A new festival is trying to do for car and watch collectors what Coachella did for music fans. Time To Drive Car & Watch Fest arrives in Miami November 6 through 8, and it wants to be the weekend where automotive obsession and horology stop living in separate worlds.
The event comes from 0260, the Miami-based lifestyle brand built inside music executive Lex Borrero's NEON16 ecosystem. Borrero was named GQ's 2025 Watch Collector of the Year, and he co-founded Time To Drive with Perri Dash, co-host of the Wrist Check podcast. Miami has hosted car meets and watch pop-ups before, but nothing has attempted to fuse the two audiences at this scale. Industry outlets have already drawn comparisons to Monterey Car Week and Watches & Wonders, the two biggest fixtures on the collector calendar, according to Robb Report. Robb Report
Lex Borrero and Perri Dash Build a Weekend Around Belonging
The festival splits across two venues. It opens November 6 with Driver's Seat, a separately ticketed track day at The Concours Club featuring four decades of performance cars. The main event follows November 7 and 8 at Mana Wynwood, where organizers expect up to 4,000 attendees each day. Borrero has framed the entire weekend around a specific idea, saying "at 0260, we believe belonging is the new luxury, and the strongest brands of the future will be those that create genuine communities." Dash has described the pairing of the two collector worlds as a natural fit given how closely automotive and watch culture have always run together. WatchPro
Confirmed brands so far include Porsche, Ferrari, Lamborghini and Mercedes-Benz on the automotive side, with Chopard, Jacob & Co., Grand Seiko and Zenith representing horology. The lineup of vehicles on display carries its own résumé. Organizers have confirmed the modified Maybach from Jay-Z and Kanye West's "Otis" video, the Porsche 964 Turbo from Bad Boys, and the Daytona-winning Porsche fielded by Penske Motorsports. Assouline is expected to debut its forthcoming Porsche title at the festival as well, giving the publishing house a preview slot inside a weekend built for exactly that kind of crossover audience.
Mana Wynwood Hosts a Festival Built Around Seven Destinations
Rather than traditional trade booths, Time To Drive is structured around seven themed zones, including Icons of Stuttgart, focused on Porsche and Mercedes-Benz engineering history, and Festival of Champions, covering motorsport traditions from Le Mans to Goodwood. Programming will also include panel discussions, live podcast recordings and keynote conversations on design, collecting and the business side of luxury, with confirmed guests including Spike Feresten, Larry Chen and Matt Farah.
Tickets are on sale now starting at $45. Press registration is open for outlets covering the weekend.
Miami has absorbed a steady stream of luxury and collector events in recent years, from Miami Art Week spinoffs to the city's growing watch club scene. Time To Drive is betting that cars and watches, two categories that have always overlapped in practice but rarely in programming, can support a festival of their own. Whether it becomes an annual fixture will depend on what happens once the doors open at Mana Wynwood in November.
