NINE-time World Rally Champion Sebastien Loeb, who in January 2013 had signed up with Richard Mille, is expected to show up at SIHH 2014—to be held January 20 to 24—with a new, yet-unannounced Richard Mille timepiece strapped to his wrists.
The relationship between the haute horology brand and the multiple world champion wasn’t unexpected—Mille, the man behind the watch firm, is an ardent motor sport enthusiast and a collector of vintage rally cars. It helps too, no doubt, that both Loeb and Mille are French.
Richard Mille watches are often known by the brand’s strap line “Racing machines on the wrist.” Loeb takes his place in the Mille paddock alongside F1 drivers Felipe Massa and Jules Bianchi, and FIA boss Jean Todt.
Oh, and Loeb will be wearing a Richard Mille on his wrist when he lines up on the World Touring Car Championship—his next conquest—grid in Morocco on April 6.