Pieric “Rick” dela Croix made a trip to Mexico to announce an all new partnership between Bomberg and Harley Davidson. This exclusive El Sol de Mexico interview reveals his in depth watchmaking experience in the industry and gives details on the new SKULL RIDER BOLT-68 collection. Check out the English translation here.
Or check out the original spanish article here.
Rick de la Croix, in Mexico to announce the partnership between his watch brand and the renowned motorcycle brand
In this interview he told us about his lifestyle and experiences he has had throughout his career.
[caption: The businessman launches an innovative watch whose design holds the philosophy of the Harley Davidson brand]
MILDRED ESTRADA
Rick de la Croix, CEO of Attila Distribution Group, visited our country recently to announce his new partnership between his luxury watch brand Bomberg and the renowned motorcycle brand, Harley Davidson.
With over 20 years of experience in managing luxury watch brands, the businessman believes that authentic watches possess precision and a unique beauty that is evolving over time. In this interview with El Sol de Mexico, he told us his lifestyle and experiences he has had throughout his career.
“All this time has turned my hair grey (jokes). It is a stressful industry, because there is never satisfaction. A timepiece isn’t created to be commercialized, but rather to reflect something more,” said Rick.
During the conversation, the 50-year-old businessman confessed that he is considered a sensitive, authentic and emotional person. His grandfather gave him his first watch and his father gave him a Rolex when he turned 13.
“These days it seems that we live in a time when the cell phone has become a part of us. It’s a lifestyle that unfortunately lacks emotion. That’s why I strive for each of my creations to reflect my experiences and emotions” he explained.
De la Croix believes that Harley Davidson is a brand full of values, which continues to serve people looking for adrenaline and passion in what they do.
“Harley gave me the opportunity to speak with their customers and convey to all the “hoggers” my philosophy and creativity. I think that when you get on a Harley, the rush you get isn’t like anything else and you get addicted to it,” commented the businessman.
“No one uses a watch anymore, they simply look at their cell phone and that’s it. What I want is for people to pay attention to the mechanics and craftsmanship that goes into creating a watch; values like these are slowly losing ground and the world has to be woken up.” declared De la Croix.
The SKULL RIDER BOLT-68 collection is distinguished by its high level of craftsmanship and futuristic features. Its bayonet system patented by Bomberg has a trigger that converts it from a wristwatch into an exclusive pocket watch. As an added bonus, this piece includes an accessory that allows you to place the watch in a motorcycle’s handlebar, providing the wearer with versatility and another innovation.
It is inspired by the world of the motorcycling, the watch represents a reinterpretation of the essential concepts of the brand on a motorcycle where its own skulls are seen as much on the side as on the front, in the color green. Created and developed by its designers, this incredible collection is meant to be a standard and an extension of the person who wears it.
“This is the first collaboration between the two brands and the first wristwatch meant for both pocket watch and motorcycle use, designed with the understanding that when you are riding you cannot see the time. It’s also looks good as an exclusive motorcycle accessory” He explained.
This collection was a dream for Rick, “I am very proud when a passion takes form, and a dream becomes reality. Bomberg is my child, I have made decisions with this brand that have turned it into great challenge, which it is to create a brand that touches the emotions of its clients”, he concluded.
