The 2010s marked another evolutionary step for licensed racing watches. Social media reshaped how brands and racing teams engaged with fans. More watch brands began partnering with MotoGP, while Formula 1 team collaborations showed renewed momentum.
Audemars Piguet launched the Royal Oak Offshore Jarno Trulli Limited Edition at the 2010 Japanese Grand Prix.
Certina released the DS Podium Limited Edition Pedro de la Rosa.
After Brawn GP became the Mercedes-AMG Petronas F1 team in 2010, Graham stayed on as a sponsor and released team edition models.
Hublot released two limited edition Ayrton Senna models at the Senna film premier. The first F1 models were also released after the brand's announcement as the Official Watchmaker of Formula 1 this year.
The Paul Picot C-Type Plongeur 48 Ben Spies Limited Edition was released during the American rider's debut season in MotoGP.
A unique Flying Finn model was created for Mika Kallio, after S.U.F Helsinki founder Stepan Sarpeneva met the Finnish racer during the previous year.
Chronoforce was in the final year of its partnership with the LCR Honda MotoGP team, which included several team-branded models.
F.P. Journe released the Centigraphe Souverain F Formula Jean Todt Edition around this time.
Lucas di Grassi was signed as a TW Steel ambassador, followed by the release of signature chronographs.
TW Steel unveiled the Renault F1 Team collection at Baselworld 2010, with models known to have been released as late as 2012.
Emerson Fittipaldi and David Coulthard signed as TW Steel ambassadors, and both had signature releases between 2010 to 2014.
Viceroy's partnership with Fernando Alonso appears to have been active to some capacity through 2014.
Casio was a sponsor of Red Bull Racing from 2009 until 2015, and released multiple team and Sebastian Vettel edition models within the Edifice line during this time.
The 2006 agreement between Jacques Lemans and Bernie Ecclestone was still ongoing, with continued releases from the F1 Collection.
Richard Mille continued releasing Felipe Massa edition models during these years.
Tissot continued releasing at least one automatic and one quartz MotoGP T-Race model each year of the decade. A Nicky Hayden edition was also released every year up through the American rider's untimely passing in 2017.
Hublot announced Scuderia Rodríguez models to commemorate brothers Pedro and Ricardo Rodríguez.
Monwatch released two versions of the Super Sic 58 to commemorate Marco Simoncelli.
The Moss 80 was the world's first watch with a hand-signed dial, released by PETER RATCLIFFE LEGENDS IN TIME to celebrate the 80th birthday of Sir Stirling Moss.
TAG Heuer released the Carrera Limited Edition Ring-Master set, which included models for Jenson Button, Lewis Hamilton, and Alain Prost.
Armin Strom was the Official Timing Partner of Marussia Virgin Racing in 2011, which was renamed to Marussia F1 in 2012. Multiple team-branded models were released during both seasons.
TW Steel announced Mick Doohan as a brand ambassador, and created signature models for the Australian rider between 2011 and 2013.
Audemars Piguet released several versions of the Royal Oak Offshore Michael Schumacher and the Royal Oak Offshore Sébastien Buemi.
Ferrari-branded lifestyle watches made by Movado were launched at Baselworld 2012.
B.R.M Chronographes unveiled three Caterham F1 edition models at the 2012 Paris Motoshow.
PETER RATCLIFFE LEGENDS IN TIME released the Moss Monaco 1961 to commemorate the Sir Stirling Moss's famous race win.
The Jorg Gray JG6700-11 Ben Spies Limited Edition was launched.
Hublot had a partnership with Ferrari from 2012 until 2020, and released a number of Ferrari models which included editions that were specific to the Formula 1 team.
Richard Mille unveiled the Tourbillon G-Sensor RM-036 Jean Todt Limited Edition at the the Salon International de la Haute Horlogerie Genève. This was the first of several models dedicated to the former Ferrari boss and FIA president.
CVSTOS began a partnership with Dani Pedrosa, and released two versions of the Challenge Dani Pedrosa Limited Edition in the same year.
The Christopher Ward Limited Edition C70 VW4 Chronometer was released to commemorate the shared win by Stirling Moss and Tony Brooks at the 1957 British Grand Prix.
Fludo established partnerships with Tiago Monteiro, António Félix da Costa, and Miguel Oliveira. Signature models were released across their F50 and Grand Prix lines.
Gagà Milano became a sponsor of the GO&FUN Honda Gresini MotoGP team, and announced a team edition watch with a limited run of 500 pieces.
Louis Moinet announced the Legends Nelson Piquet chronograph as the first piece from their Legends collection.
TW Steel was announced as the Official Timing Partner of the Sahara Force India Formula One Team. Team edition models were released in the same year.
TW Steel became an Official Sponsor of the Yamaha Factory Racing MotoGP team, and released the Yamaha Factory Racing collection during this time.
ELYSEE released driver edition models for both Jochen Mass and Wolfgang von Trips around this time.
Jorge Lorenzo was a brand ambassador for Sector No Limits during this time, and had a number of signature models released during the Spanish rider's tenure with the brand.
Lotus was a long time personal sponsor of Marc Márquez, starting from his time in Moto2 through the first five years of his MotoGP career. An extensive catalog of rider edition models resulted from the partnership.
IWC Schaffhausen released limited edition Ingenieur Chronographs for Lewis Hamilton and Nico Rosberg.
Richard Mille released the RM 50-01 Tourbillon Chronograph G-Sensor Lotus F1 Team Romain Grosjean in its first year of their partnership.
S.U.F Helsinki released two more models from the Paroni line, which was inspired by Jarno Saarinen.
Scalfaro released the John Surtees Edition chronograph, with parts of the proceeds going to the Henry Surtees Foundation.
TAG Heuer released the Carrera McLaren 1974 Limited Edition to celebrate the 4th anniversary of the team's first world title with Emerson Fittipaldi.
Marea announced the Pollycio 44 collection, named after Pol Espargaró.
TW Steel formed a partnership with Valentino Rossi through his VR46 brand. Signature watches also included the “VR46 by TW Steel” collection of enthusiast models.
Audemars Piguet released the Royal Oak Concept Laptimer Michael Schumacher.
The Halda Race Pilot Nürburgring Limited Edition was announced.
IWC Schaffhausen created a unique Ingenieur Automatic Edition Tribute to Nico Rosberg for the Only Watch 2015 charity auction.
Omologato announced the Official Hesketh Racing Chrono in 2015, the year of the brand's founding.
Technos released the Lendas do Podium collection, which included the Performance TS Carbon Lendas do Podium Emerson Fittipaldi.
TAG Heuer resumed its partnership with the Senna Foundation, marked by the return of Ayrton Senna edition models in the brand's product lines.
CVSTOS released the Challenge Chrono II Dani Pedrosa Carbon, as well as the Challenge Chrono II LB 76 Limited Edition with brand ambassador Loris Baz later in the year.
The Felipe Nasr Watch by Felio Siby was announced late in the year, after the Brazilian driver was signed as a brand ambassador.
Montegrappa released the Jean Alesi Edition Chronograph.
The Oris Williams Valtteri Bottas Limited Edition was announced at Baselworld 2016.
As the Official Timing Partner of Manor Racing in Formula 1, Rebellion Timepieces released the Wraith Drive Manor Racing chronograph
As a sponsor of the Goodwood Festval of Speed, TAG Heuer released the Formula 1 James Hunt Limited Edition
Tissot released a Tito Rabat T-Race chronograph.
As a partner of the Sauber F1 team, Edox released several Sauber edition timepieces including a 25th anniversary chronograph.
Bell & Ross was a partner of Renault and Alpine F1 from 2016 until 2023, and released team edition models during this time.
Casio Edifice was a sponsor of Scuderia Toro Rosso, with team edition models being released during this time.
TAG Heuer became an official partner and timekeeper of Red Bull Racing, and released team and Max Verstappen edition models during this time.
The Sahara Force India Watch by Felio Siby celebrated the renewal of the partnership.
The Official James Hunt Chronograph and the Surtees were both released by Omologato.
Roger Dubuis released their first Pirelli edition watches, inspired by CEO Jean-Marc Pontroué’s attendance at the previous year's Monaco Grand Prix as a guest of the tire brand.
The first Giorgio Piola watches were launched.
Richard Mille announced the RM 70-01 Tourbillon Alain Prost, a cycling watch with a mechanical odometer. The RM 50-03 Tourbillon Split-Seconds Chronograph McLaren F1 was also released, the first watch from Richard Mille's 10-year partnership with Mclaren that began in 2016.
TAG Heuer released the Carrera Calibre Heuer 01 Skeleton Red Bull Racing Special Edition and a steel re-edition of Ronnie Peterson's Heuer's Carrera
Tissot released a Jorge Lorenzo T-Race chronograph every year during this time.
Artisans de Genève worked with Juan Pablo Montoya to create the La Montoya, which was based on a Rolex Daytona.
Bamford Watch Department announced the Limited Edition Bamford Heuer Monza.
Oris released the Robert Kubica Limited Edition of the Oris Williams Day Date to commemorate the Polish driver's return to the Formula 1 grid.
Szanto announced the ICON Signature Series Danny Sullivan chronograph.
TAG Heuer created a 1:1 replica of Ronnie Peterson's original 18ct gold Carrera, and was sold at the “Les Grandes Marques” auction in Monaco. The Autavia Jo Siffert Collector’s Edition was also created in the same year as a collaboration between TAG heuer and the Calibre 11 blog.
Tissot released Thomas Lüthi and Marc Márquez T-Race chronographs in both 2018 and 2019. Lüthi also had T-Race editions named after him prior to his MotoGP debut.
Artisans de Genève unveiled the La Montoya Gold, and also worked with Rubens Barrichello to release the La Barrichello and La Barrichello Gold.
Hublot released the Big Bang Scuderia Ferrari 90th Anniversary.
IWC Schaffhausen released the Big Pilot’s Watch Perpetual Calendar Edition “Lewis Hamilton”
The Jean-Pierre Beltoise edition chronograph was released by Raidillon at Rétromobile 2019.
S.U.F Helsinki released the Paroni Chronograph.
TW Steel formed a partnership with Nigel Mansell and released a number of signature models for the British driver. The partnership appears to have lasted at least through 2020.
The Yema Rallye Mario Andretti Special Edition was released as part of the Rallygraf Meca-Quartz collection.
Richard Mille released the RM 50-04 Tourbillon Split-Seconds Chronograph Kimi Räikkönen.
The officially licensed “Clay Regazzoni- A Life at the Limit” quartz chronograph was announced, and exclusively sold through The Bradford Exchange.