Luxury on the Fast Track: F1’s Most Iconic Watch Sponsors

Where speed meets precision, and performance meets prestige. 

Formula One is more than just a race, it’s a global arena of innovation and luxury watch brands for millions of fans. It’s no surprise then that the world’s most elite watchmakers have taken pole position in Formula 1 sponsorships, racing teams and Grand Prix events.

Rolex- The Official Timekeeper of Formula One

No name is more synonymous with precision than Rolex. As the official timekeeper of Formula One from 2013 until 2024, Rolex has secured its place in motorsport history. Whether at the start line of the Monaco Grand Prix or marking the final milliseconds of a Championship win, Rolex stands for excellence in timing. 

But the brand’s presence in F1 runs deeper than the finish line. Rolex also maintains strategic partnerships with two of the sport’s most iconic teams- Mercedes-AMG Petronas and Scuderia. 

These Rolex F1 partnerships aren’t just about branding. They reflect Role’s commitment to engineering excellence, endurance, and performance, the very traits shared by their championship-winning teams. Whether it’s the calm dominance of Mercedes or the passionate legacy of Ferrari, Rolex, as a leader in luxury, is right there in the pit lane and on the wrist. 

• Rolex Cosmography Daytona – Originally designed for professional racing drivers, the Daytona has become the symbol of speed and status. Its tachymeter bezel and chronograph function make it ideal for timing laps or making a bold statement.

• Rolex Submariner Date – Though born in the depths of the ocean, the Submariner’s toughness, clarity, and timeless design make it a favourite in the paddock and the paddock club.

Own a watch built for champions. Rolex’s ties to the world’s greatest F1 teams ensure every second counts- on the track and on your wrist.

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Tag Heuer- A Legacy with Red Bull Racing

Few watch brands have as deep a history with Formula One as TAG Heuer. From timing Ayrton Senna’s laps with McLaren to sponsoring today’s powerhouse Red Bull Racing, TAG Heuer combines adrenaline with innovation. Their watches embody the energy of the track and the thrill of completion. 

The story doesn’t stop there. Lewis Hamilton, now a seven-time world champion, began his F1 career with McLaren. When Hamilton burst onto the scene in 2007, TAG Heuer was on his wrist and his steering wheel. For collectors, this period marks a golden era when TAG’s cutting-edge timepieces were part of Hamilton’s meteoric rise.

• TAG Heuer Monaco – Bold, square and unmistakable, the Monaco became a motorsport icon when worn by Steve McQueen in Le Mans. It remains one of the most recognisable racing watches of all time.

• TAG Heuer Formula 1 Chronograph – Directly inspired by the F1, this chronograph blends sportiness with everyday wearability. A modern homage to TAG’s racing roots.

From McQueen to Verstappen, and Hamilton in between, TAG Heuer continues to define the intersection of time and speed.

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IWC Schaffhausen- Engineering with Mercedes-AMG Petronas

IWC’s partnership with Mercedes-AMG Petronas is a natural union of engineering excellence. Both brands prioritise innovation, high performance, and cutting-edge design. Seen on the wrists of Lewis Hamilton and team executives, IWC Petronas timepieces are a subtle statement of refined power.

Just as Mercedes dominates with engineering-led innovation on the track, IWC brings that same ethos to the wrist. The partnership between the two powerhouses is built on mutual values: technical mastery, modern design, and endurance in extreme conditions.

• IWC Pilot’s Chronograph- A tribute to aviation and performance precision, this chronograph is as versatile as it is stylish.

• IWC Portugieser – Sleek, minimal, and mechanically complex- a favourite among collectors and motorsport aficionados alike.

Whether you admire the technical brilliance of Mercedes or the quiet power of IWC’s design, this partnership puts purpose-driven luxury at the heart of both machine and timepiece.

Richard Mille- Avant-Garde Innovation with Ferrari and McLaren

In the world of ultra-high-end watches, Richard Mille has carved out a reputation for futuristic materials and radical design using cutting-edge technology. Their sponsorship with Ferrari and McLaren reflects a shared devotion to engineering without compromise.

While Richard Mille pieces are rare and often custom-ordered, Luxe Watches can assist with sourcing or special requests through our bespoke services.

These are not just watches- they are wearable machines.

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F1 Grand Prix Editions- Limited Watches for Iconic Circuits

For collectors, few things are as thrilling as owning a watch made to commemorate an F1 circuit and their favourite teams. From Monaco Grand Prix special editions to timepieces built in tribute to teams or drivers, these watches combine rarity with racing DNA.

Keep an eye on our limited-edition pre-owned collections, where rare motorsport-inspired pieces occasionally appear- but move fast, like the cars that inspired them.

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Racing Meets Refinement

Formula One and Formula 1 sponsorships celebrate speed, innovation, and style—the very same qualities behind the world’s most desirable timepieces. Whether you’re chasing lap times or making an impression in the boardroom, these watches connect you to the passion of the track.

Explore Luxe Watches’ exclusive collection today, with over a decade of timepiece experience,  and explore F1 brand luxury first-hand.