Zach Blass
TAG Heuer has Formula 1, Rolex has tennis, Omega has the Olympic Games, Breitling has the NFL, and Tissot has the NBA. Watch brands aligning themselves with major sporting leagues and athletes is a proven way to generate further awareness around a brand. So, what could a sporting partnership look like for a brand such as Frederique Constant? Frederique Constant does not necessarily have a war chest set aside for a big-budget partnership with a massive sport like F1. But this week, we have an answer…
Frederique Constant becomes the Official Timekeeper of the Pro Padel League
Frederique Constant has just announced its first-ever professional sports partnership, and it’s serving it up with the Pro Padel League. As Official Timekeeper and Official Watch of the PPL, Frederique Constant will be timing serves, tracking matches, and bringing immersive activations that seamlessly blend the worlds of the youthful Swiss watchmaker and one of the world’s fastest-growing sports.
The kicker? A limited-edition PPL-branded watch is coming down the pipeline. Padel’s explosive growth in North America mirrors the trajectory of accessible luxury watchmaking, and this partnership feels like a natural evolution for a brand that’s always straddled tradition and contemporary energy. The 2026 PPL season kicks off in New York this July, with five events across North America culminating in Miami for The City’s Cup Finals.
Speaking of Frederique Constant…
In the wake of the success of our collaborative Highlife Onyx Moon Time+Tide Edition with Frederique Constant, we are proud to share that a curated selection of Frederique Constant watches, such as the Manchette and Classic Perpetual Calendar Manufacture, is now available in the Time+Tide UK Discovery Studio in London. Keep an eye out for an upcoming In the Shop column. Tom Austin will have more details for you soon.
In other news… Audemars Piguet just opened an AP House in Atlanta
Returning to developing news in the USA, Audemars Piguet announced it has opened its latest AP House in Atlanta. The Houses are meant to redefine the luxury boutique experience, conceived as an inviting space in which visitors can immerse themselves in the world of Audemars Piguet without having to catch a flight to Switzerland – a “home away from home.”
Audemars Piguet explains: “Situated in the heart of Buckhead Village District, the nearly 10,000-square-foot AP House spans two stories and features an expansive wrap-around terrace overlooking one of Atlanta’s most dynamic destinations for hospitality, fine dining and culture.” With Audemars Piguet known for having both clients, ambassadors, and other partnerships in the music space, Atlanta is a natural choice for an AP House to open. Hope you all have a great weekend!
Zach and the Time+Tide Team
Watch meme of the week: Invictorious
The funny bit is that @watchumor might have to commit to this: Ben Clymer, Greubel Forsey, a follower’s mom and Detroit Pistons player Tobias Harris have all commented already… Just waiting on Invicta now.
Wrist shot of the week: a Normale night in Tokyo
Japan is home to some of the most passionate and discerning watch collectors on the planet, and this special-order Cartier Tank Normale demonstrates that. Look at that perfect salmon flower guilloche dial!
Time+Tide Shop pick of the week: Maurice de Mauriac x Racquet Rallymaster IV
The 2026 Australian Open is in its final days, but there’s still time to get a tennis-inspired watch on your wrist. The Maurice de Mauriac x Racquet Rallymaster IV is the latest instalment in the Zurich brand’s series of tennis watches. Exploring the darker, electrifying excitement of nighttime tennis matches, the Rallymaster IV, designed by Carlton DeWoody, features a black PVD case alongside vibrant neon dial accents. Just like the previous editions, the Rallymaster IV is limited to 100 pieces and is available from the Time+Tide Watch Discovery Studio in Melbourne, only during the Australian Open fortnight… So get in quick!
As mentioned above, the Maurice de Mauriac x Racquet Rallymaster IV is available now in the Time+Tide Shop for a limited time. Price: A$4,620
Our favourite Time+Tide coverage of the week
This is the one-off Bugatti worthy of having a Royal Oak Flying Tourbillon dash clock
For most of us mere mortals, owning any vehicle with the Bugatti name badge on it, save for a scaled-down kids’ replica, is fully out of the realm of possibility. There are those, of course, who aren’t just able to shell out the dough for a big boy Bug, but are also in the brand’s good graces to the point where they’re allowed to commission their own one-off creations. That’s the genesis story of the all-new Bugatti F.K.P. Hommage, honouring Ferdinand Karl Piëch and the revived Bugatti’s first car, the Veyron, with the help of a particularly generous benefactor. This tribute to the Veyron is of interest to us watch nerds, however, because of a small change to the car’s oval, perlage-finished dashboard insert… Borna has the scoop here.
An owner’s review of the vintage Rolex Day-Date ref. 1803, and why it’s such an underrated watch
The Rolex Day-Date is inarguably one of the most iconic watches of all time, but Jason Lee argues that its ref. 1803 guise might be its best. Read his in-depth owner’s review here.
Toledano & Chan sends ripples across its range, reworking the cult B/1 with a surging solid gold dial
Toledano & Chan have uncovered the latest evolution of their cult-hit brutalist bestseller, the b/1.3r. Breaking away from the convention of introducing simple tweaks, the b/1.3r features a full, solid gold dial, inspired by rippling water. The best bit? This rare, golden-dialled creation will be available in limited numbers from the Time+Tide Watch Discovery Studios in London, Melbourne and New York. Watch Andrew and Phil Toledano’s chat about the watch above, or read more about the b/1.3r here.
