Did you miss the first Formula E race in Beijing? Even if you were there, the barely audible whine of an electric motor is easily missed if you are used to the usual high-octane sounds of combustion in motor racing. But several watch brands have taken to this new, ecological, form of racing, where drivers swap cars half way through the race as their car’s batteries run out and the most popular driver among fans voting on the Internet receives a power boost during the race. TAG Heuer is both one of the founding partners of the series and its official timekeeper, while Richard Mille sponsors a team and de Grisogono is the “Official Trophy Supplier” for each winner in each city [.

Richard Mille, along with JeanRichard, have recently served up a potentially lucrative new form of celebrity endorsement. Both brands have recently teamed up with renowned chefs: Carlo Cracco in the case of Richard Mille and Luca Manfé for JeanRichard. Some of these celebrity chefs are more popular (and even earn more money) than star footballers. Do they have the right ingredients to be the watch ambassadors of the future?

Music-box maker Reuge had a busy month, launching a second MusicMachine in collaboration with MB&F, presenting giant music boxes for the entertainment of passers-by in the US city of Cincinnati and teaming up with its distant cousin L’Epée 1839 to produce the Duet musical table clock. With all this activity, it’s hardly surprising that the brand has laid the foundation stone for a brand new production facility in its home town of Sainte-Croix, due to open next year.