Aston Martin owners know that buying a supercar used to signify an acquisition of a status symbol on wheels. Now, it reflects something deeper. As I’ve learned (through countless conversations with supercar collectors and brands), it’s about becoming part of an experience that goes far beyond the product itself. In essence, much of its value lies in the camaraderie and connection of car culture.
Invite-only events, private dinners, exclusive destination visits, and even a sense of community through shared experiences with other owners. These are just some of the many perks that come with supercar acquisition. And one of the heritage brands driving experiences like these forward is none other than Aston Martin, a marque that most people associate with James Bond’s lifestyle: sophistication, elegance, and timeless style.
Aston Martin’s lifestyle strategy reaches well beyond the cars that made the British marque famous. Recently, Valhalla owners gained the opportunity to design a bespoke Breitling timepiece inspired by their own car, the latest expression of an ecosystem of partners spanning sound, skincare, spirits, champagne, watches, and real estate.
The 113-year-old brand continues to bring that world to life through intimate, multi-sensory experiences for clients and guests.
From Ownership to Experience
Stefano Saporetti, Aston Martin’s director of brand diversification, has described the goal as building legacy and loyalty through experiences rather than ownership alone, while keeping scarcity central to how the brand expands. That thinking has deep roots.
The Art of Living by Aston Martin program (launched a decade ago) created curated experiences in travel, haute cuisine, sport, fashion, and culture, from ice driving in Hokkaido to hospitality packages at Le Mans.
In recent years, the brand launched Aston Martin Experiences, including “Ascend,” “Unleashed,” “Supertours,” and “Supercharged.” Each offers a different type of experience depending on a client’s preferences. The invite-only “Ascend” program welcomes a small group of the brand’s top clients to explore new terrain, indulge in fine dining and upscale hospitality, and enjoy driving rallies through incredible destinations. For thrill-seeking owners of Aston Martin’s limited-edition track cars, the invite-only “Unleashed” program delivers adrenaline-boosting experiences on Grand Prix circuits such as Paul Ricard in France and Monza in Italy. “Supertours” and “Supercharged” open the door to more owners and enthusiasts, with offerings like the Monaco Grand Prix weekend, Goodwood Festival of Speed, and track days at Silverstone.
Real estate was also woven into the lifestyle ecosystem. Completed in 2024, Aston Martin Residences Miami rises 66 stories as the tallest all-residential building south of New York, and more than 50 of its residents already own an Aston Martin. The brand has since taken on residential design projects in Rhinebeck, New York, and Tokyo’s Minami Aoyama. Saporetti has suggested hospitality will likely be its next evolution.
A Partner for Every Sense
Each partnership pairs Aston Martin with a heritage brand known for craft.
Bowers & Wilkins, the official audio partner, connects to The Beatles through its 45-year run as the reference studio monitor at Abbey Road Studios, where the band recorded its iconic albums. The partnership debuted in 2023 with the DB12, whose optional 15-speaker, 1,170-watt surround system was developed jointly by both engineering teams.
Elemis became Aston Martin’s official skincare partner in July 2025, debuting at the Goodwood Festival of Speed before opening a pop-up spa at the Aston Martin House during Pebble Beach Concours week. Glenfiddich launched its role as official whisky partner at The House of Aston Martin in August 2025 with a 48-year-old 1976 vintage single malt limited to 50 bottles worldwide.
Champagne Bollinger followed that September; like Aston Martin, it holds a Royal Warrant and has supplied the Royal Household since 1884. Breitling joined as official watch partner in February 2026, reuniting two names that shared the screen in the 1960s Bond films, with a Breitling Top Time on Sean Connery’s wrist in Thunderball and the DB5 starring in Goldfinger.
From the Garage to the Wrist
For Aston Martin CEO Adrian Hallmark, Valhalla expresses the future vision for the ultra-luxury performance brand. In a statement, he said, “Four years ago we set out on a journey to transform the Aston Martin brand by taking its historic and unmatched luxury credentials and adding cutting-edge F1® inspired technology and class-leading performance, with the aim of taking on the most successful brands in the world.”
Breitling’s newest program brings that vision to the wrist, extending the partnership into ownership itself. In October 2026, Breitling opened the design process of its Super Chronomat collection exclusively to owners of the Valhalla, Aston Martin’s first series-production, mid-engine plug-in hybrid supercar, limited to 999 examples worldwide. Through a dedicated configurator, owners can commission a bespoke watch inspired by their individual Valhalla specification and personal style.
Two models are available. The Super Chronomat B19 44 Perpetual Calendar Chronograph pairs a 44 mm titanium case with a carbon-fiber dial, a 96-hour power reserve, and a perpetual calendar that requires no manual adjustment until 2100. The Super Chronomat Automatic 38 combines a stainless-steel case and carbon-fiber dial with a diamond-set bezel and titanium crown, bringing automotive performance materials to the wrist. Owners can personalize hand and rehaut colors as well as rotor or caseback engravings.
“More than a timepiece, it is a highly bespoke extension of the ownership experience, celebrating the individuality of each customer while reinforcing the exclusivity that defines both Aston Martin and Valhalla,” said Stefano Saporetti.
For Aston Martin’s Director of Vehicle Performance, Simon Newton, developing Valhalla has been a unique and rewarding journey: “The challenge for the engineering and vehicle dynamics teams has been to harness, for the first time, the immense power of Valhalla’s hybrid powertrain through a combination of active aerodynamics and integrated dynamic control systems. With 1079PS and 1100Nm, extraordinary performance is a given. The challenge is achieving next-level speed, precision and exhilaration on track while retaining the characteristics of an enjoyable and highly emotional supercar when driving on the road. It’s this unprecedented dynamic bandwidth that separates Valhalla from its class rivals.”
Inside The House of Aston Martin
If there were ever an opportunity to experience Aston Martin’s unparalleled hospitality and brand partnerships, it was during Monterey Car Week, which offered one of the clearest views of this ecosystem in action.
Ahead of the event, Aston Martin Chief Commercial Officer, Andrea Baldi, said, “The globally significant celebration of automotive excellence that is Monterey Car Week is the ideal background for the unveiling of our very special DB12 S VMF cars celebrating this, the 75th running of the Pebble Beach Concours D’Elegance. But, beyond these carefully crafted tributes to the sporting roots of the event, we will of course be at the historic centre of the luxury automotive world which is the perfect place to celebrate our own heritage in the shape of the Vanquish 25 Special Edition, as well as looking to our exciting and dynamic future.”
At The House of Aston Martin near Poppy Hills Golf Course in August, I took a Vantage S along 17-Mile Drive, received an Elemis hand massage, and joined a Bowers & Wilkins listening session where the music sounded rich and layered, reminiscent of a live concert. Guests could also specify their next car with Q by Aston Martin, the brand’s bespoke service, which in 2026 created three DB12 S tributes to the 1951 Aston Martin Racing Team for the 75th Pebble Beach Concours.
“Being given the opportunity to create something bespoke for this incredibly special occasion has been a real honour for the team,” said Head of Q at Aston Martin, Vittorio Gabba.
Whether through a bespoke commission, a rare vintage, or a carefully tuned soundtrack, Aston Martin invites its clients to experience the brand with every sense, bringing a Bond-worthy world to life.
[Media access provided by Aston Martin and Bowers & Wilkins. Image credits: Christina-Lauren Pollack for Inspirations & Celebrations, Sydney Conners, and Aston Martin. All opinions are my own.]