Maserati used to sell its watches for 200 euros... it has just launched a limited edition of 100, more expensive than a Rolex.

Until recently, watches bearing the Maserati were easily found for between 200 and 400 euros. Derivative products, elegant but accessible, far from the closed world of haute horlogerie.

But in April 2026, the trident brand is radically changing dimension. In collaboration with the Swiss firm Bianchet, it is unveiling a watch limited to 100 pieces... priced at 75,500 Swiss francs (around €80,000), far more than a Rolex.

From simple by-product to haute horlogerie object

This new model, christened UltraFino Maserati, has nothing to do with the lifestyle watches the brand has been offering until now. Here, we enter the very exclusive world of the tourbillon, one of the noblest complications in watchmaking.

Presented at Watches and Wonders 2026 in Geneva, this timepiece celebrates 100 years of the famous Maserati trident. A symbol born in Bologna and now one of the most iconic emblems of the Italian automobile. But above all, this timepiece marks a clear move upmarket: Maserati is no longer simply selling a style, it is now seeking to become part of a mechanical art form.

A watch directly inspired by a supercar

This Maserati UltraFino doesn't come from nowhere. It is directly inspired by the brand's latest supercar, the Maserati MCPURA. Under the hood, the MCPURA develops 630 hp thanks to its Nettuno V6, capable of sprinting from 0 to 100 km/h in less than 2.9 seconds.

The watch takes up these codes. Its openworked dial recalls the supercar's rims, its design evokes carbon-fiber structures, and even the “Aqua Rainbow” finish, which appeared on the car, is found on the dial. This is clearly an object conceived as an extension of the Maserati universe, not as a mere accessory.

Behind its aesthetics, the UltraFino hides an impressive level of sophistication. Its UT01 movement, entirely developed by Bianchet, is an extremely slender automatic flying tourbillon. At just 3.85 mm thick for the movement and 9.9 mm for the watch as a whole, this timepiece is one of the thinnest in its category.

But the most impressive aspect is that it can withstand shocks of up to 5,000 G, a level rarely achieved in traditional watchmaking. A performance directly inspired by the stresses experienced by a supercar on the racetrack. All this in a high-density carbon case, finished by hand down to the smallest detail.

CHF 75,500: Maserati changes world

Priced at CHF 75,500 before tax (approx. €80,000), this UltraFino Maserati clearly enters the territory of the great watchmaking houses. At this price level, it outstrips many Rolex references and is closer to ultra-specialized haute horlogerie brands such as Chopard, Audemars Piguet...

Production is limited to just 100 pieces, each numbered in a nod to the 100 years of the trident. This is a collector's item, aimed at a very specific clientele: watch enthusiasts, collectors... and the wealthiest Maserati customers.

With this watch, Maserati isn't just trying to sell a product. It sends a clear message. The brand wants to establish itself as a benchmark of global luxury, capable of competing not only with carmakers, but also with watchmaking, fashion and art houses. It's the message of a brand that no longer wants to be seen simply as a carmaker... but as a signature of Italian luxury, capable of expressing itself far beyond the road.