In the realm of luxury events, there’s a constant evolution, with new experiences emerging to captivate enthusiasts. This November, Miami will host a groundbreaking event that seamlessly blends the worlds of automotive passion and horological artistry. Time to Drive, organized by lifestyle brand 0260 and founded by entrepreneur Lex Borrero and watch collector Perri Dash, promises to be a cultural phenomenon.
The inaugural Time to Drive event, scheduled for November 6-8, is set to bring together influential brands, collectors, entrepreneurs, and tastemakers from both the automotive and watch worlds. This is not just another event; it’s a platform where different creative realms intersect, offering immersive exhibitions, curated experiences, and top-tier hospitality.
The Vision Behind Time to Drive
Lex Borrero, a seasoned entrepreneur in the entertainment and music space, and Perri Dash, a prominent watch collector and industry personality, share a vision that transcends traditional event formats. “We realized we were chasing the same idea from different directions,” Borrero explains. “One of us comes from building culture through music and entertainment. The other comes from building culture through collecting, storytelling, and community.”
Time to Drive is built on the idea that passion doesn’t live in categories. It’s a cultural gathering where cars, watches, fashion, architecture, photography, music, and food come together. “What the world is missing is a cultural gathering,” Borrero states. “These elements have always belonged to the same people. We’ve just separated them into different industries and different events.”
Seven Chapters of Luxury and Culture
The event will be orchestrated through seven different chapters, each offering a unique experience. Highlights include Icons of Stuttgart, showcasing historically significant automobiles from Porsche and Mercedes-Benz; Luxury Exchange, a curated marketplace of exceptional vintage timepieces and luxury lifestyle brands; and The Collectors Club, bringing together major watch maisons, indie watchmakers, live podcasts, and exclusive releases.
Other chapters include The ClubHaus, a hospitality experience for industry leaders; The Culinary Circuit, celebrating cuisines from countries renowned for their automobiles and timekeepers; and Driver’s Seat, a separately ticketed historic track day featuring iconic performance cars. “Culture is interdisciplinary,” says Dash. “The future belongs to the people who can create unexpected collisions.”
Iconic Vehicles and Influential Figures
Time to Drive will feature a curated showcase of vehicles from Porsche, Mercedes-Benz, Ferrari, and Lamborghini. Notable highlights include the Modified Maybach from the “Otis” music video by Jay-Z and Kanye West, the 24 Hours of Daytona-winning Porsche by Penske Motorsports, and the 964 Turbo from Bad Boys. Attendees can also look forward to panel discussions and live podcast recordings featuring industry leaders such as Spike Feresten, Larry Chen, Matt Farah, John Temerian, and Felipe Nasr.
Beyond the vehicles, the event will host vintage watch experts and dealers, including Eric Wind of Wind Vintage, Adam Golden of Menta Watches, and Eric Rivera of Watch Eric. The event aims to provide attendees with a comprehensive experience that goes beyond mere product displays. “People don’t just want to look at products anymore,” says Dash. “They want to understand the stories behind them. They want to meet the founders. They want access. They want experiences they can’t stream or scroll past.”
Exclusive Experiences and Merchandise
Attendees will have the opportunity to be the first to view and purchase Assouline’s latest forthcoming Porsche title, complete with signatures from Porsche drivers and executives. The event will also feature first-drop merchandise and live action experiences. “Time To Drive isn’t competing with car shows or watch fairs. It’s creating a new category,” Dash explains. “The brands that understand community instead of just commerce are going to win the next decade.”
In addition to the main event, there will be invitation-only collector dinners, private brand experiences, and select gatherings connecting founders, executives, and collectors. These exclusive events will further enhance the
Time to Drive is an extension of international journeys organized by Borrero and Dash, combining trips to exclusive watch manufacturers with unique driving experiences and cultural excursions. For the Miami event, expect everyone from MB&F, Urwerk, Chopard, Grand Seiko, and Biver on the watchmaking side to automotive heavyweights like Porsche, Mercedes-Benz, Ferrari, and more.
Tickets for Time to Drive are available as of today. The cost of entry starts at $75 per ticket, with four admission tiers offering increasingly elevated levels of access involving elite hospitality and exclusive programming and experiences. Children under 15 are admitted for free with the purchase of an adult ticket. Given the enthusiastic crossover between watch and car enthusiasts, these tickets are expected to sell out quickly.
