With TAG Heuer announced as the new official timekeeper of F1 and title sponsor of the Monaco Grand Prix, it's the perfect time to assess the current landscape of watch brand sponsorships—examining which teams have partnerships, which are still without a sponsor, and which watchmakers could potentially enter the sport.
Ferrari: Richard Mille
McLaren: also Richard Mille
Mercedes: IWC
Red Bull: Tag Heuer
Aston Martin: Girard-Perregaux
Visa Cash App: Tudors
Alpine: H. Moser & Cie
Haas
Stake
Williams
Bonus: Cadillac in 2026
Some partnerships are far more visible and widely promoted than others, likely reflecting the level of investment behind them. Without any research, I could easily identify the timekeepers for the top four teams, whereas Aston Martin, Visa Cash App RB, and Alpine required deeper investigation. Alpine, for example, previously had a more prominent partnership with Bell & Ross, making their current collaboration with H. Moser & Cie less immediately recognizable.
Currently, three Formula 1 teams—soon to be four—do not have an official timekeeping partner, presenting a significant opportunity for watchmakers. According to a December report by Nielsen Sports, F1 is now the most-followed sports series globally*, making this the ideal moment for brands to enter the sport as sponsors. With that in mind, let’s explore potential watchmakers that could join the grid. *source
When considering watchmakers that could potentially enter or return to Formula 1, four brands immediately come to mind. Given the significant investment required for sponsorship and the prestige associated with the sport, it is likely that only luxury watch brands would pursue such partnerships.
Rolex - This is the most obvious contender, having served as Formula 1’s official timekeeper for 11 years before exiting the sport, they may be looking to keep their presence in F1. I could see Rolex aligning with Stake, as the brand’s bold and flashy image evokes associations with Vegas, gambling, and casinos which aligns well with Rolex—though this is just my personal opinion.
Breitling - Breitling has a longstanding connection to motorsport as it’s been the sponsor of Bentley Motors since 2002. As Bentley competes exclusively in endurance racing, there would be no direct conflict in Breitling sponsoring a team in Formula 1—though likely not a car manufacturer. A partnership with another prestigious and historic British racing team would make sense: Williams.
Hublot - Previously a sponsor of Scuderia Ferrari until 2021, Hublot is no stranger to Formula 1. Given LVMH’s increasing investment in the sport, it would be a logical move for its second-largest watchmaking brand to make a return. A partnership with Audi could be a strong fit, as Hublot’s youthful and dynamic brand image aligns well with Audi’s innovative approach to motorsport.
Tissot - Tissot, a former Lotus sponsor (1979–1982), could return to F1 with a modern team like Haas, known for collaborations like Palm Angels. This move would align with Tissot’s appeal to a younger, fashion-conscious audience while strengthening its presence in F1. As part of Swatch Group, known for recent successful marketing and brand partnerships, Tissot’s comeback seems strategic.
While luxury brands are the most likely entrants into Formula 1, the one exception I could envision is Swatch. Following the success of their MoonSwatch collaboration with Omega, the brand has demonstrated a strong ability to captivate audiences. Partnering with a young, dynamic team that embraces creative marketing opportunities could be a strategic and impactful move for Swatch.
If you're interested in this topic, there are several in-depth articles that provide a detailed overview of each team's history with their respective timekeepers—offering valuable insights.
What are your thoughts? Do you see any of these potential partnerships becoming a reality?
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