When not showing off their latest models at one of the major motor shows, manufacturers come up with all manner of places to host the press as they pull the covers off their latest car. Locations have ranged from factories to inner-city hotels and even on board ships.

The global premiere for the Mercedes GLC was another one that was hosted somewhere a little different - in this case the Hugo Boss headquarters just outside Stuttgart in Germany.

If you watch Formula 1 then you might be aware of the fact that Hugo Boss and Mercedes have a bit of an existing relationship - the fashion brand’s name appears on the side of Hamilton's and Rosberg’s cars, and the two companies are officially partners.

It makes sense in many ways - both are aspirational, German brands, and there is a large amount of crossover in their target markets of affluent, style-conscious and probably more mature buyers.

As a result of taking up a large amount of Hugo Boss’s HQ, a large chunk of the press conference that was supposed to be heralding the arrival of the C-Class based BMW X3 rival was then handed over to Ola Kallenius and Hugo Boss CEO, Claus-Dietrich Lahrs.

What followed was a series of observations that were supposed to illustrate the links between the two companies. Both spoke of their recent growth in the Chinese market, and the importance of China to their futures, and both talked of their relationship with the customer.