Pablo Starr
Pablo Starr
FWO Owner and Editor-in-Chief Pablo Starr is a former musician, screenwriter and author of the novels RNWY: A Space Adventure and Cyberpink (coming to a TV near you). He serves as personal assistant to @OfficialAvaStarr.

Simply Super: Meet Florian Lemberger, Founder of Supercar Owners Circle

Super Man: Meet Florian Lemberger

Represented by Guitar PR.

Florian Lemberger is on speeding ahead of the pack. He founded the Supercar Owners Circle (SOC) in 2014 and currently holds the position of Chief Executive Officer.

Florian has a Masters in Law from University of St. Gallen, a Masters in Finance from London Business School and a MAS in Real Estate from University of Zurich.

But how did he come up with the idea for Supercar Owners Circle? And what makes it different? Read on.

Interview with Florian Lemberger

Q: How did you come up with the idea of SOC?
Florian Lemberger_Founder_(1) copyCars were always a passion of mine, and I wanted to share my interest with likeminded people. I organized the first event in Switzerland in 2014, which was neither a Rally nor a Concours, but a unique combination of the two, for both modern and historic supercars. The feedback was very positive, and I quickly realized that there is a demand for events like ours. It was in November 2015, at our first gathering in London, when some of our founding members expressed their wish to transform SOC into a network for car collectors. We really liked the idea, started to build new partnerships, and over the past two years have grown SOC into a global platform for automotive enthusiasts.

it was neither a Rally nor a Concours, but a unique combination of the two

Q: What is the mission of SOC?
Our mission is to establish SOC as the world’s most exclusive network of car collectors and to offer our members a truly unique and unforgettable supercar experience. Organizing events is just one of the many things we do. Thanks to our great partnerships in the industry we can give our members unique insights, provide access to a wide range of money-can’t-buy experiences, and build personal relationships between collectors and manufacturers.

we provide access to money-can’t-buy experiences

Q: What makes SOC different from other automotive clubs?

I think what differentiates us from other automotive clubs is the fact that we set our standards incredibly high from the very beginning. Our events are carefully curated, and we constantly strive to surpass expectations. Because we only admit limited production specials and rare historic cars at our events, we operate in a niche market without many competitors. When it comes to memberships, we are even more selective, and only invite people who have a collection of special cars.

we only admit limited production specials and rare historic cars

octo-tourbillon-saphir-socQ: This partnership with Bvlgari is showing your commitment to a broad lifestyle vision. What does lifestyle mean to you? And what projects do you plan next?

SOC was created for our members. They are the sole reason why our company exists. When negotiating new partnerships, we always put them first. Our new collaboration with Bvlgari and the creation of the Octo Tourbillon Sapphire SOC Watch is a good example. We love to join forces with best in class brands to offer our members something unique, they couldn’t get elsewhere. We have plenty of ideas and plans for the future. Our dream would be to create a limited car for our members, together with one of our automotive partners.

Our dream would be to create a limited car for our members

Q: What is your favorite classic-car?
My favorite classic car is a Ferrari 250 GT Berlinetta SWB. It’s an extremely beautiful and very iconic car. On top of that, it’s probably one of the most important GT racers of its time.

Q: What is your favorite hypercar?
That’s a tough question, but I think my favorite hypercar is the Mercedes-AMG Project ONE. It’s basically a Formula 1 car for the road, with an extremely efficient engine. We have a very good relationship with Mercedes-AMG and supported this project from the very beginning. Now I can’t wait until the first cars are delivered and some of our members bring them to our events.

I can’t wait until the first Mercedes-AMG Project ONEs are delivered


Learn More

The Supercar Owners Circle

With love,


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