The most coveted invitation in high-end horology no longer revolves around tennis tournaments, golf outings, or exclusive galas—it’s a weekend pass to Formula 1. VIP access to the Paddock Club, meet-and-greets with drivers, and premium automotive merchandise have made F1 the new frontier for luxury watch brands.
This shift was on full display during the Miami Grand Prix from May 2–5, where Tudor marked the first anniversary of its sponsorship with the Visa Cash App Racing Bulls F1 team by hosting 13 international journalists. The event doubled as the launchpad for Tudor’s Black Bay Chrono “Carbon 25,” a limited-edition chronograph limited to 2,025 pieces and priced at $7,575. Housed in a 42 mm carbon fiber case with a “racing white” dial, the watch drew praise from drivers Liam Lawson and Isack Hadjar, who showcased their numbered models at a Tudor-hosted gathering in South Beach.
F1’s American Boom Attracts Watch Brands
Tudor’s move mirrors broader industry trends. Swiss rivals like TAG Heuer and IWC are also capitalizing on F1’s explosive growth in the U.S., fueled by the Netflix series Drive to Survive and the addition of Miami and Las Vegas races. The sport’s unpredictable competition—McLaren’s Oscar Piastri clinched the Miami win amid fierce challenges from Red Bull and Ferrari—has further amplified its appeal.
“The championship is wide open, and U.S. viewership, while still niche, is climbing,” noted Luke Smith, The Athletic’s senior F1 writer. This momentum has lured a wave of new sponsors, creating a crowded marketplace. In Miami, Crypto.com’s branding overshadowed even longtime partners like Aramco and Heineken.
Rolex Exits, TAG Heuer Steps In
The 2025 season will mark a symbolic shift: Rolex, Tudor’s parent company and F1’s former official timekeeper, has ended its sponsorship. TAG Heuer seized the opportunity in Miami by debuting its Formula 1 Solargraph Miami GP Limited Edition, the first of seven race-themed releases planned for this year.
Meanwhile, IWC took a Hollywood-inspired approach, promoting its ties to Apple TV’s upcoming F1 film starring Brad Pitt, who wears a custom Ingenieur SL watch designed with the brand. Other watchmakers, including Richard Mille (aligned with McLaren and Ferrari) and Girard-Perregaux (Aston Martin’s partner), are deepening their F1 investments.
Why Watch Brands Are Betting on F1
The answer lies in demographics. As motorsport attracts younger, more diverse fans—like the journalist’s 13-year-old niece, who streamed the Miami sprint race between soccer games—luxury brands see an unmatched platform to cultivate future collectors. With sponsorships now a battleground, the race for horological supremacy is playing out on the track.
