Maserati secures a major luxury watch brand as a sponsor

A few months after taking the watchmaking world by surprise wearing a watch worth over €80,000, Maserati is taking another step forward in its move toward the luxury sector. The Trident brand has just announced a partnership with Bianchet, a Swiss fine watchmaker, which will now serve as an official partner of Maserati Corse for the entire 2026 season.

This new agreement goes far beyond a simple marketing partnership centered on a limited-edition watch. It marks the arrival of a true luxury brand in Maserati’s sporting world, with a visible presence on European racetracks.

A collaboration that is gaining momentum

Last April, Maserati and Bianchet had already made headlines at the Watches and Wonders fair in Geneva. The two brands unveiled the UltraFino Maserati Flying Tourbillon, a watch limited to just 100 pieces and priced at 75,500 Swiss francs before tax.

This exceptional timepiece was designed to celebrate the centennial of Maserati’s famous trident. Two months later, this initial collaboration has led to something much more concrete. Maserati and Bianchet have announced an agreement that now links the watchmaker with Maserati Corse, the automaker’s racing division.

Bianchet will be featured on all Maserati GT2s

The partnership covers the entire 2026 GT2 European Series championship. Specifically, the watch brand will benefit from visibility on all Maserati GT2 cars competing during the season. The agreement also provides for the promotion of Bianchet at Maserati Master Experience events, as well as support for the Italian manufacturer’s communication and marketing activities throughout the year.

The announcement comes at a particularly opportune moment for Maserati. Just a few days before the official announcement, the brand made a splash at the season opener of the GT2 European Series in Monza. On the legendary Italian circuit, the Maserati GT2s secured a one-two finish in the first race of the weekend, a hard-fought battle with Mercedes.

Two worlds that speak the same language

While Maserati and Bianchet operate in different sectors, both companies share a common philosophy. On one hand, there is a luxury automaker whose history is deeply intertwined with motorsports. On the other, a watchmaker specializing in high-end tourbillon watches, produced in small batches and emphasizing technical innovation.

Both brands share a commitment to precision, a passion for distinctive design, and a drive to turn technology into emotion. These values are a natural fit for motorsports.

Bianchet’s arrival as an official sponsor of Maserati Corse demonstrates that the partnership between the two companies goes beyond a one-off campaign centered on an anniversary watch. It reflects a shared commitment to building a lasting relationship.

For Maserati, this is also an interesting sign. While the brand is going through a challenging period commercially, it continues to attract partners operating in the most exclusive segments of the luxury market. It serves as a reminder that the trident remains a powerful symbol of image and prestige.