The Role of Watch Brands in Formula 1

In a sport measured in thousandths of a second, it's no surprise that the world's finest watchmakers have carved out a permanent home in the high-stakes world of Formula 1. But the relationship between watches and F1 isn't just about lap times — it's about legacy, image, engineering, and influence. From multi-million-dollar brand deals to iconic wrist shots on the podium, timepieces have become a central, if sometimes overlooked, part of the sport's DNA.

Formula 1 and high-end watches share a common language: precision, performance, and craftsmanship. Just as F1 cars are engineered with meticulous attention to aerodynamics and materials science, luxury watches are mechanical marvels — often crafted from the same high-tech materials like carbon fiber, titanium, and ceramic composites.

This makes the partnership not only natural but also inevitable. Watchmakers don't simply slap logos on race cars — they embed themselves in the sport's culture, its fashion, and even its technology.

The roots of this connection run deep. In 1969, Swiss driver Jo Siffert became the first F1 driver sponsored by a watch company, striking a pioneering deal with Heuer (before it became TAG Heuer). Heuer not only backed Siffert financially but also gave him a commission on every watch he sold in the paddock — a literal watch salesman on race weekends. The move was groundbreaking and helped lay the blueprint for decades of motorsport marketing.

What's most fascinating is how timepieces have become an integral part of the aesthetic and ritual of F1. In post-race press conferences, drivers subtly display limited-edition pieces. In team photo shoots and global campaigns, watches are as celebrated as the cars themselves. Among fans, spotting a new wristwatch can be as big a moment as catching a fresh helmet design.

These partnerships reinforce Formula 1's identity as more than a sport — it's a luxury experience. Much like champagne on the podium, luxury timepieces have become a symbol of success and elite performance.

As of the 2025 season, seven of the ten teams on the grid feature an official watch sponsor. These aren't minor logo placements — they're full-fledged collaborations, complete with limited-edition releases, team-inspired designs, and brand ambassadorships.

Beyond the teams, the series itself maintains deep ties to the world of watches. For 2025, TAG Heuer has returned as the Official Timekeeper of Formula 1 — a role previously held by Rolex in recent years.

The Legacy of the Rolex Daytona

Of all motorsport-inspired watches, none may be more iconic than the Rolex Daytona. Born in 1963 at the height of American endurance racing, the chronograph was named after the Daytona International Speedway.

In 1992, Rolex became the title sponsor of the Rolex 24 at Daytona, awarding the race-winning drivers not just a trophy, but a Rolex Daytona on the podium — a prize many racers say holds more emotional weight than the hardware itself, as Sonny Hayes.

The Daytona became more than a watch. It became a symbol of victory, durability, and prestige — a piece of motorsport mythology you can wear on your wrist.

That same ethos now lives on in Formula 1. From keeping time during the world's fastest laps to resting on the wrists of world champions, Rolex helped build a cultural bridge between the world of endurance racing and open-wheel Grand Prix.

Drivers as Watch Ambassadors

In today's F1, drivers aren't just brand representatives — they're influencers. Timepieces are part of their image, both on and off the track.

Lewis Hamilton's long-standing relationship with IWC helped define a decade of Mercedes dominance — and his fashion-forward persona. Now at Ferrari, Hamilton joins a paddock full of drivers wearing Richard Mille, including Charles Leclerc, Lando Norris, and Fernando Alonso.

The entire McLaren and Ferrari teams showcase Richard Mille, while Red Bull's dominant run in the hybrid era has been tightly linked with TAG Heuer, a partnership that continues into 2025.

F1: The Movie was not only an excellent racing movie, but it was also a marketing machine built in, with the mock APXgp team generating approximately $40 million in sponsorships for a fictional team. Brands like Mercedes, MSC, Expensify, and, of course, IWC watches. Not only did the watch brand place itself on the racing cars themselves, but the actors wore their signature watches throughout the movie, even creating APXgp-branded watches that the fans of the film can purchase.

Since 1969, a young Swiss driver teamed up with a prestigious Swiss watch brand, igniting a shift in brand collaborations. Watch companies have embraced the thrill, speed, and elegance of Formula 1, sponsoring the sport for over 50 years. For fans, owning a limited-edition timepiece is more than just a stylish accessory; it's a meaningful connection to history, performance, and the craftsmanship of watchmaking.