The synergy between high-performance motorsports and luxury timepieces is long-standing, with watch brands often seeking partnerships that align with their image of precision, innovation, and speed.
In the world of Formula 1, these partnerships are not only a matter of branding but also a testament to the technical prowess of the watchmakers. Here’s a look at the 2024 Formula One teams and their watch sponsors.
Official Timekeeper of Formula 1
Rolex has been the official timepiece sponsor of Formula 1 since December 2012. The brand is prominently displayed at racetracks, most notably with the big Rolex starting clock. Rolex’s multi-year agreement with Formula 1 ensures extensive brand exposure through television broadcasts and other media coverage.
Team-Specific Watch Sponsors
- Red Bull Racing: The team continues its partnership with TAG Heuer, which serves as the Official Timekeeper, Official Watch, and Team Performance Partner.
- Visa Cash App RB Team: Formerly known as AlphaTauri, this team has been rebranded and will now be sponsored by Tudor for the 2024 season. The team, owned by Red Bull GmbH, will feature Tudor branding on their cars and team gear.
- Mercedes AMG Petronas Formula 1 Team: The team is associated with IWC Schaffhausen, which has unveiled a special edition watch ahead of the Miami GP.
- McLaren F1 Team: This team’s watch partner is Richard Mille, known for their sporty and technically advanced timepieces. Drivers Lando Norris and Oscar Piastri will be sporting the Richard Mille RM 67-02.
- Scuderia Ferrari: Drivers Charles Leclerc and Carlos Sainz will continue to wear Richard Mille watches, a brand that has been a long-time partner with the team.
- Aston Martin: The team’s driver, Lance Stroll, is linked with Girard-Perregaux, specifically the Laureato Absolute Chronograph Aston Martin, which incorporates parts of the F1 car.
- BWT Alpine F1: Driver’s Estaben Ocon and Pierre Gasly will be sporting H. Moser & Cie timepieces instead of Bell & Ross.
- Williams Racing: The team is rumored to be associated with Bremont, although this partnership is unconfirmed.
- Stake F1 Kick Sauber: Previously partnered with Rebellion Timepieces, the team currently does not have a watch sponsor as Rebellion has ceased watchmaking activities.
Notable Absences and Speculations
Some teams, such as the MoneyGram Haas F1 Team, do not have a watch sponsor as of the latest information available. It remains to be seen if new partnerships will be announced as the season progresses.
The 2024 Formula 1 season not only promises high-octane racing action but also showcases the prestigious collaborations between the racing teams and luxury watch brands. These partnerships are a celebration of the shared values between the two industries: precision, performance, and the relentless pursuit of excellence. As the season unfolds, fans and watch enthusiasts alike will be keen to spot the latest timepieces adorning the wrists of their favorite drivers – I know I will be!
image sources: supplied
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