Formula 1 and Luxury Watches Exist in the Same Universe

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Watches and motorsport go hand in hand, to the point that many racing series and drivers are heavily sponsored by well-known watch brands. Companies like Richard Mille and Tag Heuer heavily promote their products through the pinnacle of motorsport, Formula 1, so let’s take a look at how the two worlds collide. 

The Tag Heuer Monaco can occasionally be seen on Max Verstappen’s wrist, as the Red Bull Racing team counts the watchmaker as a sponsor. The two have released special edition watches to commemorate their partnership, including a current quartz chronograph engraved with the team’s logo on the case back. 

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Richard Mille bills its watches as “machines for the wrist,” and its timepieces can be seen on the wrists of several drivers and teams on the grid, including Ferrari, Fernando Alonso, McLaren, and even former racers and officials from the sport. RM watches are amazing works of art and engineering, with intricate hand-made components in high-tech case designs. 

The Mercedes-AMG Petronas Formula 1 team partners with IWC, and the two have collaborated on a few limited-edition watch designs over the years. Lewis Hamilton, Toto Wolff, and George Russell can frequently be seen wearing the company’s chronographs, and Lewis often brings his Big Pilot Perpetual Calendar with its stunning Mojave Desert color.

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A few other teams partner with slightly lesser-known watchmakers, such as Williams F1 and Bremont. The formerly British-owned team partnered with the relatively young watch company, giving drivers Alex Albon and now Logan Sargeant high-quality timepieces to show off at events. Haas F1 partnered with obscure Swiss watchmaker Cyrus, which offers extremely limited, super high-end watches with motorsport influences.

Of course, we can’t ignore Rolex. The most recognizable name in watches also happens to be the official timepiece of Formula 1, and its timekeeping equipment can be seen at every Grand Prix. Though it’s not partnered with any teams, the company works with F1 icons Sir Jackie Stewart, Mark Webber, and Nico Rosberg.

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