On May 7, 2024, in Gaydon, Aston Martin was honored with the prestigious King’s Award for Enterprise, recognizing its innovative approach to manufacturing bespoke leather interiors. The award applauds the luxury carmaker’s unique combination of handcrafted techniques and cutting-edge technology.
Aston Martin has developed and patented a new method for perforating and quilting leather, which enhances both the aesthetic and functional aspects of their ultra-luxury seats. This new technology allows for the creation of custom patterns in the perforated holes of the leather seats, tailored to individual customer designs—a feat not achievable with conventional tooling.
Lawrence Stroll, Executive Chairman of Aston Martin, expressed his pride in the recognition, stating, “This King’s Award for Enterprise not only celebrates the creativity and skill of our artisans but also underscores the excellence of Aston Martin’s custom interiors.” He further highlighted how the fusion of traditional craftsmanship with modern manufacturing techniques has enabled the brand to offer unparalleled personalization without compromising the functionality of their seating technology.
The King’s Awards for Enterprise, originally established in 1965 as The Queen’s Awards for Enterprise and renamed to reflect the transition of royal patronage, are the UK’s most esteemed business accolades. Aston Martin’s receipt of this award, their third since 1998, allows them to use the distinguished King’s Awards Emblem for the next five years, continuing to showcase their commitment to innovation and quality in the luxury automotive industry.
