Richard Mille - Queens Sponsor and More
WORLDTEMPUS - 14 June 2010
"It's not Tiffany's, it's NASA," Mille leaned over and told me at lunch in the President's Room at the Queens Club in London, where he had gathered a few business partners and journalists to watch the semifinals of the Aegon Queens Club tournament in London. The idea was to cheer on his sponsored player, world number one Rafael Nadal, in the semifinals—but Nadal had lost the previous day in the quarters to fellow young Spaniard Feliciano Lopez. The clever saying Mille repeated to me was actually nicked from Miguel Seabra, Portuguese watch journalist and tennis commentator for Eurosport. Seabra had coined the phrase during the French Open the previous week to aid in explaining the significance of the obvious black watch Nadal wears on court to his tennis colleagues from the press. Nadal and the watch have been experiencing heavy critique for the RM 027 RN's price tag of $525,000—a price that can certainly seem exorbitant to the casual spectator.
Indeed, this is an unusually high fee for a watch with no bling even in the watch industry, but Mille explained that the price was actually justified as it is outfitted with a tourbillon and—particularly—it has needed thousands of hours of development as well as a trial-and-error period on court with Nadal for almost three-quarters of a year to discover its weak points, correct them, and make the watch light enough for wear on court (it weights 13 grams without strap and 18 with the rubber attachment). To achieve this lightness and continue to ensure the accurate functioning of model RM 027 RN a number of new materials new to the watchmaking industry such as LITAL, an alloy of aluminum, lithium, copper, magnesium and zirconium, were used. This alloy is also utilized in the aerospace industry—on the Airbus A380; in helicopters, rockets and satellites—and in Formula 1 racecars. Using materials outside the established watch industry like this is a Richard Mille specialty. The company's previous partnership with Formula 1 driver Felipe Massa helped research its extreme style of watchmaking in much the same way.
"This is an extreme object," Mille describes Nadal's watch. "Divide all the R&D plus all the test watches needed by the fifty pieces that are available in the limited edition, and that is about the price that comes out," he explained to me during the Queens tournament. "Whatever I have to invest , is what I invest."
Nadal, who Mille describes as "not an ambassador, but a true partner," will next play at the tennis world's Olympus: Wimbledon. At the grass-court tournament, where the players are obliged to play in all-white clothing, the RM 027 RN (48 x 39.7 x 11.85 mm in size) will stick out like the proverbial sore thumb—particularly since none of Nadal's colleagues wear a watch on court except Justine Henin, who has made the personal choice to play with a Rolex perched on her left wrist. Whether the tennis press will continue to shake heads at it, though, remains to be seen. Perhaps by then Seabra will have been able to spread the gospel: bling this is not.
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