To commemorate the 50th anniversary of Carroll Shelby's legendary FIA Championship victory, luxury Swiss watch manufacturer Baume et Mercier joined with Shelby International to develop an exclusive line of limited-edition chronographs. Recruited to assist Baume's internal teams with Shelby design and heritage cues, RDLA, led by Michael Holmes, soon become a full strategic and creative partner, responsible for all marketing and communications copy, producing fine art, by RDLA's Hans Sures, for packaging, point of sale and charity auction, designing print collateral, and advising on launch events, narratives and themes.