Formula 1 stands as one of the most esteemed motorsport events globally, captivating millions of fans and viewers. This exciting sport exemplifies speed, precision, and engineering brilliance, attracting brands that wish to align themselves with excellence. Among various sponsorship avenues, watch sponsorship has emerged as particularly significant, intertwining luxury with performance and prestige.

A Historic Partnership: F1 and Watches

The alliance between F1 and watch brands spans several decades, rooted in shared values of precision and innovation. Iconic watchmakers such as Rolex, TAG Heuer, IWC and Richard Mille have long been associated with F1, enhancing their status as luxury brands and solidifying their presence in motorsport.

Rolex’s role as the official timekeeper of Formula 1 began in 2013, underscoring a commitment to luxury and performance. However, as of 2025, there has been a notable shift. TAG Heuer has returned as the Official Timekeeper of Formula 1, replacing Rolex under a new 10-year partnership with LVMH, the parent company of TAG Heuer. This agreement, valued at over $100 million annually, commenced on January 1, 2025, marking a significant change in F1’s sponsorship landscape.

The Mutual Benefits: For F1 and Watch Brands

The symbiotic relationship between F1 and watch brands offers numerous advantages. For F1, partnerships with esteemed brands like TAG Heuer enhance credibility, signaling the sport’s alignment with premium, elite brands and elevating its prestige.

For watch brands, F1 sponsorship provides direct engagement with a passionate, affluent, and global audience. F1 fans exhibit high levels of loyalty and purchasing power, making them an ideal demographic for luxury watchmakers. The partnership also allows watch brands to integrate into F1’s culture by sponsoring events, podium ceremonies, and associating with top drivers, deepening their connection with the F1 community.

Driving Brand Awareness: The Global Reach of F1

F1’s extensive global reach offers an unparalleled platform for brand visibility. The sport attracts a diverse audience, with recent data indicating that 42% of fans are under 35, and 41% are female, highlighting F1’s appeal to younger and more diverse demographics.

During race weekends, viewers worldwide witness watch brands prominently displayed—on drivers’ wrists, official timekeeping systems, and trackside placements. The association with F1’s excitement and glamour further elevates the profile of watch brands, reinforcing their status as symbols of precision and luxury.

Emotional Connection: Aligning with F1’s Core Values

Partnering with F1 allows watch brands to tap into the deep emotional connection fans have with the sport. F1 represents human ingenuity, cutting-edge technology, and the relentless pursuit of excellence—values that resonate with luxury watchmaking. By aligning with F1, watch brands reinforce their image as paragons of precision engineering and luxury, enhancing their appeal to consumers who value achievement, sophistication, and status.

A Timeless Alliance

The significance of F1 watch sponsorship lies in the unique blend of prestige, precision, and global reach it offers. Watch brands benefit from association with one of the world’s most recognized motorsports, reaching an audience that is both affluent and deeply engaged. For F1, these partnerships elevate the sport’s image, connecting it with some of the world’s most prestigious brands and further cementing its position as the ultimate stage for precision and luxury.

As F1 continues to grow in popularity, with recent reports indicating a global fanbase of 826.5 million—a 12% increase from the previous year—the value of watch sponsorship is poised to rise. This growth offers watchmakers unparalleled opportunities to enhance their brand image and drive consumer interest.

F1 watch sponsorship transcends mere timekeeping; it embodies a legacy of excellence, a commitment to innovation, and a shared pursuit of perfection. For watch brands, this partnership is not just an endorsement; it is a declaration of excellence that resonates with millions of fans worldwide.