Watch Brands That Have Sponsored Formula 1 Teams

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 Formula
Years Active: 1989
Quick Note: Bulova was producing private label watches for United Colors of Benetton during this time, including team edition timepieces.

The 1989 Benetton B188. (Photo: by Rennstreckenderwelt, licensed under CC BY-SA 3.0, via Wikimedia Commons)

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, 2021, and 2025.

Catamaran

Teams: Pacific Racing
Years Active: 1994-1995
Quick Note: Catamaran shared livery space with Franck Muller on Jean-Denis Delétraz’s PR02 during two rounds of the 1995 season.

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.

Citizen

Team: Maki Engineering
Years Active: 1975
Quick Note: Citizen has also released various Walter Wolf Racing watches several years after the Canadian team folded.

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.

Ebel

Team: McLaren
Years Active: 1982-1983
Quick Note: The exact nature of the relationship is not well-documented, beyond the brand logo appearing on both Niki Lauda and John Watson’s racing suits in both years as well as on the car itself in 1983.

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.

Marcus Ericsson tests for Sauber in 2017. (Photo: by Morio, licensed under CC BY-SA 3.0, via Wikimedia Commons)

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.

Franck Muller

Team: Pacific Racing
Years Active: 1995
Quick Note: Franck Muller branding appeared on Jean-Denis Delétraz’s PR02 during two rounds, alongside the team’s main watch sponsor Catamaran.

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 also 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 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: 1980-1989
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.

Nigel Mansell drives the Ferrari 640 at the 1989 Belgian Grand Prix. (Photo: by Polmars, licensed under CC BY 2.0, via Wikimedia Commons)

Martin Braun

Team: Jordan Grand Prix
Years Active: 2005 (?)
Quick Note: Publicly available official records cannot currently be found, but peripheral evidence indicates a high likelihood.

Movado

Team: Scuderia Ferrari
Years Active: 2013-2015 (?)
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

Teams: Manor Racing, Alfa Romeo F1 Team Orlen (Sauber F1)
Years Active: 2016, 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 boss and FIA president Jean Todt.

Kevin Magnussen drives the Haas VF-17 at Malaysia. (Photo: by Morio, licensed under CC BY-SA 4.0, via Wikimedia Commons)

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*, Williams*, 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. The original Formula 1 was also the official team watch of Tyrrell in 1990.