April 28, 2022

It’s All About Timing

Speed ​​is an essential element of Formula 1, but specifically, it is the chronometer that establishes, up to the thousandth, the fastest car and driver.

If you combine speed and precision with the glamour factor, which increasingly distinguishes Formula 1 from other series, you can see how the combination of Formula 1 - watch brands works very well; the mere fact that Rolex is a Formula 1 Global Partner is proof of this.

We can also add that all the Formula 1 teams, except for Scuderia AlphaTauri, which did not renew the partnership with Casio Edifice at the end of 2021, have a watch brand as a sponsor: from the very famous Richard Mille, sponsor of Scuderia Ferrari and McLaren, to Mercedes' sponsor IWC, passing through lesser-known ones such as Cyrus, a new sponsor of Haas F1 Team.


It all started in the early 1970s with the debut of the Heuer watch brand, later called TAG Heuer following its acquisition by TAG, as sponsor of Scuderia Ferrari, before moving on to the McLaren team.

The TAG Heuer - McLaren partnership, one of the longest-running in the history of Formula 1, began in the 1980s when McLaren was looking for funds to build a new turbo engine. Thanks to the new engine, McLaren won the world title in Formula 1 with Niki Lauda in 1984 and with Alain Prost in 1985 and 1986. Subsequently, TAG Heuer remained as a sponsor of the McLaren Team until 2015, when, given the poor on-track performance of the Woking's cars, the roads parted. Since 2016 TAG Heuer has passed under the wings of Red Bull Racing and in 2019 he also landed in Formula E as Title Sponsor of the Porsche Team.

A partnership that was created to finance the development of a new concept of engine then gave rise to a very long trend of sponsorships.