Chopard Returns As Official Timekeeper For Mille Miglia 2025
As the Official Timekeeper and World Sponsor for the 38th consecutive year, Chopard fuses horological excellence with motorsport passion at the legendary Mille Miglia rally
When it comes to the intersection of luxury timekeeping and classic motorsport, few partnerships are as enduring—or as passionately upheld—as that of Chopard and the Mille Miglia. As the legendary Italian endurance race flagged off in Brescia once more, Chopard stood proud at the starting line for the 38th consecutive year as World Sponsor and Official Timekeeper, marking a tradition that began back in 1988.
For Karl-Friedrich Scheufele, Co-President of Chopard and a lifelong classic car enthusiast, this isn’t just a business relationship—it’s a family affair. This year, he returns to the race alongside his son, Karl-Fritz Scheufele, both behind the wheel of the family’s beloved metallic strawberry-hued Mercedes-Benz 300 SL Gullwing. This marks Karl-Friedrich’s 37th time participating in the rally—often with close family members or the brand’s ambassador, famed racing driver Jacky Ickx.
The Mille Miglia, first held in 1927, is as much a test of precision and endurance as it is a celebration of automotive heritage. Drivers must maintain consistent average speeds over hundreds of kilometers, making precise timekeeping absolutely essential—a challenge Chopard embraces wholeheartedly with its specially crafted timepieces.
This year, the brand unveiled two new additions to its Mille Miglia collection, both paying tribute to the spirit of the race and Chopard’s unwavering commitment to mechanical innovation and aesthetic refinement.
Mille Miglia Classic Chronograph Tribute to Sir Stirling Moss
Created to honour one of the most iconic moments in motorsport history—Sir Stirling Moss’s legendary 1955 Mille Miglia victory—this chronograph is a masterclass in commemorative craftsmanship. Limited to just 70 pieces, the number marks the 70th anniversary of Moss’s record-shattering run with co-driver Denis Jenkinson, clocking in at 10 hours, 7 minutes, and 48 seconds at an average speed of nearly 98 mph. Housed in Chopard’s proprietary Lucent Steel™ with a 40.5 mm case, the watch is as much a collector’s piece as it is a functional instrument.
Mille Miglia GTS Power Control – 2025 Race Edition
Celebrating a decade of the Mille Miglia GTS range, this bold 43 mm edition features a striking salmon-hued dial and houses the chronometer-certified 01-02-M automatic movement. Designed for the modern gentleman driver, this Lucent Steel™ timepiece combines robustness with elegance, promising both performance and poise—qualities that resonate with the very soul of the Mille Miglia.
Throughout the rally, attendees can admire these novelties at Chopard’s paddock stand in Brescia or at the dedicated Mille Miglia space in Piazza Vittoria, where the brand continues to draw a direct line between the art of watchmaking and the thrill of vintage motorsport.
The 2025 Mille Miglia route maintains its famed figure-eight layout, stretching from Brescia to Rome and back again, taking drivers through picturesque towns like Verona, Ferrara, San Marino, and Livorno, before tackling the scenic mountain passes of Raticosa and Futa. Over 400 historic vehicles, all eligible only if they once competed in the original races from 1927 to 1957, make up the fleet—each a rolling monument to the golden era of automobiles.
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For Chopard, the Mille Miglia is more than sponsorship; it’s a philosophy of precision, passion, and preservation. With its newest timepieces reflecting both heritage and innovation and a family legacy steering the wheel, the Maison proves once again why it remains at the heart of one of the world’s most beloved races.