The most coveted event in high-end watchmaking isn’t a tennis championship, golf tournament, or exclusive gala—it’s a Formula 1 Grand Prix weekend, complete with VIP access, driver interactions, and premium automotive merchandise.
This became clear during a recent three-day trip to Miami with Tudor, which marked the first anniversary of its sponsorship deal with the Visa Cash App RB F1 team by hosting journalists at the Miami Grand Prix. The event, held from May 2-5, served as the backdrop for Tudor’s debut of the Black Bay Chrono “Carbon 25″—a limited-edition chronograph limited to 2,025 pieces and priced at $7,575.
Housed in a lightweight 42mm carbon fiber case, the COSC-certified watch features a “racing white” dial with a bold blue ring. “It feels fast on the wrist, and it looks the part,” said Visa Cash App RB driver Liam Lawson during a Tudor event in South Beach, where he and teammate Isack Hadjar showcased their numbered editions.
F1’s Rising Star Power in the U.S.
Tudor isn’t alone in betting on Formula 1’s expanding American audience. Since the Miami Grand Prix debuted in 2022 (followed by Las Vegas in 2023), the sport has attracted a younger, more diverse fanbase—many drawn in by Netflix’s Drive to Survive docuseries.
“The competition is fiercer than ever,” noted The Athletic’s senior F1 writer Luke Smith. “McLaren is currently the fastest, but Red Bull, Ferrari, and Mercedes are right behind. The unpredictability is driving viewership, and sponsors are flocking in.”
The Shifting Sponsorship Landscape
Rolex, Tudor’s parent company, once dominated F1’s branding as the official timekeeper from 2013 to 2024. But this year, TAG Heuer seized the spotlight in Miami, launching the Formula 1 Solargraph Miami GP Limited Edition—the first of seven planned race-themed releases.
Meanwhile, the explosion of sponsors has led to cluttered advertising. Crypto.com banners overshadowed traditional partners like Aramco and Heineken at the Miami circuit, prompting brands like IWC to pivot to experiential marketing. The Swiss watchmaker leveraged the buzz around Apple TV’s upcoming F1 film, Brad Pitt’s Untitled F1 Project, by hosting star-studded events.
Beyond the Track: Watchmaking’s Longstanding F1 Ties
The trend extends beyond Tudor and TAG Heuer. Richard Mille backs McLaren and Ferrari (race winner Oscar Piastri wore a custom orange RM67-02 in Miami), while Girard-Perregaux and H. Moser & Cie partner with Aston Martin and Alpine, respectively.
Though watchmakers have aligned with motorsports for decades, the current frenzy reflects F1’s cultural momentum. As proof, consider this: A 13-year-old at a soccer tournament paused between games to stream the F1 sprint race on her phone. For luxury brands, that’s an audience too valuable to ignore.
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