Lamborghini launches lifestyle brand here

Ferruccio Jr, grandson of Lamborghini founder Ferruccio Lamborghini, speaks during a launch event for its luxury apparel and accessory brand Tonino Lamborghini, at Saevit in Seoul, Wednesday. / Yonhap

By Park Jin-hai

Lamborghini has launched its lifestyle brand in Korea, selling luxury products suited for the sports car lifestyle, according to the company Thursday.

Tonino Lamborghini, son of the carmaker’s founder Ferruccio Lamborghini, founded his own luxury apparel and accessories brand in 1981, selling various items including watches, golf accessories and perfume.

“It is a great pleasure to launch our brand here in Korea, the fashion hub of Asia,” said Ferruccio Jr., grandson of the Lamborghini founder, during an inaugural event in Seoul, Wednesday.

“Currently, almost half of our global sales of 400 billion won came from countries in the Asian region,” he said. “I believe Korea will grow into one of our import markets in the near future.”

He also visited Korea to find partners for developing a limited edition Lamborghini smartphone.

The company first started collaborating with IT firms to launch its line of high-tech luxury watches. Last year it launched the limited edition Lamborghini smartphone 88 Tauri, priced at nearly 7 million won.

The Tonino Lamborghini Group also runs five-star hotels across the world, suggesting the premium lifestyle products and services.

Although the luxury sports carmaker was sold to the Volkswagen Group in 2008, the Tonino Lamborghini brand is still run by the Lamborghini family.

The Italian luxury brand plans to open its flagship store in Seoul and focus on the sales of wearable IT devices and IoT products.