There’s no sport quite like Formula 1. It’s high-octane, precision-driven, and unapologetically glamorous. Beyond the roar of the engines and the glint of carbon fibre lies a quieter symbol of status and performance: the luxury watch. From the pit lane to the podium, timepieces have become an integral part of the F1 story - both as technical instruments and icons of style.
At its core, both Formula 1 and horology share an obsession with accuracy, with races often being won or lost by a thousandth of a second - the same unit a chronograph can measure.
For watch brands, aligning with F1 is more than just a sponsorship deal; it’s a declaration of shared values: innovation, precision engineering, and elite performance.
Formula 1 and TAG Heuer have entered a new chapter with the announcement that the luxury watch brand will be the official timekeeper of the sport starting in 2025.
This marks the beginning of a 10-year partnership, celebrating both the 75th anniversary of Formula 1 and the brand’s long-standing legacy in motorsport. TAG Heuer's connection to F1 dates back to 1969 when it became the first luxury brand to have its logo appear on an F1 car, followed by becoming the first to sponsor a team in 1971.
This return to the sport underscores TAG Heuer’s commitment to precision, performance, and the thrill of motorsport, making it the ideal partner to time the world’s fastest and most prestigious racing series.
Rolex and Formula 1 have shared a prestigious partnership since 2013, with the luxury watchmaker becoming deeply integrated into the fabric of the sport. This collaboration reflects Rolex’s unwavering commitment to precision, performance, and timeless design - values that resonate with the high-speed, high-stakes world of Formula 1.
Rather than focusing on a single team, Rolex has aligned itself with the sport as a whole, placing its name at the heart of every Grand Prix. This strategic partnership reinforces Rolex’s reputation as a symbol of excellence, mirroring the precision and innovation that define the thrill of motorsport. Through this alliance, Rolex continues to strengthen its legacy, seamlessly blending speed, style, and engineering prowess.
As the sport continues to evolve, the Rolex name is synonymous with the dedication and craftsmanship required to achieve the ultimate in performance, creating a lasting connection between luxury and racing at the highest level.
Richard Mille’s entry into Formula 1 has redefined luxury watches, making them as much a symbol of performance as they are of exclusivity. Known for their futuristic designs, ultra-light materials, and sky-high price tags,
Richard Mille timepieces have become the go-to for top drivers like Charles Leclerc, Fernando Alonso, and now, Oscar Piastri. The young Australian, driving for McLaren, represents the next generation of F1 talent - calm, composed, and incredibly fast - and has already been spotted wearing a Richard Mille.
His partnership with the brand highlights its connection to the rising stars of the sport, embodying a fusion of precision, innovation, and luxury that is as much about racing as it is about aspiration.
Watch partnerships in Formula 1 go far beyond branding - they often result in bold, limited-edition timepieces that fuse the DNA of motorsport with high horology. These watches aren’t just collectibles; they’re mechanical homages to speed, precision, and engineering excellence.
Take IWC and Mercedes-AMG Petronas - a long-standing collaboration rooted in understated performance. Their timepieces use technical materials like titanium and Ceratanium, echoing the team's efficiency and innovation on the track. These are tools for professionals, not just trophies.
On the other end of the spectrum, Hublot’s partnership with Ferrari was all about dramatic design. With models like the MP-05 LaFerrari, Hublot channelled the curves, materials, and energy of the supercar world directly into watchmaking—visually bold and technically daring.
In the end, Formula 1 provides a great platform for luxury watchmakers, offering strong visibility, exclusivity, and a shared focus on precision and performance. Through limited-edition timepieces or the sport's high-end lifestyle, F1 and luxury watches align well, reflecting a combination of innovation, craftsmanship, and the importance of timing.
For both brands and collectors, it’s more than just a collaboration - it’s a recognition of quality, where every second matters, both on the track and on the wrist. The connection between motorsport and horology continues to grow, solidifying their place in the world of luxury and high performance.
At BQ Watches, we take pride in offering a meticulously curated selection of pre-loved luxury timepieces, and we're here to help you find the perfect one. At BQ Watches, we provide a luxury showroom experience featuring an extensive selection of prestigious brands. Whether you prefer to browse online or visit our London showroom, our knowledgeable staff is here to guide you every step of the way, ensuring you find the ideal timepiece to suit your style and needs.
At BQ Watches, we're here to help you find your perfect watch. If you don’t spot your ideal timepiece in our current inventory, don’t hesitate to reach out to our team. With our extensive sourcing services, we’re dedicated to helping you track down your dream watch. Get in touch with the BQ Watches team today and let’s talk watches!
