Time To Drive combines the best of car, watch collector culture
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Illustration: Aïda Amer/Axios
Lex Borrero has always loved cars and watches, a result of his upbringing (his dad was a race car driver in Colombia) and his career as a renowned music and movie producer.
- But he'd never tried to build a community around his passions — until recently.
Why it matters: In November, he's launching the inaugural Time To Drive Fest, a three-day immersive experience at the Mana Wynwood Convention Center blending the car and watch industries.
Flashback: After winding down his entertainment career last year, Borrero began forming smaller niche groups, like the Miami Watch Club.
- He noticed a few things: Collector profiles for watch and car aficionados were similar, but the two spoke different languages.
- There was also a level of trepidation from both groups, each wary of joining the other.
He wanted to merge both worlds.
- The result was 0260 (pronounced zero to sixty), a global community he founded for folks who appreciate the craftsmanship of cars, watches and design, and the culture that surrounds them.
- His first project: taking a group of collectors to Europe to visit car and watch shows. He also included a culinary element.
- Again, friction emerged: The watch world was information-heavy, but lacked excitement. The car world was the opposite. Lots of excitement, but light on details.
What they're saying: "I thought, 'How can I create an event where the watch brands can play in a world they've never been in while helping the car guys tell a story in a new way?'" he told Axios recently.
Zoom in: Time To Drive will feature both micro watch brands, selling pieces from a few hundred dollars, to the world's largest brands, displaying watches upwards of $750K. (Nearly 40 brands will be represented.)
- On the auto side, Porsche, Mercedes-Benz and iconic race cars (more than 50 automobiles) will be front and center.
Between the lines: In addition to the panels and experiences, Borrero said the music and culinary elements will amplify the atmosphere.
Zoom out: Perhaps more important, though, is the story the Kendall native is trying to tell, one of little kids with a dream.
- "I wanted to break the wall of intimidation," he said. The price point and environment was made to be family-friendly (kids attend for free).
- The event is "approachable, but also feels luxurious," he said.
If you go: Nov. 6–8. Tickets: $65 single-day pass; $100 two-day pass.