Swiss luxury watchmaker IWC and German luxury carmaker Mercedes have formed a long-term partnership, effective Oct. 1. The first product will be “a joint watch project” in the near future, said IWC in a statement. Other joint projects and appearances are being planned.

The pact was signed by Mario Spitzner, director of branding, marketing and sales for Mercedes-AMG GmbH, and Georges Kern, chief executive officer of IWC Schaffhausen. The announcement was made Oct. 11. IWC and Mercedes officials have been “sounding out one another in secret for a while” about forming a partnership, says an IWC spokesperson.

“As an engineering brand, IWC Schaffhausen has a natural affinity with the puristic performance culture that AMG pursues so successfully,” said Kern. “We also share a sense of understatement and discreet exclusivity. IWC is not interested in outward show, but focuses on the essential nature of what is on the wrist.”

Spitzner noted that, “The customers of AMG—like those of IWC—are distinctly technology-oriented and have a great love of detail. Like Mercedes-AMG, IWC also demonstrates extraordinary skills in relation to ‘high mechanics’ and achieves a very high standard of quality through pure craftsmanship. The willingness to deliver extreme performance is fascinating. That is why we, too, are looking forward to our cooperation.”

Both companies are located near each other, Mercedes in southern Germany and IWC on the Rhine border, in Schaffhausen in Switzerland.

JCK