collectible set originally retailed around ₹1 lakh and now fetches multiples on resale.