Best of The Old and New
Morgan cars and fragrance house Gruhme team up to offer a very British accompaniment to the sports car makers heritage
Article by Rupert Watkins
Launched this month is a very British partnership between Morgan sports cars and Gruhme – a rising star of new men’s fragrances. A collaboration between the old and the new, Morgan was founded in 1909 with Gruhme starting in 2013, the result is a fresh, masculine scent that encapsulates the panache and style of this revered motoring company.
Keeping the clean, minimalist design of Gruhme’s other bottles but with the Morgan badge front and centre this will be a good looking addition to any chap’s dressing table. The scent is Gruhme’s No14. With top notes of lemon, bergamot and juniper it is a slightly higher concentration of ingredients from the firm’s original fragrance (hence 14 as in 14 per cent). The result is an uplifting, sharp and crisp scent that works throughout the day and evening.
With both companies sharing links to Malvern – Morgan cars is based there whilst Gruhme founder Rob Hallmark was educated there – this team up shows the continuing momentum in the Made in Britain concept as savvy consumers seek out the different and reject the larger mass luxury conglomerates. As Rob comments, “From the outset of our discussions with Morgan we were excited to showcase the synergies between our brands. The Morgan design has such a classic timelessness that this newcomer Gruhme brand was still able to dovetail elegantly into their ethos and aesthetics.”
The collaboration was rolled out at a stylish little soiree on December 1st at Birmingham’s Hotel du Vin. With one of Morgan’s new Aero 8’s on display Jon Wells, Morgan Head of Design said, “Gruhme presented the new fragrance very well, highlighting the synergies between our brands and confirming our decision to undertake this partnership.”