An enduring affair with the Classic

Richard Mille enjoys the memory of his old friend’s discomfort when he recalls how his watch brand became the title sponsor for one of motor sport’s biggest and best historic events. The watch company is only a year older than Le Mans Classic, which began in 2002.

“I have known Patrick Peter, the organiser, for around 40 years,” says Mille. “Back in 2001 we hadn’t yet sold any watches because we were still in the process of manufacturing. Patrick called me and said, ‘I would love it if you could help introduce me to some watch brands because you know everybody in the business. I want a sponsor for Le Mans Classic.’ So I went to see him. He said, ‘I know you are just starting so I don’t want to bother you. But this is my plan, to recreate the history of Le Mans starting with the 1920s up to the 1980s. But I need a watch sponsor otherwise I can’t start. Can you help me find one?’”

Mille, as an arch enthusiast and Le Mans aficionado, snapped up the opportunity that lay in front of him before his rivals could get a sniff. “I said, ‘OK, I am your sponsor.’ He looked at me. He was relieved, but at the same time kind of panicky because he was thinking, ‘This guy hasn’t sold a watch yet and he wants to be the sponsor of this event!’

“This is how it started. And now Le Mans Classic is huge.”