Sometimes the seas part in unexpected ways. Just when you thought the world of luxury timepieces was as specialized (and niche) as it could get, Invicta Watch Group decides to rip the hour hand off the dial and pour it straight into a glass. This summer, Invicta is making waves—quite literally—by launching Invicta Tequila, a new private-label spirit developed in collaboration with the travel retail curator Starboard Group and crafted by the acclaimed Casa Maestri Distillery in Jalisco, Mexico.
This isn’t some sideline vanity project, either. The tequila, a product of NOM 1438, will debut exclusively onboard 26 cruise ships worldwide starting this summer—giving seafaring guests the first (and only) chance to sip the spirit before it hits any other shores. Think of it as an at-sea collectible: as ephemeral and shimmering as sunlight dancing off the ocean, yet rooted in centuries-old Mexican craft.
Please, imagine stepping onto the deck of a ship slicing through Caribbean blue, a salty breeze in your hair, and a golden pour of Invicta Tequila glowing in your hand. This isn’t your average beachside margarita mixer. Invicta’s tequila is a single-minded celebration of craftsmanship, reflecting the same obsessive attention to detail that goes into the brand’s watches. It’s an unexpected marriage of two seemingly distant worlds—precision timekeeping and agave alchemy—bound together by an ethos of bold design and a love of meticulous craft.
Casa Maestri CEO and co-founder Celia V. Maestri describes it as a labor of devotion: “We nurture our agave fields with the utmost care and use traditional production methods to ensure every bottle of Invicta meets the highest standards and reflects the brand’s bold spirit.”
For Starboard Group, this launch marks a milestone: their first time steering a branded premium spirit from concept to shelf. It’s more than a retail move; it’s an evolution into brand building and experiential design at sea. “We are thrilled to debut Invicta Tequila exclusively onboard and give guests a chance to experience it before anyone else in the world,” said Lisa Bauer, Starboard’s president and CEO.
Invicta CEO Eyal Lalo sums it up with characteristic swagger: “Our fans are passionate about the brand and excited to engage with us across a growing array of lifestyle products and exclusive experiences.”
In other words: forget just wearing time on your wrist. With Invicta Tequila, you can taste it.
Invicta Tequila will be available exclusively onboard 26 cruise ships beginning this summer.
