Geneva, Switzerland—Swiss watch-making giant Rolex is teaming up with Swiss automaker Rinspeed to develop a self-winding car, which will revolutionize the auto industry and make gas guzzlers, like watches themselves thanks to cell phones, a thing of the past. They plan to unveil it at the Geneva Motor Show next March.
“We are literally kicking ourselves that we didn’t head down this route before,” said Rinspeed spokesman Auguste Agassiz. “The technology has been there for years, but not until my mistress called me up crying because her Alfa Romeo would not start did the idea come to me. She yelled at me, ‘Why can they have a watch that always works just by moving it, but not a car?’ And I thought it was brilliant!”