The F1 Teams and their watch sponsors

TAG Heuer: The New Official Timekeeper of F1!

Since 2012, Rolex has been Formula 1's official timepiece sponsor, but starting in 2025, TAG Heuer will take over as the Official Timekeeper—a major shift in F1's timing partnership. TAG Heuer's F1 history dates back to 1969, when it became the first luxury brand on an F1 car. In 1971, it sponsored Scuderia Ferrari and later served as F1's Official Timekeeper from 1992 to 2003.

Its return in 2025 comes as part of a $100M-per-year, 10-year deal between Formula 1 and LVMH, TAG Heuer’s parent company, also involving Louis Vuitton and Moët Hennessy. As Official Timekeeper, TAG Heuer will have a strong presence on and off the track through branding, fan activations, and exclusive product releases—reinforcing its legacy of precision and innovation in motorsport.

The Racing teams and their Watch Sponsors

Almost all the racing teams that are active in the F1 have their own watch sponsor, with some racing drivers even having their own designated watch. Let’s take a look at the starting grid!

TAG Heuer - Red Bull Racing

The Red Bull Racing team is sponsored by the watch brand Tag Heuer. This brand has a long lasting history in the motorsport and somehow ended up on the wrists of Max Verstappen, Sergio Perez and their reserve driver Daniel Ricciardo. They have already been the sponsor of the team since 2016 and have been seen on the wrist of many Grand Prix winners and even a multiple time Formula 1 World Champion! 

Richard Mille – McLaren & Ferrari

Richard Mille has only been around since 2001, but is a well-known sponsor of the teams McLaren and Ferrari. Richard Mille has produced a number of watches to commemorate this partnership. For instance, the RM50-03 ‘McLaren’. This is a typical Richard Mille watch with a carbon fibre case and a colour scheme which matches the McLaren F1 Team's. In the year 2021 Ferrari parted with their sponsor Hublot, which made place for the brand Richard Mille. There are some very exclusive pieces produced because of this partnership. The most infamous watch is probably the RM UP-01 Ferrari. This is the thinnest watch ever produced, with a thickness nothing more than 1.75mm!

IWC Schaffhausen – Mercedes

IWC remains the proud partner of the Mercedes-AMG Petronas F1 Team, commemorating this partnership with striking timepieces often seen on the starting grid. One of the most recognized watches on the wrist of their top driver, Lewis Hamilton, has been the IWC Ingenieur Chronograph Lewis Hamilton Edition, an automatic 45mm timepiece designed with a sporty aesthetic to match the dynamic nature of the sport. Another notable model is the IWC Pilot’s Automatic 36 George Russell Edition, a sleek chronograph frequently spotted on a white rubber strap.

Looking ahead to the 2025 season, IWC will mark its ongoing partnership with Mercedes-AMG Petronas F1 by introducing a brand-new team watch. However, with Lewis Hamilton’s departure to Ferrari, IWC has confirmed that it will not continue its official sponsorship of the seven-time world champion. While we extend our best wishes to Hamilton in this next chapter of his career, IWC remains committed to its long-standing relationship with Mercedes-AMG Petronas and looks forward to further strengthening its presence within Formula 1.

Girard-Perregaux – Aston Martin

While Girard-Perregaux is not that widely presented on the wrists of enthusiasts, with the collaboration with Aston Martin F1 team they hit the sweet spot of sportiness and elegance. They produced a Sporty variation of the so-called Laureato series. This piece ended up to be a sporty chronograph on a canvas strap called the Girard-Perregaux Laureato Absolute. It is constructed of race-ready carbon-titanium alloy and come’s in Aston Martin’s signature green colourway.

H. Moser & Cie – Alpine Motosports

With Alpine formerly racing with watches from Bell & Ross on their wrist, the 2024 season has started with an other watchbrand on their wrists. This is not just a watchbrand, it is H. Moser & Cie. This brand is already producing watches since 1828, and is therefore one of the oldest Swiss watchbrands around. They are known for their small-scale releases with exquisite craftsmanship. An example of this is their Swiss Alp watch. This is a watch made to look like an apple watch, which runs on an in-house hand-crafted tourbuillon movement. The watch that the Ocon and Gasly will be wearing is probably the H. Moser & Cie Streamliner Perpetual Calendar priced at close to €50.000!

Tudor- Visa Cash App Racing Bulls Formula One Team.

With the team name changing to Visa Cash App Racing Bulls Formula One Team in 2025, the team has also partnered with a new official watch sponsor: Tudor. This isn't Tudor's first foray into Formula 1, as the brand has previously been involved in the sport.

There was much speculation about which timepiece the team’s new driver lineup would be sporting this season. The answer? The Tudor Black Bay Ceramic Chronometer, a striking timepiece with a bold and refined dial that perfectly matches the high-performance spirit of Formula 1.

Brands who parted with the F1

Unfortunately we have lost some well-known watch brands at the F1 trackside. Let’s start with Hublot. Their partnership with Scuderia Ferrari ended in 2021, and unfortunately, we have not seen them collaborating with any other F1 Racing team at this moment. Oris has produced a great number of watches, because of their partnership with the F1 team Williams Racing. In 2018 Oris could unfortunately not sponsor the F1 anymore because their focus shifted to environmental conservation. A little bit longer ago, Tissot has sponsored the F1 Team Lotus. This had some great drivers like Nigel Mansel and Mario Adretti wearing Tissot’s between 1979 and 1982. 

The future

Most of the Formula 1 teams have a multi-year contract with their sponsors, but there are still some teams that don’t have a watch brand as official sponsor at this time. Haas doesn’t have a sponsorship with a watch brand at this moment, so we are looking forward to seeing what the future might bring for these teams. We also hope that the watch brands that are partnered with some great F1 teams keep developing new and collectible watches for their collaboration.

If you want to find out more about the F1 Teams and their watchsponsors as of today, make sure you take a look at the following articles!