When Formula 1 team Marussia went into administration towards the end of last year, Armin Strom was suddenly left with a gaping hole where there had once been a premium sponsorship agreement for such a niche brand. There was no shortage of offers for new partnerships, but as Claude Geisler, Director of Armin Strom, told WorldTempus “there was something missing.”
The missing link was in the end provided by none other than the technical director of Marussia, who called one day with the suggestion of the Gumball 3000 rally. Hublot had previously been the event’s partner but had baulked at the idea of doing a strictly limited watch replica for the Gumball 3000. Hublot’s loss was Armin Strom’s gain, however, as the brand signed on as the rally’s new official timekeeper. Since then, the small but highly active brand has heaped one announcement on top of another. First came the partnership, then the watch replica collection, then the news that Claude Geisler and Armin Strom’s owner Serge Michel would themselves compete in the Gumball 3000 and more recently, that the winning bidder for the Armin Strom lot in the Gumball 3000 charity auction will have the opportunity to design their very own Armin Strom timepiece at the brand’s factory in Bienne.