Bentley Motors has taken car customization to new heights.
Seven buyers of a special edition $298,000 Bentley Continental GT Speed not only received a matching watch, but went on a spine-tingling ride with the Breitling aerobatic jet team.
Bentley's custom Mulliner team last year launched the Continental GT Speed Breitling Jet Team Series car, which is a design mashup between Bentley, Swiss watchmaker Breitling, and the Breitling-sponsored jet team that performs at air shows around the country.
Each of the seven cars, inspired by the seven jets on the team, has a silver-over-gray paint job and Breitling's signature Pantone yellow accents inside and out. They each took a year to build.
But the car's other selling point is speed — both on the ground and in the air. When the buyers received their cars, each also got a ride in the Breitling jet that inspired their vehicle.
CNBC's "Secret Lives of the Super Rich" tagged along with John Simonian, who purchased the first Breitling Jet Team Bentley. Simonian, a Beverly Hills watch tycoon, has long been a repeat customer of both Bentley and Breitling. So when he heard about the car, he was instantly sold.
"About a year ago, the boss of Breitling told me about the project and I jumped in," Simonian told "Secret Lives." "Both brands have come together to make a beautiful car."
The car was delivered to Simonian at the Boeing Seafair Air Show in Seattle, lined up on the tarmac with the Breitling jets. Before driving off in his car, Simonian donned a flight suit and helmet and enjoyed a 30-minute joy ride in a jet-team plane, sometimes reaching 500 mph.
He also got a $10,000 limited-edition Breitling timepiece. Beyond the thrill of the flight and the watch, Simonian said his new Bentley is a way for him to stand out.
"Today, it's about being unique and being different," he said. "Only six other guys in the world will have the same car as I do. It's nice, driving down the street, not seeing 50 more cars that look exactly the same as you."
"Secret Lives of the Super Rich" airs Wednesdays at 10:30 p.m. ET.