Richard Mille and Colnago Build a Millionaire's Bike Where Luxury Trumps Sport
Swiss luxury watchmaker Richard Mille has teamed up with Italian bicycle manufacturer Colnago to produce a carbon-frame bicycle that functions more as a luxury objet d'art than a serious sports machine. The collaboration targets wealthy collectors for whom cycling is a lifestyle accessory rather than an athletic pursuit. It is the latest example of elite sport being repackaged as high-end luxury goods.
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