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Not all will share Biver’s effusiveness, but rest assured, luxury brands who know what they are doing have been investing in this market for years now.Full article is at Bloomberg.com.? Hat tip: L2.

November 3, 2010 would have marked Ayrton Senna's 50th birthday. On the occasion of the Interlagos Grand Prix in Brazil, Ayrton Senna's sister Viviane, supported by the Instituto Ayrton Senna, established in 1994, and Hublot, invited friends and family of the legendary driver to the event commemorating the date. The guests were invited to watch the premiere of the new documentary movie Senna produced by Working Title and Universal. Hublot unveiled two unique wristwatches devoted to the Brazilian driver and aimed to support the Instituto Ayrton Senna. Ayrton Senna tragically lost his life on the Imola racetrack in 1994. The Hublot King Power Ayrton Senna watch represents a split-second chronograph model offering the power reserve indicator. The timepiece will be available in a limited number of 500 pieces. It demonstrates Ayrton Senna's signature. The bold-looking King Power Ayrton Senna is crafted exceptionally from materials applied in Formula 1. The 48mm case is sculptured from carbon fiber that is widely used in Formula 1. The ceramic bezel is embellished with a circular-grained satin finish. It features many holes inspired by an F1 brake disk also produced from ceramic. The strap is produced from Nomex, representing a synthetic fiber introduced by Dupont and used for the suits of F1 drivers. The heart of the Ayrton Senna watch is the HUB4247 automatic movement. The power reserve indicator is positioned at 6 o'clock. It is presented in green, blue and red �C the colors suggested by the timers used in Formula 1. The sapphire crystal case-back of the Hublot King Power Ayrton Senna watch holds one more surprise - a laser-engraved portrait of the legendary driver with yellow infill for the engraved text. The new Hublot watch is delivered in a special presentation box in black ebony. The box has a sapphire glass window featuring a transfer of Ayrton Senna's signature in yellow that matches the signature on the sapphire crystal over the dial. The Hublot King Power Tourbillon Ayrton Senna watch will be limited to just 10 pieces. Each member of the unique collection reveals a different commemorative engraving on the case-back, presenting one of 10 brightest moments in Ayrton Senna's career. These highlights were selected by the driver's sister and mother. The 48mm case is sculptured from carbon fiber and coupled with a yellow Nomex strap with green and blue stitching. It accommodates the Calibre HUB6300 movement with a flying tourbillon and column-wheel monopusher chronograph. The movement gives an advantage of a 120-hour power-reserve.Look through a fine selection of boldly designed Hublot watches: