I recently learned that in the early to mid-1970s, Old England produced a collection of steering wheel-shaped watches known as Motor-Wrist. The line featured the names and logos of what registered to my modern sensibilities as an impossibly wide range of manufacturers. The huge list included contemporary participants in Formula 1 and Grand Prix motorcycle racing such as Alfa Romeo, Ferrari, Ford, Honda, and Lotus.
These watches were openly marketed as commercial products, and appeared in period print advertisements that included images of Formula 1 cars. The Jaguar and Ferrari-branded pieces were even featured on the cover of Europa Star (issue #67 in Europe, and #122 in Asia), which I found particularly jarring.
Of course, this was also a very different era of commercial partnerships. Many watch brands used Grand Prix racing imagery in their marketing materials, which meant Motor-Wrist pieces were not necessarily tied in directly with either series.
What my digging could establish is that young fans were the target market, which likely made the Motor-Wrist line a direct competitor of Jacky Ickx Easy-Rider models by Heuer and Sorna.