Opening of the first retailer in the US, The Timepiece Collection.
A GATHERING OF MOTORSPORT AND FINE WATCHMAKING ENTHUSIASTS
The first part of the event took place in the legendary setting of the 2026 24 Hours of Daytona: what better way to launch the ‘More Than Inspired’ brand than during one of the world’s most famous endurance races? On Friday 23rd, an initial meet-up with guests of The Timepiece Collection was held at a unique rooftop restaurant offering breathtaking view of Daytona Beach. This dinner offered an opportunity to get to know the guests and start building team spirit for the days ahead. All of the guests, who were already Lorige enthusiasts and customers, enjoyed a special moment with the team, discussing the Lorige watches they wore on their wrists or those they were about to receive.
A DEEP DIVING INTO LORIGE UNIVERSE
The following day has enabled the Lorige team to take its first U.S.’s retailers clients to live the 2026 Daytona 24 Hours from the inside. Into the special location of a VIP lounge with a view overlooking the 2.5-mile circuit, the group spent some time discovering the brand. The complete immersion into the race spirit of the event starts with the meeting with Valentin Hasseclot, Aston Martin Racing Factory Driver and discovering his LMGT3. Then, guests headed to The Heart of Racing Team box to meet up with the brand’s ambassador Marco Sørensen, driver of the Valkyrie Hypercar N.23. Away from the crowds, invitees had the opportunity to discuss at length with Marco who took the time to explain his genuine links with Lorige and to present his new watch: the BL-Evolution “Hyperblack” made out with the development brakes of his car during Qatar tests. After those unique encounters, the group had front row access to the grid walk, where they could have admired all the cars, mechanics, teams and pilots, ready to give the best of themselves for a whole day, without any rest.
AN ESSENTIAL EXPERIENCE
This experience helped The Timepiece Collection’s customers understand even much better where does Lorige come from and how braking is a key aspect of professional driving. They visualized how the Carbon/Carbon brakes reused by the brand are subjected to extreme forces: after having brakes for 24 hours, the material is completely burnt, making it friable and porous. To conserve the history of the parts, Lorige developed during 3 years of research and development a patent to inject resin into the core of the part to be able to transform it into a real high-end horology component. This was a challenge that Lorige, born out of the relentless world of motor racing, was ready to take on. All guests left the racetrack with a unique souvenir: an authentic frame displaying a dedicated Lorige pilot’s gloves, their minds full of memories and a deeper appreciation for the value of what they wore on their wrists.
