Formula 1’s rich history with luxury watches

Formula 1: A driver and his watch

Formula 1 drivers can be spotted everywhere with their timepieces. A watch has become a fixture on the wrist of drivers across all motorsports for decades. Some of the most legendary drivers even have collaborations with watch brands, a symbol of their legacy in the rich history of the sport.

Such collaborations manifest themselves in different ways. Mark Webber and Sir Jackie Stewart are official ambassadors of Rolex. Meanwhile, Felipe Massa and Michael Schumacher have custom watches that signify their importance in Formula 1 and the luxury watch space.

Brands have long designed watches that signify their relationships with racing. The Rolex Daytona was released in 1963 and was named after the famed Daytona racetrack, home of some of the most exciting racing. TAG Heuer has the Monaco watch collection, named after the Monaco Grand Prix. Richard Mille commemorated the Le Mans Classic with their own watch.

Meanwhile, some drivers are honored with their own personal collaborations. Michael Schumacher, one of the greatest to ever grace the sport, collaborated on a limited edition Audemars Piguet collection after he was named a brand ambassador in 2010.

Likewise, Felipe Massa enjoys a special partnership with Richard Mille. The 11-time Grand Prix winner is the Swiss watch brand’s longest-tenured sporting partner and has his name attached to three different models: the RM 006, the RM 009, and the iconic RM 011.

While Formula 1 drivers have had positive relationships with watchmakers for decades, sometimes things can get a bit prickly.

Seven-time world champion and known IWC partner Lewis Hamilton attempted to sue the Hamilton Watch Company in an attempt to get the brand to stop producing under the “Hamilton” name.

After a legal battle which went on for three years — yes, three years — the courts ruled in favor of the watch company, which had been producing watches under the Hamilton name since 1892.

The storied bond between luxury watch brands and motorsports goes back nearly a century. And as the sport continues to grow internationally, so will the opportunities to produce more history and luxury timepieces. Time will tell which driver will be the next face of one of the premier watch brands in the world.