5 Remarkable Formula One and Watchmaker Partnerships
Formula One, known as the highest class of open-wheel single-seater racing, is more than just the pinnacle of motorsport. A global stage with only the most elite drivers, cutting-edge engineering, and storied circuits, it’s the rare arena where excellence isn’t optional—it’s a requirement.
It’s hardly surprising that the world’s most prestigious watch houses are eager to claim their place on the grid. Many top maisons have been involved in the sport one way or another, from timepieces spotted on the wrists of drivers to full-throttle team sponsorships. Below, we explore the most iconic collaborations—a treat for those who live for both motorsport and masterful watchmaking.
IWC and Mercedes-AMG Petronas
IWC Schaffhausen’s involvement in Formula 1 became more known among the general public through the recent F1 movie starring Brad Pitt. Eagle-eyed viewers may have noticed that IWC sponsored the fictional Expensify APX GP F1 Team, with its logo plastered on the car’s front wing.
Since 2013, IWC Schaffhausen has been the Official Engineering Partner of the Mercedes-AMG Petronas F1 Team. The Swiss maison’s involvement in the sport coincided with none other than Lewis Hamilton, then a Mercedes driver, taking on the role of producer for the F1 film.
IWC boasts the rare distinction of having its timepieces worn by two Formula One World Champions: the seven-time titleholder Hamilton and Nico Rosberg, who spent eleven and six years with the team, respectively.
The 12-year partnership has also seen the creation of two team watches. The Pilot’s Watch Chronograph 41 Edition (ref. IW388108) comes in the signature teal color of the German team, while the Pilot’s Performance Chronograph 41 (ref. IW388306) has a 41-millimetre Ceratanium® case, sleek black strap, and nickel noir finishing.
Richard Mille and Ferrari
Richard Mille’s high-tech timepieces are often likened to racing machines for one’s wrist. “Richard Mille has always, since its inception, been viewed as the F1 of watchmaking, the inspiration of materials and technology found in Formula One being applied to produce extremely technical, ergonomic, and light timepieces,” said Tim Malachard, the brand’s Marketing Director. The Swiss watch house’s presence in Formula One is thus not just understandable, but expected.
In 2021, Richard Mille replaced Hublot as the partner of Scuderia Ferrari. The multi-year partnership with Ferrari has resulted in the joint development of exclusive, limited-edition watches. These have been seen on the wrists of Charles Leclerc, Carlos Sainz Jr., and, more recently, Lewis Hamilton.
Among these watches is the RM 43-01 Tourbillon Split-Seconds Chronograph Ferrari, released earlier this year, and dubbed a “Ferrari on the wrist.” The RM 43-01 is an homage to Maranello’s racing DNA. With only 150 pieces created (75 pieces in Carbon TPT® and 75 pieces in microblasted titanium and Carbon TPT®), the limited-edition watch is indeed as coveted as a Ferrari itself.
Girard-Perregaux and Aston Martin
When Aston Martin returned to Formula One in 2021, now sporting the iconic British racing green, it boasted a new partnership with Girard-Perregaux. “This was not merely a case of putting Aston Martin’s name on one of our watches. This watch is the impressive outcome of two companies synergistically working together,” said Patrick Pruniaux, the watch house’s CEO.
The partnership between the Swiss watch manufacturer and British racing team has yielded eight co-designed timepieces, each accentuated by a remarkable shade of green.
The Laureato Chronograph Aston Martin Edition (ref. 81020-21-3398-1CM), in particular, is housed in a 42-mm titanium case and is endowed with a distinct green dial. The dial is iridescent—depending on the light, it can either appear as a subtle sea green or a light ombré. This was achieved through 15 thin layers of automotive paint, executed to perfection.
TAG Heuer and Ayrton Senna
Who better embodies TAG Heuer’s slogan than Ayrton Senna himself? In a 1990 interview, the three-time Formula 1 World Champion stated, “I’m not designed to come second or third. I’m designed to win.” Decades after his death, Senna’s impact on the Swiss watchmaker remains.
Their relationship began with Senna’s move to McLaren-Honda in 1988. After clinching the World Championship, Senna became the brand’s golden boy and ambassador. At the beginning of the 1989 season, Senna was spotted wearing the TAG Heuer Series 2000 Automatic Chronograph (ref. 165.806), with a 37 mm stainless steel and gold-plated case. Later in the year, Senna became fond of the S/EL Chronograph (ref. S25.706C/CG1123), which he wore on and off the racetrack.
In 1994, merely days before his fatal accident, it was said that Ayrton had finally agreed to launch the Senna-edition 6000 Series. While his death initially delayed the watch’s launch, the Senna Foundation later decided to proceed with the timepiece, with part of the sales going to Ayrton’s foundation.
Tudor and Racing Bulls Formula One Team
While Tudor is more famously known for crafting rugged tool watches for military use and deep-sea divers, the brand’s impact extends to the world of motorsport. In the 1960s, Tudor sponsored the Japan-based Tudor Watch Racing Team, which featured legendary drivers Jiro Yoneyama and Tomohiko Tsutsumi. Though less publicized, this chapter exemplifies Tudor’s longstanding connection to performance and speed.
Tudor recently entered the Formula One scene with its sponsorship of the Racing Bulls Formula One Team. Though Racing Bulls, or VCARB, as they’re known among fans, is a relatively young team, the lineup shows great promise, with French driver Isack Hadjar clinching his first podium at the recent Dutch Grand Prix.
The watchmaker’s red shield appears on the car’s front wing—signalling a partnership that’s as strategic as it is symbolic. At the center of this partnership is the Black Bay Chrono, a striking limited-edition timepiece. The racing white dial is surrounded by a prominent blue ring and is housed in a full carbon fiber case. The timepiece mirrors the 2025 VCARB livery. Only 2,025 pieces were produced, each individually numbered and distinct in its own way.