Watches and motorbikes. Two worlds, one thought. And a very nice match...
Text: Gerben Bijpost
To celebrate the launch of the brand new Sport Chief by American Indian Motorcycle, Swiss watch brand Lebois & Co is releasing a matching edition of the Heritage Chronograph. The watch is inspired by Indian Motorcycle's heritage and various features of this new bike. It will first be available in an edition of 50 pieces.
A special collaboration, which came about in the Netherlands.
Ron Betist, marketing manager Indian Motorcycle Benelux: "That happened, nota bene, through a conversation with publisher Leo van Klaveren from Gentlemen's Watch. I expressed a desire to develop a watch and he put me in touch with Tom van Wijlick, the man behind watch brands Lebois & Co and Airain. Tom and I needed no more than one conversation to conclude that we had an excellent basis for working together."
Collector item
The result is a fine collector's edition of the Heritage Chronograph, whose dial, hands, tachymeter, fonts and colours allude to the history of both brands. A very fitting combination of brands, moreover, because what Lebois & Co does so well - reviving classic watches - is actually not that different from what Indian Motorcycle has done with their Sport Chief: re-launching a historic classic equipped with modern technology.
Indeed, the original Chief has been considered one of the world's most iconic motorbikes since its birth in 1921. And to mark its 100th anniversary, Indian Motorcycle decided to design a modern version, which was presented in 2021. This new Sport Chief is now the fourth model in the family.
How internationally is this Dutch initiative being rolled out?
Betist: "We will start offering limited edition watches in the Benelux. We have received a green light for that from Indian Motorcycle's European headquarters in Switzerland. If it proves successful, we will start discussions with them to roll it out further internationally."
Unique engraving
Most ultimate, of course, is buying a matching set of motorbike plus watch. Indeed, when ordering a Sport Chief, the motorbike's VIN number is engraved on the back of the watch case to emphasise the unique bond between the two. This also contributes to the motorbike's allure in the long run because, as we know, 'matching numbers' are sacrosanct in the world of classic vehicles. So for the owner of a Sport Chief, this is a unique opportunity to go for 'ultimate matching numbers', keeping the motorbike forever linked to the special edition chronograph.
Can we expect more such initiatives in the future?
Betist: "That all depends on the success of this watch, but I see plenty of reasons to do something similar with the introduction of other models."
For those who love watches more than motorbikes, the special edition by Lebois & Co can also be ordered separately. But then without the engraved VIN number.
The watch (target price €2800) will be available from early 2024, but enthusiasts can pre-order as early as June 2023 via LeboisandCo.com.
The Indian Motorcycle Sport Chief costs from €25,790. More info via www.indianmotorcyclebenelux.com
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