BMW Launches A Watch Line With Tourneau: Wait, They're Quartz and You Like Them?

How many times will car companies partner with luxury watch brands to create some good old fashioned "synergy"?  Really, does it get any more authentic than when one publicly traded company pays another multi-national corporation to create a product about which they have little to no knowledge?

We won't run through the failed partnerships, but let's just say that if you drive a really nice car, you know enough to want a really nice watch.   Usually, the products of these partnerships are indeed "nice watches", mechanically speaking, but there is something just a bit cheesy about wearing a timepiece with the branding of anything but a timepiece on the dial, especially if you paid over $5000 for it.
That's why (and you won't hear this often from us) we really like the quartz watch to the right.  It's a BMW-branded chronograph made by Tourneau.  You know why we like it? Not because it's affiliated with BMW or Tourneau, but rather because it only costs $225.  This is a watch for a guy who LOVES BMW but may not be able to afford one, or a guy who loves BMW and simply doesn't care about watches (gasp! yes we are aware that those people do exist).  
This watch is perfectly fine at $225 and isn't trying to capitalize on any cross-promotional jibber-jabber.  Would the owner of an Alpina B7 buy this watch? Probably not, but if BMW had chosen to work with say Jaeger-LeCoultre or IWC, he wouldn't have bought that watch either.
This watch is simply a lifestyle extension of the BMW brand, and that's fine, because it's not a lot of money.  For more details on BMW's line of wristwatches made by Tourneau