JAGUAR CLASSIC E-TYPE 60TH ANNIVERSARY TOUR

This summer, we were proud to have curated and collaborated on the Jaguar Classic E-type 60 Collection customer and media drive; retracing the E-type’s famous tyre tracks of the launch pilgrimage in 1961 from the factory in Coventry to Geneva Motor Show.

Our goal was to create an event that honoured the spirit of the E-type while offering a modern, luxurious experience for both customers and media. Every detail was meticulously planned—from the selection of routes that echoed the original 1961 journey to the curated stops that offered a blend of history, fine dining, and breathtaking scenery. Instead of the against-the-clock 11 hour sprint that Norman Dewis originally completed in green drophead 77 RW throughout the night - our guests had the luxury of coursing through France, the Swiss Alps, and into Geneva over the course of 5 leisurely days in their immaculate new pairs of E-types, all finished to a tribute specification of those first launched to the world just over 60 years ago.

It was a true joy to see these beautiful cars doing what they do best, and what they were made for; to be driven. This event was a collaboration between Aubrey Peck and Jaguar Classic, bringing together our shared passion for excellence and authenticity. Working closely with Jaguar’s team, we ensured that every aspect of the drive reflected the E-type’s heritage while also catering to the modern-day connoisseur. From the precision of the logistics to the personalised touches that made each participant feel valued, our expertise in bespoke event planning was on full display.