Mate Rimac says supercars are entering a “Swiss Watch Phase,” with wealthy buyers still willing to pay for combustion engines, craftsmanship and a sense of character. The Bugatti CEO says electric power will dominate the mainstream market, but the top end is moving differently.
He compares the market to mechanical Swiss watches, which wealthy buyers still buy in part for craftsmanship, exclusivity and emotion rather than pure function. In the same way, he says affluent supercar customers are not only chasing speed; they are paying for something that feels uniquely theirs.
Swiss Watch Phase
Rimac’s comparison centers on a split in demand. Electric power is taking the broad market, while wealthy enthusiasts may keep demanding combustion engines for their sound, character and mechanical involvement. That leaves the highest-priced cars serving a narrower buyer who still wants mechanical sensation, not just performance figures.
At this level, he says a supercar becomes less about technology and more about owning something genuinely special. The phrase “Swiss Watch Phase” captures that shift: not mass appeal, but rarity, tactile detail and a product that signals taste through the way it is built.
Personalisation and bespoke details
That preference is already showing up in the way buyers spend. The average customer reportedly adds another $600,000 to $700,000 for bespoke finishes and details, a figure that puts personalisation at the center of the transaction rather than at the edge of it. The appetite for individuality is also driving one-off creations.
For buyers, that means the decision is no longer only about choosing a model. It is also about how far the car can be tailored, and whether the maker can deliver a machine that feels distinct enough to justify the extra spend. Rimac’s view points to a market where exclusivity, not volume, is becoming the main product.
What he does not lay out is a specific new model or powertrain plan. The immediate takeaway is narrower and more concrete: the top of the supercar market is being shaped by personalization, mechanical character and the willingness of wealthy buyers to pay far beyond the sticker price for both.
