Beyond the Flag
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Formula 1’s rich history with luxury watches

By Ben Pattavina

Mercedes' British driver Lewis Hamilton adjusts his watch in the parc ferme after the qualifying sessions at the Autodromo Nazionale circuit in Monza, on September 10, 2021, ahead of the Italian Formula One Grand Prix. (Photo by LARS BARON / various sources / AFP) (Photo by LARS BARON/AFP via Getty Images)
Mercedes' British driver Lewis Hamilton adjusts his watch in the parc ferme after the qualifying sessions at the Autodromo Nazionale circuit in Monza, on September 10, 2021, ahead of the Italian Formula One Grand Prix. (Photo by LARS BARON / various sources / AFP) (Photo by LARS BARON/AFP via Getty Images) /
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Rolex, Formula 1
Rolex, Formula 1 (Photo by Chris Graythen/Getty Images) /

Formula 1 watches: Early history

Formula 1 announced a partnership with Rolex in 2013 that made the most recognizable watch brand the official watch of Formula 1. However, watches have had a much longer past with motorsport.

The history of watches and motorsport began with the Heuer brand, which many of us now know as TAG Heuer. In 1911, Heuer introduced the dashboard chronograph, which could be used to determine the time it would take to travel from one destination to another.

The innovative breakthrough was developed into a wristwatch in 1914, thus beginning the relationship between timekeeping and transportation.

In the 1930s, Sir Malcolm Campbell was credited with popularizing Rolex as a racing watch brand. The British driver, known as the “King of Speed”, was the first known driver to break 300 miles per hour and set the World Land Speed Record nine different times in his career. In his mesmerizing drives, he donned a Rolex, which started a near-century bond between racing and Rolex.

Campbell’s drives also spurred a special link between Rolex and Daytona Beach, Florida. Campbell first broke the land speed record on Daytona Beach, and Rolex first released its now iconic Daytona chronograph in 1963. Rolex later became the official sponsor of the 24 Hours at Daytona, a 24-hour endurance race.

Heuer became the first official timekeeper of Formula 1 in the 1970s. The title of official timekeeper has changed hands several times, going from Heuer to Longines in the 1980s. TAG Heuer reclaimed the title of official timekeeper until 2004, when Hublot took over for nine years. Since 2013, Rolex has held the title of official timekeeper of Formula 1.

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