Lorige, the French-Swiss watchmaker that crafts timepieces from the brake pads of race cars, has established a U.S. subsidiary to exclusively distribute its products in the States.
Jeffrey Khalaf, president of the Timepiece Collection, an Englewood, N.J.–based retailer, will serve as CEO of the newly established Lorige USA. Michael Rosenberg, the Timepiece Collection’s vice president, will be its chief financial officer.
The new distributor aims to expand the brand’s retail presence and engage with customers and fans.
In a statement, Lorige CEO Clément Etienvre called entering the U.S. market “a defining moment for Lorige,” as the brand aims to capitalize on “the growing interest in F1 and NASCAR” in the United States.
Jeffrey Khalaf (left) and Michael Rosenberg
Top: The Lorige Endurance (photos courtesy of Lorige USA)
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