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What the Car and Watch Industries Are Betting On Next

Cars and Watches Editor Carl Cunanan meets with Audi, Porsche, Minerva, and Vinfast who leave an impression on where innovation, collecting, and luxury are headed.
June 02, 2026
The Porsche 911 Turbo S.

We had another very busy few days that brought us across the spectrum of both the automotive and watch industries. Meetings with Audi, Porsche, Toyota, Minerva, and emerging players in Vietnam revealed three themes increasingly shaping the future of luxury: electrification without compromise, renewed interest in mechanical craftsmanship, and the rapid rise of Southeast Asia as a luxury market.

Audi S5 and Q3

On Friday, we met with Audi to look over two of its new vehicles: the S5 and the Q3. The S5 is Audi’s classic sports sedan—fast, elegant, and chosen by those who appreciate the marque’s characteristically taut handling and performance without needing excessive flash.

The Audi Q3.

The Q3, meanwhile, is a compact SUV for those who want the Audi experience and functionality but do not require a larger vehicle.

The Nürburgring 24 Hours Watch Party With Toyota and Lexus

Masando Hashimoto, President of Toyota Motor Philippines, at the watch party.

Over the weekend, we were with Toyota and Lexus, watching the start and finish of the gruelling Nürburgring 24 Hours, in which Toyota’s global president, Akio Toyoda, was racing once again. Being the Nürburgring, there were challenges along the way, but the team ultimately crossed the finish line.

Minerva, One of the Few True Manufactures

Minerva Watch

By Monday, we were in Singapore for a meeting with Minerva. Minerva is a historic watchmaker that many consider one of the few true manufactures. The company is separating some of its operations from its parent company, Montblanc, under Richemont.

With Laurent Lecamp, Managing Director of Montblanc Watch Division and CEO of Minerva, wediscussed its future plans and how it intends to bring its pieces to collectors and enthusiasts around the world.

The Porsche Museum to See the Transaxle Era Exhibition and Drive Porsche’s Fastest 911—the Porsche 911 Turbo S

By Wednesday, we were in Stuttgart at the Porsche Museum for a walkthrough of its new Transaxle Era exhibition. The transaxle cars—from the 924 onward—departed from Porsche’s traditional rear-engine layout by placing the engine in front and the drive at the rear. This created better balance and served as a stepping stone toward vehicles such as today’s Panamera and Cayenne.

From Stuttgart, we drove Porsche’s fastest 911 ever—the new 911 Turbo S with its three-electric-motor T-Hybrid system—to Munich. The following day, we drove the newly released Cayenne Coupé Turbo Electric. This SUV-coupé produces more than 1,100 horsepower and is a very different animal from other Porsches, yet it retains the holistic feel that enthusiasts expect from the marque.

Both vehicles can comfortably exceed 250 km/h on unrestricted sections of the Autobahn—the Cayenne Coupé Turbo Electric has a rated top speed of 260 km/h, while the 911 Turbo S reaches 322 km/h—and both accelerate to 100 km/h in just 2.5 seconds. They represent two very different interpretations of Porsche’s identity.

VinFast

The following Monday, we found ourselves in Vietnam. We were there to speak with the very young company VinFast about how it has achieved such rapid expansion on the global stage. VinFast is not yet aiming at the highest end of the market, but it is an excellent example of how quickly Vietnam has evolved as a consumer of goods and how rapidly it has established itself in the automotive world in less than a decade.

I was particularly interested in visiting Vietnam because, over the last year, I have been working with the country in relation to goods and the watch industry. I find its communication strategies among the most forward-thinking and cohesive currently in execution. Vietnam’s luxury market and community have already advanced beyond many others while maintaining a remarkable level of refinement and curation despite the speed of their growth. From a business development perspective, I foresee spending as much time in Vietnam in the coming years as we have historically spent in China.

Funnily enough, while walking through the Porsche Museum in Stuttgart, I heard a Japanese voice call out, somewhat questioningly, “Carl?” It turned out to be Masando Hashimoto, President of Toyota Motor Philippines, whom I had been with only a few days earlier at Lexus Manila.

Carl Cunanan and Masando Hashimoto.

He was at the Porsche Museum because he was heading to the Nürburgring. I was there because I was about to test the new 911 Turbo S and the Cayenne Coupé Turbo Electric. We could not quite determine which one of us was luckier.

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