Story Highlight
– New car and watch festival launching in Miami, November.
– Event aims to blend culture, craftsmanship, and community.
– Over 4,000 expected guests daily for immersive experiences.
– Features major brands like Chopard, Zenith, and Porsche.
– Vision to redefine luxury through cultural engagement and storytelling.
Full Story
In November, Miami will host a groundbreaking event aimed at merging the worlds of luxury timepieces and automobiles. Lex Borrero and Perri Dash, the masterminds behind the initiative, are set to unveil Time To Drive, an innovative festival designed to unite collectors, brands, automotive enthusiasts, and cultural icons.
Scheduled for November 6-8 at Mana Wynwood and The Concours Club, the inaugural festival promises a unique blend of automotive and horological experiences, alongside engaging discussions, hospitality, and entertainment. With an expectation of over 4,000 attendees daily, the weekend will also feature exclusive dinners, brand showcases, and a historic track day.
Borrero, who is the founder of 0260 and a co-creator of Time To Drive, emphasizes that this festival transcends the traditional watch fair model. “We believe belonging is the new luxury, and the strongest brands of the future will be those that create genuine communities,” he stated. “Time To Drive is our expression of that belief—a global gathering for brands, founders, collectors, and enthusiasts to celebrate craft, innovation, and culture.”
The concept originated from Borrero and Dash’s personal experiences as collectors. Borrero noted that while both automobiles and timepieces share a wealth of overlap, the two communities have seldom interacted. “As I started to understand that, that’s where we created 0260 at the intersection of that because I said, ‘oh, there’s no real bridge,’” he explained.
Past experiences attending automotive events and watch exhibitions revealed to Borrero a vibrant car community lacking in storytelling, contrasted with the watch industry, which boasts rich histories often inadequately conveyed. “The watch business has tons of information, but zero excitement,” he remarked. “The car world has all the excitement, but they have none of the storytelling.”
Time To Drive will feature seven themed zones, including Icons of Stuttgart to highlight Porsche and Mercedes-Benz, Festival of Champions showcasing motorsport history, The Collectors Club to unite watchmakers and enthusiasts, and the Time To Drive Hall examining the interplay between the two luxury domains.
The festival will also offer a marketplace, a hospitality area, and a culinary program inspired by various global automotive and watchmaking traditions.
Initial reaction to the festival concept has been extremely positive, with many in the industry expressing astonishment at its innovative nature. Borrero chuckled, “Every single person we’ve pitched this to says, ‘Holy crap! What an amazing idea! How are you going to execute it?’”
Prominent brands have swiftly joined the initiative, and the diverse lineup includes established names like Chopard and Zenith alongside independent firms. Borrero is keen on a curated selection of participants, emphasizing quality over quantity. “There are brands we just didn’t continue conversing with because we knew they didn’t align with our vision,” he said. This strategy sets Time To Drive apart from typical trade shows, which often showcase familiar faces year after year.
“This event encourages disruption and innovation in presenting brands,” Borrero added. He believes that watch brands will benefit greatly from engaging with a fresh audience of car aficionados, enhancing their visibility and outreach.
Miami was chosen as the venue for its vibrant culture, wealth, and artistic life. Borrero contends that the city epitomises a cultural melting pot. “Miami is one of the biggest cultural hubs in the world,” he asserted.
Dash agrees, noting that Time To Drive aims to bring the essence of traditional Swiss watch fairs to a broader audience. “Not everybody can travel to Switzerland for Watches and Wonders. We could bring that experience closer to home.”
The festival’s focus will also extend to the human stories behind the products, rather than the typical technical jargon. Borrero noted, “The human story is driving the commercial part of everything more than ever before.” Each event segment will delve into topics related to entrepreneurship, design, engineering, and the future of luxury. Guests will include industry personalities like Spike Feresten and Felipe Nasr.
Prominent vehicles, including models from Porsche, Mercedes-Benz, Ferrari, and Lamborghini, will also be showcased, enhancing the festival’s appeal.
Dash believes these themes resonate with younger audiences who view luxury as an interconnected experience across music, fashion, and automotive design. “These categories have been a part of our lives from childhood. They are inseparable for us culturally,” he said.
The broader vision for Time To Drive is not just to execute a successful event but to reshape perceptions in the watch industry about their audience. Dash asserts that brands must engage with the wider cultural implications surrounding their products. “The industry is getting hotter; more people are paying attention,” he explained, underscoring the need for brands to adapt.
Borrero hopes to elevate Time To Drive into a festival akin to “the Coachella of watches and cars,” where the excitement of lifestyle and art converges with automotive and horological excellence. This ambitious project requires significant investment and strategic planning. “I haven’t worked this hard since I started in the music business,” he shared, emphasizing the importance of creating an event that resonates with attendees.
Beyond the three-day festival, Time To Drive is set to evolve into a series of ongoing experiences, including exclusive international collector journeys. Borrero believes that success will be measured not just by attendance figures but by the emotional impact on participants. “I want you to be able to walk in, and the flow of you feel during this event be flawless,” he concluded.
With the conventional watch fair model facing shifts due to evolving audience expectations, Borrero and Dash are confident that their innovative approach will create a compelling experience that fosters enthusiasm for both watches and cars. “What if we can merge those two things?” Borrero asked, envisioning a future where storytelling adds a new dimension to both worlds.
Tickets for the inaugural Time To Drive festival will be available starting at $75, with the event set to run from November 6-8, 2026. Further details can be found at timetodrivefest.com.
