Salon Privé TIME welcomes the world’s finest watchmakers to Blenheim Palace

With a shared passion for precision engineering and style, it’s little wonder that the automotive industry has enjoyed a long and close association with the finest watchmakers – especially in the world of motorsport, where every fraction of a second counts and accurate timekeeping is essential.

In 2021, Salon Privé will be celebrating that relationship by bringing together the world’s leading horologists for a very special showcase – Salon Privé TIME. They will be displaying their latest releases in a pavilion on the South Lawn of Blenheim Palace, where they will line up next to some of the greatest automotive and luxury brands. Guests will have the opportunity to browse, try on and purchase all the magnificent pieces on display.

Blenheim Palace is a fitting home for Salon Privé TIME. The fourth Duke of Marlborough, George Spencer, was fascinated by astrology and all things mechanical. During the 17th century, using a sundial and the specific latitude of the Palace, he established ‘Blenheim time’ to be five and a half minutes slower than Greenwich Mean Time. Today, its 30 antique clocks are maintained by official timekeeper Julian Newman, and the timepiece that looks over the East Courtyard has done so since 1710.

Salon Privé TIME will welcome some of the most revered watchmaking brands, many of which have forged close partnerships with the automotive sector. IWC Schaffhausen has been the Official Engineering Partner of the all-conquering Mercedes-AMG Petronas Formula One team since 2013, and the following year it introduced the first of its special editions dedicated to brand ambassador Sir Lewis Hamilton.

With its signature design characteristics of boldness and extravagance, it was natural that Roger Dubuis would partner with Lamborghini Squadra Corse, while Florence-based Officine Panerai combines Italian style, Swiss technology and a passion for the sea in its elegant designs.

They will be joined at Salon Privé TIME by Piaget, whose master craftsmen have a long and illustrious history of blending watchmaking and jewellery, and Montblanc, which has been making timepieces in the Swiss Jura mountains for more than 150 years.

Completing the collection of brands is Vacheron Constantin – the oldest watch manufacturer to be in continuous operation. It has created iconic timepieces for the likes of King Farouk and Marlon Brando, and in 2015 created the world’s most complex watch as a special commission for its 260th anniversary.

‘There is a natural synergy between motor cars and watches,’ said Christophe Ramel, UK Brand Director from Vacheron Constantin, ‘and Salon Privé TIME is an exciting way to celebrate that. Salon Privé is known across the world for its quality, style and exclusivity – and those values perfectly align with what we do as luxury watchmakers. Anyone with a passion for cars will appreciate the craftsmanship that goes into each and every timepiece.’

Salon Privé TIME represents a combination of elegance, history and cutting-edge technology that will be at the heart of Salon Privé Week, which last year confirmed its standing among leading automotive brands by hosting no fewer than 21 UK, European and global debuts.

The Concours d’Elégance will welcome more than 100 of the world’s finest cars to Blenheim Palace, while Ladies’ Day presented by Boodles offers the ultimate in style and fashion, and fine dining in the Glass House will return after its successful debut in 2020.

‘Salon Privé TIME will not only offer something unique in its own right,’ said Salon Privé Director David Bagley, ‘it will perfectly complement the great cars, elegant surroundings and everything else that goes into making this such a prestigious week in the motoring calendar.

Editors’ Notes
Now in its 16th year, Salon Privé Week is a must-attend series of events for any car enthusiast or aficionado. A Partner Concours to the Peninsula Classics’ Best of the Best Award, Salon Privé is now recognised as one of the top events in the world alongside Pebble Beach Concours d’Elegance and Concorso d’Eleganza Villa d’Este. Held annually within the grounds of Blenheim Palace, Salon Privé is firmly established as the UK’s most exclusive automotive event.

Salon Privé Week 2021

1 September – Salon Privé Concours d’Elégance

2 September – Salon Privé Concours d’Elégance

3 September – Salon Privé Ladies’ Day presented by Boodles

4 September – Salon Privé Club Trophy presented by Lockton

5 September – Salon Privé Classic & Supercar

Tickets can be purchased via the website  or by calling the Ticket Hotline: 0808 100 2205.

Charity Partner

Salon Privé is proud to once again have Rainbow Trust Children’s Charity as its charity partner. The organisation provides emotional and practical support to families who have a child with a life-threatening or terminal illness, and thanks to the generation donations of guests and Concours entrants, the event has so far raised in excess of £1 million for these great causes.

Media Contact

Rebecca Leppard, Eventageous PR Ltd

Tel: 01452 260063/07749 852481, Email:

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