Watches have long gone hand in hand with Formula 1. In addition to timekeeping roles, numerous watch brands have made appearances on the F1 grid though direct partnerships with teams. This list highlights the ever growing list of brands that have directly sponsored or partnered with F1 teams over the years, with each one forever etching their place in the sport’s history.
Armin Strom
Team: Virgin Racing/Marussia F1
Years Active: 2011-2014
Quick Note: Marussia F1 driver Max Chilton was also a brand ambassador for Armin Strom.
B.R.M Chronographes
Team: Caterham F1
Years Active: 2012
Quick Note: A non-team-specific partnership with Honda Racing Corporation was also announced in 2024, covering both car and motorcycle racing.
Bell & Ross
Team: Renault F1/Alpine F1
Years Active: 2016-2023
Quick Note: The partnership remained continuously intact when Renault was rebranded as Alpine in 2021.
Braun
Team: Tyrrell Honda
Years Active: 1991
Quick Note: The title sponsorship yielded the Braun AW20 Tyrrell Honda edition.
Bremont
Team: Williams Racing
Years Active: 2021-2023
Quick Note: The Bremont Williams Racing Box Set notably included guided tours of Williams Racing HQ and the Williams Racing museum.
Bulova
Team: Benetton F1
Years Active: 1989
Quick Note: Bulova produced private label watches for United Colors of Benetton, including team edition timepieces.
Cabestan
Team: Scuderia Ferrari
Years Active: 2011
Quick Note: The Cabestan Scuderia Ferrari One was released as a limited edition of 60 pieces in two different colors.
Cartier
Team: Scuderia Ferrari
Years Active: 1983-1988
Quick Note: While not strictly a team partnership by today’s definition, the collaboration was initiated by Enzo Ferrari himself.
Casio
Teams: Red Bull Racing, Toro Rosso, AlphaTauri
Years Active: 2009-2022
Quick Note: Casio also had some form of relationship with Honda and Williams, with branded releases occurring in the 1980s, 1997, and 2021.
Certina
Team: Sauber F1
Years Active: 2005-2015
Quick Note: Certina also notably served as the Official Timekeeper of Grand Prix motorcycle racing from 1995 until 2000.
Chronotech
Team: Renault F1
Years Active: 2005-2006
Quick Note: Special edition watches were made to commemorate individual podiums and wins by Fernando Alonso and Giancarlo Fisichella.
Cyrus
Team: Haas F1
Years Active: 2022
Quick Note: No team or F1-specific watches were produced during the partnership, but driver Mick Schumacher has been photographed wearing a Klepcys Vertical Tourbillon.
Edox
Team: Sauber F1
Years Active: 2016-2017
Quick Note: Edox helped the Sauber team celebrate their 25th anniversary in 2017 with the release of the release of a special anniversary edition Chronorally.
Felio Siby
Team: Force India
Years Active: 2016-2017
Quick Note: Romain Grosjean and Felipe Nasr have both served as brand ambassadors of Felio Siby.
Girard-Perregaux
Teams: Scuderia Ferrari, Aston Martin
Years Active: 1993-2004, 2021-present
Quick Note: Prior to an official partnership with the legendary Italian team, Girard-Perregaux was among a small list of brands personally commissioned by Enzo Ferrari.
Graham
Teams: Brawn GP, Mercedes-AMG Petronas F1
Years Active: 2009-2011
Quick Note: Graham has also served as the official timing partner of the Isle of Man TT.
H. Moser & Cie
Team: Alpine F1
Years Active: 2024-present
Quick Note: Pierre Gasly became the brand’s first individual partner in 2024.
Hublot
Team: Scuderia Ferrari
Years Active: 2012-2020
Quick Note: Hublot was also the Official Watchmaker of Formula 1 from 2010 to 2012. The brand also had the rare distinction of sponsoring a MotoGP team when it partnered with the Esponsorama/Reale Avintia Racing MotoGP team in 2020.
IWC Schaffhausen
Team: Mercedes-AMG Petronas F1
Years Active: 2013-present
Quick Note: Outside of Mercedes drivers, David Coulthard and MotoGP legend Valentino Rossi have also served as brand ambassadors.
Longines
Teams: Scuderia Ferrari, Team Renault
Years Active: 1980-1987
Quick Note: Longines has served as the Official Timekeeper of Formula 1 from 1982 to 1991, and pending confirmation appears to have also been the Official Timekeeper of Grand Prix motorcycle racing from 1990 to 1994.
Movado
Team: Scuderia Ferrari
Years Active: 2012-2015 (?)
Quick Note: Movado’s involvement with Ferrari was in the form of a limited licensing agreement, and ran concurrently with the start of Hublot’s partnership.
Oris
Team: Williams Racing
Years Active: 2003-2018
Quick Note: In addition to team editions, Oris also released pieces linked with individual drivers from the Williams stable.
Panerai
Team: Scuderia Ferrari
Years Active: 2005-2010
Quick Note: Panerai’s relationship with Ferrari was an unusual one, with the brand name absent from the race cars as well as their own watches.
Rebellion Timepieces
Team: Alfa Romeo F1 Team Orlen (Sauber F1)
Years Active: 2022-2023
Quick Note: Rebellion Timepiece also had a previous partnership with former F1 driver Bruno Senna while competing in the FIA World Endurance Championship.
Richard Mille
Teams: Lotus F1, Haas F1, Alfa Romeo, McLaren F1, and Scuderia Ferrari
Years Active: 2013-present
Quick Note: In addition to releasing a plethora of team and driver edition timepieces, Richard Mille has also released several models in collaboration with former team boos and FIA president Jean Todt.
Rotary
Team: British Racing Motors
Years Active: 1977
Quick Note: Rotary unveiled a special timepiece in 2023 to commemorate their partnership with BRM, 46 years after the fact.
Seiko
Teams: Lucky Strike BAR Honda, Super Aguri F1 Team
Years Active: 2005-2008
Quick Note: Seiko has also released several Honda F1-branded timepieces around the late 1980s.
TAG Heuer
Teams: Scuderia Ferrari*, British Racing Motors*, McLaren, Red Bull Racing
Years Active: 1971-1979* as Heuer, 1986-present
Quick Note: TAG Heuer has served as the Official Timekeeper of Formula 1 from 1992 until 2003, and resumed the role in 2025.
Tissot
Teams: Team Renault, Lotus Team, Sauber Mercedes
Years Active: 1978-1982, 1994
Quick Note: Tissot also began serving as the Official Timekeeper of Grand Prix motorcycle racing in 2001.
Tudor
Teams: Visa Cash App RB
Years Active: 2024-present
Quick Note: Tudor’s sponsorship of Red Bull Racing’s sister team marked the brand’s first ever appearance on the Formula 1 grid.
TW Steel
Teams: Renault F1, Force India
Years Active: 2024-present
Quick Note: TW Steel also has the distinction of working with the Yamaha MotoGP team, although not in a sponsorship capacity.
The intersection of watchmaking and F1 is constantly expanding. Each brand listed above has contributed to the sport’s evolving image from headline deals, proudly displayed on the side of race cars, or on the wrist of drivers and staff. Be sure to check back as this list inevitably continues to grow.