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Recap and predictions of the next timekeepers in Formula One

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With Tag Heuer announcing their takeover as official timekeeper of Formula 1, it's time to review who's sponsoring who, who's missing a sponsor and who could become a sponsor.


  1. Ferrari: Richard Mille

  2. McLaren: also Richard Mille

  3. Mercedes: IWC

  4. Red Bull: Tag Heuer

  5. Aston Martin: Girard-Perregaux

  6. Visa Cash App: Tudors

  7. Alpine: H. Moser & Cie

  8. Haas

  9. Stake

  10. Williams

  11. Bonus: Audi for 2026


I feel like some partnerships are much more broadcasted and visible than others (I guess it depends on the money they spent on this partnership). I could have told you without researching who their timekeepers were for the top 4 teams, for Aston, Visa Cash App and Alpine it required a bit of research. (I think Alpine used to have a partnership with Bell & Ross that was much more visible than their current partnership with H. Moser & Cie so I got a bit confused there at first).


Now as you can see we have 3 teams (soon 4!) without official timekeepers which to me is a wasted opportunity and if I was CEO of a big watch company, I would seriously investigate joining Formula 1.


If we look at the teams that could potentially join (or come back) to Formula 1 there's 4 brands that come to mind already. I personally think only luxury brands would sponsor an F1 team because of the prices to enter the sponsorship game in the sport but also the prestige that comes with F1. Here's the details:

  • Rolex - this is the OBVIOUS one since they are now out of Formula 1. I don't really know who to pair them with, I want to say Stake because to me Rolex is a bit tacky and I could easily associate them with Vegas, gambling, casino... hence Stake. But this is probably an unpopular opinion


  • Breitling - the brand has a long standing relationship with racing as they are sponsors of Bentley Motors since 2002. Bentley Motors are only in endurance racing, so I don't see a problem for Breitling to sponsor a team in F1, just not a car maker. I think it would make sense with Williams, a prestigious British racing team, which has similarities with Bentley.


  • Hublot - Hublot used to be a sponsor for the Scuderia Ferrari team until 2021 (when Richard Mille took over) so they are quite familiar with F1. And it would make sense to me for Hublot to come back as LVMH is heavily investing in Formula 1, their main watch brand is the official timekeeper and sponsor of Red Bull Racing, so having their 2nd biggest watchmaking brand enter the sport would make sense. I could picture them with Audi maybe, their brand image is quite young and dynamic.




  • Tissot - Tissot used to be a sponsor of the Lotus between 1979 and 1982 so they have a strong history with the sport. I could see them making a come back with a "younger" brand like Haas that does more modern things like collaborations with Palm Angels.


While I do believe only luxury brands would enter the world of Formula 1, the only non-luxury brand I could potentially see making a move is Swatch, since their collaboration with Omega on the MoonSwatch they are killing it. They could do amazing things with a young team that is quite flexible on their content and marketing opportunities.



If you are curious about this topic, there's a few articles that recaps the teams' history with each timekeeper that are very detailed and super interesting.

What do you think? Do you see any of these partnerships happening?


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