Formula 1’s rich history with luxury watches

If you’ve ever watched Formula 1, chances are you’ve seen advertising for luxury watches such as Rolex. But how did the sport become a watch brand haven?

Formula 1 and the world of luxury watches share a unique bond. In both fields, success is determined by meticulous craftsmanship and reliable accuracy. Formula 1 is hyper-focused on timing, where a few hundredths of a second can be the difference between starting at the front of the grid and starting on the third row.

There is certainly no shortage of money in Formula 1, and the glitz and glamor of the surrounding spectacle are just as important to the fan experience as the race itself. The exclusivity and worldwide appeal of the sport are attractive to several markets, including the luxury timepiece market.

Nowadays, we see advertising for watches all over the sport. At one of the turns of your favorite track, you’ll probably see the iconic green and yellow Rolex signage. Richard Mille is proudly displayed on the liveries of McLaren and Ferrari. IWC is stamped on the suits of Lewis Hamilton and George Russell.

Take a look at the wrists of the drivers when they aren’t in their cars; chances are they’re wearing a timepiece worth tens, if not hundreds, of thousands of dollars. In fact, the only time you won’t catch a driver wearing a watch would be during a race. This is in part due to the recent jewelry ban, along with the fact that drivers need to eliminate as much weight as possible.

How did the world of timepieces infiltrate the pinnacle of motorsports? Let’s take a look at the history of watches in racing.