Watch Brand Sponsorships in Formula 1 for 2024

As we rev up for the 2024 Formula 1 season beginning next month, the anticipation is palpable with a packed schedule of 24 races on the horizon. This year brings intriguing changes in team dynamics and sponsorships, notably in watch brand collaborations with F1 teams. This article, inspired by the detailed coverage from Fratello Watches, aims to present a comprehensive overview of these partnerships, offering insights into each team's alignment with their respective watch sponsors.

FORMULA 1 GLOBAL PARTNER AND OFFICIAL TIMEKEEPER — ROLEX (SINCE 2013)

Luxury watches have been a staple in the F1 paddock for decades, with Rolex currently holding the prestigious title of Official Timekeeper. The journey of watch branding in F1 is storied, tracing back to the 1960s with Heuer and later involving Longines and TAG Heuer, before Rolex took the helm in 2013. While Rolex does not sponsor any active team or driver, it plays a crucial role in ensuring the accuracy and reliability of race timing, a responsibility akin to Omega's at the Olympics.

RED BULL RACING — TAG HEUER (SINCE 2016)

Red Bull Racing continues its partnership with TAG Heuer, a collaboration that has seen significant moments, including Max Verstappen's rise as a formidable champion. Despite their success on the track, there's a sense that TAG Heuer could further leverage this relationship in their watch offerings.

MERCEDES — IWC SCHAFFHAUSEN (SINCE 2013)

The alliance between Mercedes and IWC Schaffhausen has flourished, marked by innovative marketing and special edition timepieces. However, with Lewis Hamilton's impending departure, the future of this partnership's visibility remains a topic of speculation.

FERRARI — RICHARD MILLE (SINCE 2021)

Ferrari's partnership with Richard Mille brings together two powerhouses in luxury and performance, highlighted by the ultra-thin RM UP-01 Ferrari watch. The anticipation for future collaborations, especially with Lewis Hamilton joining Ferrari, is high.

MCLAREN — RICHARD MILLE (SINCE 2016)

Richard Mille's association with McLaren emphasizes luxury and technological innovation, with the brand's commitment to producing high-end, durable timepieces for the sport's elite.

ASTON MARTIN ARAMCO — GIRARD-PERREGAUX (SINCE 2021)

Girard-Perregaux and Aston Martin's collaboration has matured, producing watches that capture the essence of the iconic car brand. This partnership symbolizes a fusion of heritage and modernity in both automotive and horological realms.

ALPINE — H. MOSER & CIE. (SINCE 2024)

The fresh partnership between Alpine and H. Moser & Cie. marks a surprising yet intriguing collaboration, bringing a touch of elegance and traditional craftsmanship to the high-octane world of Formula 1.

VISA CASH APP RB — TUDOR (SINCE 2024)

Tudor's new partnership with the team formerly known as Scuderia AlphaTauri, now Visa Cash App RB, introduces a fresh dynamic into F1's sponsorship landscape, with expectations for co-branded timepieces in the near future.

KICK SAUBER — NO WATCH SPONSOR (FORMERLY REBELLION TIMEPIECES 2022–2023)

With Rebellion Timepieces ceasing its operations, Kick Sauber finds itself in search of a new watch sponsor, reflecting the fluid nature of brand collaborations in F1.

WILLIAMS — NO WATCH SPONSOR (FORMERLY BREMONT 2021–2023)

Williams enters the 2024 season without a watch sponsor, marking a transitional period for the team as it seeks new partnerships.

HAAS — NO WATCH SPONSOR

Haas continues without a watch brand partnership, highlighting the challenges and opportunities for sponsorships in the competitive environment of Formula 1.

As we gear up for an electrifying 2024 season, the interplay between F1 teams and their watch sponsors remains a fascinating aspect of the sport's commercial and aesthetic appeal. These partnerships not only underscore the shared values of precision, performance, and luxury but also enrich the fan experience with a touch of glamour and sophistication.