Aston Martin launches its first collection of affordable luxury watches

Aston Martin surprises with its first watch collection, at a price announced as “defying all competition”. The carmaker is banking on a status accessory designed for everyday use. However, expectations remain high when it comes to quality and service, particularly in the face of already well-established references in streetwear watches.

Why Aston Martin is betting on watches

The watch market has been attracting luxury brands for years. Aston Martin, for example, is looking to convert its reputation into wearable value. According to GQ, this is Aston Martin’s first watch collection, a symbolic step in the continuity of its presence in Paris, already visible through experiences such as offering a restaurant in Paris.

Aston Martin – Timeless has a vintage-inspired look, with sober, balanced lines. As such, it speaks to those who want a timeless style, without overload, in the image of elegant Parisian tearooms such as Mariage Frères.

Design, house codes and Aston Martin consistency

There are the expected nods: British sobriety, clean finishes, sporty allure. What’s more, the brand says it is aiming for a timepiece that is easy to wear, from the office to the weekend. On the other hand, there is as yet no indication of a precise caliber or industrial origin, a point that will be of interest both to design enthusiasts and those who closely follow major Parisian events such as the Grand Palais des Glaces 2025.

“The first Aston Martin collection targets a broad audience, without denying the DNA of the house.”

Aston Martin – Icon is for those who love modern luxury. The design appears tauter and more urban, while remaining comfortable.

Aston Martin pricing, positioning and value promise

Aston Martin’s message is clear: an “unbeatable” price, without sacrificing style. Yet value for money can only be judged on the wrist and over time. Moreover, transparency on materials, assembly and warranty will remain decisive.

• Check legibility: contrast, luminova, glass and reflections.
• Check fit: case size, strap length.
• Find out about waterproofing and daily use.
• Ask for our warranty and after-sales service policy.
• Compare the offer with alternatives on the same budget.

Aston Martin – TRG Automatic features a skeletonized dial in a titanium tonneau case. As such, the timepiece promises a marked presence, while keeping its weight down.

Product consistency will also involve after-sales and maintenance. Also, a clear network for servicing reassures new customers. As a result, loyalty is built on concrete evidence, not just a logo.

Sizes, materials and everyday uses

Aston Martin Aramco – DWF offers a 43 mm carbon fiber case, designed for an assertive wrist. In this way, the light plays on the material to create a light, technical look.

Comfort is also judged by the strap, buckle and ergonomics. In short, it’s best to try, compare and then decide. On the other hand, a size that’s too big is tiring on a long day.

What this offensive says about Aston Martin

The transition from road to wrist follows a brand logic. In this way, car fans find a discreet sign of their everyday passion. From now on, the coherence between cars, textiles and accessories becomes strategic.

Aston Martin Aramco – BAT is an adjustable silicone bangle designed for both sport and city use. It can be worn alone or stacked, depending on mood and style.

The challenge is ambitious, but clear. Aston Martin is aiming for the heart of the market, with clear codes. But only the test of time will tell if the promise holds.

• Aston Martin