F1 x Watches
Luxury Watch Sponsorship in Formula 1: Precision Meets Performance
In the high-speed world of Formula 1, where every millisecond counts, the sport’s partnerships with luxury watchmakers are more than symbolic; they’re essential. From official timekeeping duties to team-specific sponsorships, F1’s alignment with luxury watch brands underscores a shared commitment to precision, innovation, and prestige.
TAG Heuer Takes Over as Official Timekeeper
In 2025, TAG Heuer became the Official Timekeeper of Formula 1, taking over from Rolex, who held the position since 2013. This landmark 10-year partnership with LVMH reflects Formula 1’s global appeal and TAG Heuer’s legacy of timing innovation.
TAG Heuer’s connection to F1 runs deep. The brand was the first luxury watchmaker to appear on an F1 car in 1969, and it previously served as the official timekeeper between 1992–2003. Today, TAG Heuer not only times every lap of the World Championship but also sponsors the Oracle Red Bull Racing team, highlighting its dual role as a sport-wide and team-specific partner.
Team-Specific Sponsorships: A Prestige Race on the Grid
Luxury watch sponsorship in Formula 1 extends well beyond the official timekeeper. Many brands partner directly with teams, ensuring visibility both on the cars and in the paddock. Here’s when these collaborations began:
- TAG Heuer & Oracle Red Bull Racing: A longstanding partnership that continues in parallel with TAG Heuer’s global timekeeping role.
- IWC Schaffhausen & Mercedes-AMG Petronas: Started in 2013, this collaboration has grown into one of the most enduring partnerships, with a multi-year extension signed in 2022.
- Girard-Perregaux & Aston Martin: Began in 2021, coinciding with Aston Martin’s return to F1 as a works team.
- Richard Mille & McLaren: Launched in 2016 under a 10-year deal, running until around 2026.
- Richard Mille & Ferrari: Signed in 2021, when Ferrari switched from Hublot to Richard Mille.
- Bremont & Williams Racing: Partnered in 2021, with Bremont serving as the Official Timing and Watch Partner.
- Tudor & Visa Cash App RB (VCARB): Started in 2024, marking Tudor’s return to motorsport as a partner of Red Bull’s sister team.
- H. Moser & Cie. & Alpine F1 Team: Announced in 2024 as part of a wider Alpine Motorsports partnership, spanning F1, endurance, and academy racing.
- Casio: Historically associated with Red Bull Racing, especially in the 2000s and 2010s, with periodic renewals.
The History of Timekeeping in Formula 1
Luxury watch sponsorships in F1 are not new. Heuer (TAG Heuer’s predecessor) was a pioneer, timing races as early as the late 1960s. Over the decades, names like Longines, Seiko, and Bulova have also left their mark on the sport, each bringing its own interpretation of accuracy and design.
The consistent presence of watch brands in F1 reflects the sport’s alignment with precision, innovation, and heritage, values shared by both industries.
Why This Sponsorship Matters
- Prestige & Legacy: Luxury watchmakers elevate their brands by associating with the pinnacle of motorsport.
- Global Visibility: Formula 1 reaches millions of viewers worldwide, making it a powerful platform for storytelling.
- Shared Values: Speed, accuracy, and innovation are core to both F1 and watchmaking.
- Exclusivity & Collectibility: Team collaborations often inspire limited-edition timepieces, coveted by fans and collectors alike.
Conclusion: The Timeless Appeal of F1 & Watches
From Rolex’s decade-long stewardship to TAG Heuer’s return as Formula 1’s official timekeeper, and the many team partnerships across the grid, watch sponsorship is inseparable from the sport. These collaborations highlight that in Formula 1, as in watchmaking, every second tells a story.