Lorige: The Heart of Motorsport on Your Wrist, Now Racing into the U.S. Market
A new era of horology has dawned in the United States, as French-Swiss watchmaker Lorige, a brand that ingeniously fuses the adrenaline of motorsport with the precision of high-end watchmaking, officially launches its U.S. subsidiary. This move promises to bring a piece of the racetrack directly to the wrists of American enthusiasts, offering timepieces with an unparalleled pedigree: cases meticulously crafted from the actual brake pads of elite race cars.
This exciting expansion into the American market is more than just a business venture; it’s the culmination of a shared passion for mechanical excellence and the raw emotion of motorsport. For Lorige, it’s about offering a tangible connection to the heroic moments of racing history.
A Story Forged in the Crucible of Motorsport
The genesis of Lorige lies not in the tranquil valleys of traditional Swiss watchmaking, but in the high-octane environment of the Le Mans 24 Hours. It was here that the brand’s founders, Emeric Paraud and Clément Etienvre, two professionals deeply entrenched in the world of motorsport, conceived of a watch that would be more than just inspired by racing—it would be born from it. One founder, an expert in mechanical components, and the other a design graduate from the esteemed Sbarro School, combined their expertise to create a timepiece that embodies the very soul of endurance racing.
Their audacious idea was to harness the battle-hardened components of race cars and transform them into exquisite timepieces. After an intensive three-year period of research and development, they perfected a groundbreaking, patented process to machine watch cases from one of the most resilient materials in motorsport: carbon-carbon brake pads.
The Alchemy of Carbon-Carbon: From Racetrack to Timepiece
Carbon-carbon, a composite material initially developed for the aerospace industry, is a substance forged in extremes. Its remarkable ability to withstand punishing temperatures and immense physical stresses makes it the ideal material for the brake pads of high-performance racing machines like Le Mans Prototypes (LMP). These are the very components that slow a car from blistering speeds, lap after grueling lap. Lorige saw in these discarded, yet historically significant, components an opportunity to create something truly unique.
The process of transforming a race-used brake pad into a Lorige watch case is a testament to both technological innovation and artisanal craftsmanship. Each case requires over thirty hours to manufacture, a far cry from the mass production of conventional watches. The journey begins with the careful selection and acquisition of brake pads from esteemed motorsport teams, such as United Autosports and Peugeot Sport. Each pad comes with a certificate of authenticity, detailing its racing history and ensuring perfect traceability.
The multi-stage manufacturing process involves initial machining to achieve the rough form of the case, followed by treatment with a high-performance, bio-based binder. A final machining stage refines the ultimate shape before each case undergoes a meticulous inspection and hand-finishing to ensure a flawless surface. The result is a watch case that is not only incredibly light and durable but also possesses a unique texture and a story etched into its very fibers.
A Strategic Expansion into a Thriving U.S. Market
Lorige’s entry into the United States is a calculated move, timed to coincide with a surge in the popularity of motorsport across the nation. Clément Etienvre, CEO of Lorige, described the move as “a defining moment for Lorige,” recognizing the immense potential in a country with a burgeoning interest in both Formula 1 and the established powerhouse of NASCAR.
The growth of Formula 1 in the U.S. has been nothing short of explosive in recent years. What was once a niche European sport has captivated a substantial and growing American fanbase. The 2023 F1 season, for instance, saw record-breaking U.S. viewership, with an average of 1.11 million viewers per race. This surge can be attributed to several factors, including the hugely successful Netflix series “Drive to Survive,” which has brought the behind-the-scenes drama and personalities of the sport to a massive new audience. The addition of more U.S.-based races, such as the Miami and Las Vegas Grands Prix, has further solidified F1’s presence in the American consciousness. The U.S. now boasts the largest F1 YouTube viewership and social media following, with a fanbase that has reached 52 million.
While F1’s rise is a recent phenomenon, NASCAR has long been a cornerstone of American motorsport culture. Despite fluctuations in viewership over the years, it continues to command a significant and loyal audience, with major races like the Daytona 500 drawing millions of viewers. In a landscape often dominated by mainstream sports, NASCAR’s television ratings remain robust, often outperforming regular-season NBA and college basketball games.
It is into this fertile ground that Lorige now plants its flag, offering a unique product that speaks directly to the passion of these dedicated fans.
The Leadership Driving Lorige USA
To navigate this promising new territory, Lorige has enlisted the expertise of two seasoned veterans of the American luxury watch market. The newly established Lorige USA will be helmed by CEO Jeffrey Khalaf and Chief Financial Officer Michael Rosenberg. Both Khalaf and Rosenberg are the driving forces behind The Timepiece Collection, a prestigious watch retailer based in Englewood, New Jersey. Founded in 2001, The Timepiece Collection has built a reputation for its exquisite selection of high-end timepieces and its deep understanding of the discerning American watch collector. Their leadership will be instrumental in establishing Lorige’s retail presence and connecting with customers and motorsport aficionados across the country.
The Timepieces: A Legacy on the Wrist
Lorige’s collections are more than just watches; they are wearable trophies, each with a unique story to tell.
The BL-Endurance Collection
The inaugural collection, the BL-Endurance, is a direct nod to the world of endurance racing. The “BL” stands for “Brake Late,” a racing maxim that speaks to the fine balance of aggression and precision required for victory. The cases of the BL-Endurance models are machined from the brake pads of LMP cars, with specific editions paying homage to partnerships with teams like United Autosports and Peugeot Sport. The “Bleu 24h” model, for example, was created in collaboration with United Autosports, reflecting the team’s livery. The “Hyperblack” edition features carbon-carbon from the development phase of Peugeot’s 9X8 Hypercar, allowing owners to possess a piece of the car’s history before it even turned a wheel in competition.
These timepieces are powered by the exclusive LOR-PR01 caliber, a Swiss-made automatic movement with a peripheral rotor, developed in partnership with Timeless SA. This intricate movement, comprising 294 components, is visible through the sapphire crystal case back, offering a glimpse into the mechanical heart that powers this piece of racing history.
The AS-01: A Tribute to a Legend
Perhaps the most exclusive and historically significant timepiece in Lorige’s lineup is the AS-01 Central Flying Tourbillon. This extraordinary watch is a tribute to one of motorsport’s most revered figures: Ayrton Senna. The case of the AS-01 is machined from the actual carbon-carbon brake pads of the McLaren MP4/8 driven by the legendary Brazilian during the 1993 Formula 1 season.
That season was marked by an epic rivalry between Senna and French driver Alain Prost. To own an AS-01 is to possess a tangible artifact from this iconic chapter in F1 history. Due to the size of the 1993 brake pads, only one watch case can be machined from each, limiting the production of this masterpiece to a mere eight pieces worldwide. The watch’s yellow strap is a poignant reminder of Senna’s iconic helmet colors. At its heart lies the LOR-TC01 movement, a complex central flying tourbillon composed of 323 components, developed in collaboration with renowned watchmakers Dominique Renaud and the late Pierre Favre.
The Future of Lorige in the U.S.
The launch of Lorige USA marks a bold new chapter for the innovative watchmaker. By tapping into the burgeoning American passion for motorsport and offering a product that is both technically superb and emotionally resonant, Lorige is poised to make a significant impact on the U.S. luxury watch market. For the American enthusiast, the opportunity now exists to wear not just a watch, but a piece of history—a tangible connection to the heart-pounding world of motorsport.
