By  on April 13, 2017
The Zenith Range Rover Velar watch

NEW YORK — Range Rover and Zenith have expanded their partnership.

The newest collaboration is centered around the launch of the automaker’s newest model, the Velar.At a special event here on Thursday, Land Rover chief design officer Gerry McGovern said the midsize luxury SUV is more “modern and elegant with a touch of glamour.” Land Rover is the parent company of Range Rover.The car, which is priced starting at $49,900, has a sleek design with flush door handles, burnished copper detailing and a foil-stamped grille. Inside, there are two high-definition touch screens and seats with a diamond pattern embossed into the leather.The El Primero Range Rover Velar Special Edition watch features a ceramic aluminum case and a leather strap that mimics the seats in the car. The Range Rover name was moved from the front to the back of the timepiece in this model.In October, the two brands revealed that they had formed a partnership and unveiled the first watch model, the El Primero Range Rover Special Edition, which retails for $8,700 and is sold through Zenith’s distribution network around the world.The Velar watch will retail for $8,700 and will be sold through the same channels, McGovern said that some “boutique” car dealerships will have displays showcasing the watches but the sales will be handled by Zenith’s retail network.Jean-Claude Biver, Zenith chief executive officer and president of the LVMH Watch Division, said: “Zenith stands for art, tradition, culture and precision timekeeping. It is essential that we preserve these qualities, as they all belong to our more than 150-year-old DNA. The El Primero Range Rover Velar shows how both companies share a determination to find a harmonious way to connecting our tradition to the future, while showing respect for our products.”Zenith introduced its first El Primero chronograph watches in 1969, the same year the British automotive brand unveiled the prototype for its luxury off-road vehicle, the Range Rover.

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