Ritmo Named Official Timepiece Of IndyCar Series

Ritmo Named Official Timepiece Of IndyCar Series

Mar 07, 2007

The IndyCar® Series today announced a multi-year partnership with Ritmo Mundo, the Beverly Hills, Calif. -based maker of watches, clocks and watchcases that has been acclaimed for offering a wide selection of timepieces that blends tradition with trends.

The five-year partnership makes Ritmo the official timepiece of the IndyCar Series and Indy Pro Seriesâ„¢ and includes a licensing agreement for IndyCar Series-branded Ritmo timepieces that can be expanded to include driver-branded timepieces in the near future.

As part of the partnership, Ritmo will present a $100,000 watch to the IndyCar Series championship driver and a watch to each IndyCar Series race winner as well as a $25,000 watch to the Indy Pro Series championship driver and a timepiece to each Indy Pro Series race winner.

Ritmo will promote the partnership through traditional channels such as the IMS Radio Network, IndyCar Series magazine, Indianapolis 500 race program, indycar.com banner ads and video displays at each series event. Additional promotion includes an IndyCar Series-branded ad campaign for print and new media focusing on Ritmo’s relationship with the series. Further, Ritmo will also include the IndyCar Series and Indy Pro Series champion drivers in separate campaigns.

“Today’s partnership announcement with Ritmo gives the IndyCar Series a true marketing partner committed to activating its relationship and building a mutually beneficial licensing program,” said Gerald Raines, national sales senior director for the IndyCar Series. “In a very short period of time, Ritmo has garnered an astounding amount of retail, press, and consumer attention, resulting in becoming one of the hottest watch brands throughout the world, making it a natural fit for the IndyCar Series.”

Combining early 1900s design with modern, trendy Italian styling, Ritmo Mundo was founded by luxury retailer and watch aficionado Ali Soltani. With offices in Milan, Italy and inspired by timepieces of the 1920’s, ’30’s and ’40’s, the brand has moved from an unknown brand to a cult ‘must have’ watch. Over the course of the past five years, RITMO has found selective partners to highlight its product through diligent distribution in each region. Celebrating exhilarating growth and continual innovation, RITMO has redefined luxury timepieces by providing a unique blend of century old designs with sensuous extraordinary Swiss and Italian craftsmanship.

“This year, RITMO celebrates five years in business and there is no better way to celebrate exhilarating growth and continuous innovation today than to announce our long-term partnership with the IndyCar Series,” Soltani said. “Our partnership draws upon the rich 90-year history of Indy car racing to expose our brand to an unprecedented audience of sporting and lifestyle enthusiast. Soon, special edition and limited edition RITMO IndyCar (Series) timepieces will be introduced thrilling watch and car enthusiast simultaneously.”