In the high-stakes world of Formula 1, precision isn’t merely a requirement, it’s the line that separates victory from defeat. Much the same can be said for high-end watchmaking. That the two spheres are so intimately connected should come as no surprise. Luxury watch brands have been partnering with top racing teams for decades now, and the F1 grid stands as a testament to mechanical prowess. With F1 viewership soaring past 1.5 billion annually, watchmakers are betting big on racing’s global reach. At Toronto Watch Exchange, we’ve seen firsthand how watch brands in Formula 1 influence trends, from vintage Rolex Daytona models to cutting-edge chronographs tied to today’s top teams. These watch brands are a growing hot ticket for collectors in Toronto and beyond.
Why Formula 1 and Luxury Watch Brands Are a Match Made in Heaven
When you mention Formula 1, you’re talking about the newest engineering, aerodynamics, and uncompromising performance. High-end watches share that same gene. Both are boundary pushers, be it slicing milliseconds from a lap or developing a movement that defies the laws of physics. That is why brands fight to get their names on the grid and watch aficionados eagerly anticipate each partnership release.
For collectors, these collaborations are about more than just fandom. They dictate market trends, increase demand for specific models, and often spawn exclusive, limited-edition watches that are destined to become classics. Whether you’re in Toronto hunting for a vintage Rolex Daytona or eyeing the latest Richard Mille, these collaborations have a direct impact on what’s hot and what’s worth investing in.
The Top Watch Brands in Formula 1 Racing Today
Let’s break down the most talked-about partnerships on the F1 grid today, along with the key models that collectors are scrambling to get their hands on. Whether you’re new to watch collecting or a seasoned expert, these collaborations are shaping the landscape in 2025.
Team |
Watch Brand |
Year Partnership Began |
Key Models & Highlights |
| McLaren | Richard Mille | 2016 | RM 65-01 Split-Seconds Chronograph – a mechanical marvel with racing-grade precision |
| Ferrari | Richard Mille | 2021 | RM UP-01 Ferrari – the world’s thinnest mechanical watch, a feat of ultra-light engineering |
| Red Bull Racing | TAG Heuer | 2016 | Oracle Red Bull Racing Formula 1 Chronograph – built for speed with a bold, racing-inspired design |
| Mercedes-AMG Petronas | IWC Schaffhausen | 2013 | Big Pilot’s Watch Shock Absorber XPL – engineered for extreme durability on and off the track |
| Aston Martin Aramco | Girard-Perregaux | 2021 | Laureato Chronograph Aston Martin Edition – refined design with British racing green accents |
| Alpine | H. Moser & Cie. | 2024 | Streamliner Alpine Blue Edition – minimalist design with futuristic flair |
| Racing Bulls (VCARB) | Tudor | 2024 | Black Bay Ceramic VCARB – robust and versatile, blending heritage with modern racing vibes |
| Haas, Williams, Sauber | No partner yet | – | Open opportunities – brands are circling these teams for the next big collaboration |
Rolex: The Crown Jewel Among Watch Brands in Formula 1
No discussion of racing and luxury watches is complete without a look at the heritage of Rolex. Rolex made itself Formula 1’s timekeeper of record for decades, building an unbreakable reputation on reliability and endurance. Although that role was taken over by TAG Heuer in 2025, Rolex’s influence on motor sport is undeniable, and its watches remain at the very pinnacle of the wish list.
Take the Rolex Daytona, for example. Named for the iconic Daytona International Speedway, it’s the holy grail among collectors. Pre-owned Rolex Daytona models in Toronto are still flying high, especially those with racing heritage and restricted configurations. When people are looking for pre-owned Rolex watches in Toronto, the Daytona is on their dream list for a reason; it’s not just a watch, it’s a legacy on the wrist.
The Heritage of Daytona: Racing’s Most Famous Watch
No timepiece has captured the essence of racing as the Rolex Daytona. Named after the legendary Daytona International Speedway, the chronograph timepiece was born with a love for motorsport. Having made its debut in 1963, the Daytona was designed with the sole aim of meeting professional drivers’ demands, providing precise time to a fraction of a second.
Why is the Daytona so captivating?
It’s the fusion of precision, durability, and pure motorsport DNA. From its iconic tachymeter bezel to its beefy Oyster case, every detail is built to handle high-speed racing. The Paul Newman Daytonas, particularly, have become grail watches, with auction prices climbing into the millions.
For collectors in Toronto, used Rolex Daytona watches are still the gold standard. The combination of rarity, heritage, and resale value makes them a core investment. Whether it is the ceramic bezel model or previous steel incarnations of the past, the Daytona’s reputation is bulletproof.
Deep Dive Into Watch Brands in Formula 1 Collaboration
McLaren x Richard Mille: Engineering Overdrive
Richard Mille and McLaren are a natural fit. Both brands thrive on pushing mechanical boundaries. The RM 65-01 Split-Seconds Chronograph isn’t just a watch, it’s a micro-engineered beast that mirrors the complexity of McLaren’s F1 machines. Toronto collectors who appreciate the fusion of avant-garde design and cutting-edge materials have been flocking to these models, knowing they’re investing in both technology and artistry.
Ferrari x Richard Mille: Pure Italian Excellence
The RM UP-01 Ferrari shattered the record for the world’s thinnest mechanical watch, demonstrating that elegance and performance can be at their highest level simultaneously. Ferrari’s unbeatable racing legacy, combined with Richard Mille’s technical wizardry, makes these timepieces instant collector’s items. For Toronto collectors who desire a piece of Ferrari’s racing legacy, this collaboration offers something truly groundbreaking.
Lewis Hamilton’s Switch to Ferrari Comes With a Richard Mille Upgrade
Lewis Hamilton’s long-anticipated move to Ferrari hasn’t just shaken up the F1 world, it’s brought a whole new watch game along for the ride. Swapping out his longtime IWC for Ferrari’s watch sponsor Richard Mille, Hamilton is wearing the RM 67-02 ‘Italy’ edition, a sleek, ultra-lightweight piece dressed in Ferrari’s signature red, white, and green.
With its Carbon TPT case and openworked CRMA7 movement, this watch mirrors everything Hamilton’s new chapter is about: precision, speed, and uncompromising style. As Hamilton gets behind the wheel of the red Ferrari, collectors everywhere, and especially in Toronto, are setting their sights on this partnership as a must-have symbol of innovative performance and motorsport heritage.
Mercedes-AMG x IWC: Rugged, Reliable, Refined
Mercedes-AMG’s partnership with IWC Schaffhausen stands out from others in the fact that it highlights durability. The Big Pilot’s Watch Shock Absorber XPL has been built to withstand massive G-forces, symbolizing the driving demands of an F1 vehicle. In Toronto, such watches are part of the top picks among people who wish for their watches to be as long-lasting as they are timeless.
Red Bull Racing x TAG Heuer: Born for Speed
TAG Heuer’s alliance with Red Bull Racing is pure adrenaline. The Oracle Red Bull Racing Formula 1 Chronograph embodies boldness, built for fans who live life in the fast lane. With TAG Heuer back as Formula 1’s official timekeeper, collectors are paying close attention. Toronto buyers know that these models combine sporty style with heritage, an irresistible combination.
Aston Martin x Girard-Perregaux: Understated Power
The Laureato Aston Martin Edition is where Swiss precision meets British elegance. Designed with subtle nods to Aston Martin’s racing pedigree, including its iconic British racing green, this watch speaks to those who appreciate understated luxury. Collectors in Toronto looking for something sophisticated and distinctive gravitate toward this collaboration.
Alpine x H. Moser & Cie.: Futuristic and Fresh
Alpine’s partnership with H. Moser & Cie. is shaking up the scene with minimalist, futuristic designs that break from tradition. The Streamliner Alpine Blue Edition offers a sleek, avant-garde look that’s appealing to new-generation collectors in Toronto wanting to stand out from the crowd.
Racing Bulls x Tudor: The New Power Player
Tudor’s collaboration with Racing Bulls is one to watch closely. The Black Bay Ceramic VCARB is a powerhouse, robust, stealthy, and deeply rooted in Tudor’s rich heritage. In Toronto, Tudor is gaining serious traction, and this partnership is set to fuel even more interest from collectors who value performance and resilience.
Why This Matters for Watch Brands in Formula 1 Collectors
For serious watch collectors, and especially for those eyeing pre-owned Rolex watches in Toronto, these collaborations offer much more than just bragging rights. They shape market dynamics, influence design trends, and drive up the value of certain models. Here’s what savvy collectors are focusing on:
- Limited editions tied to top teams or drivers
- Models with a clear racing heritage and technical innovation
- Rolex sports watches, especially Daytona and Submariner models, are known for their unbeatable mix of legacy and value retention
The Way Forward for Rolex and F1 Racing Enthusiasts
As Formula 1 charges into the future, so too are its luxury watch partnerships. New alliances are being established, legacy collaborations are being rewritten, and handcrafted limited-series models are etched in collectors’ minds around the world forever. But one thing is sure, Rolex is still the monarch of the hearts of racing and watch enthusiasts everywhere.
For those in Toronto who wish to secure a place in this fast-paced world of precision and distinction, anticipating the market is the key. Whether it’s the ever-iconic Rolex Daytona, the rugged Submariner, or the versatile GMT-Master II, Rolex sports watches are not merely about keeping time, but investments in heritage, handcraftsmanship, and long-term value.
At Toronto Watch Exchange, we live and breathe this market. We track every evolution closely, from new Rolex sports watch launch announcements to shifting collector interest, so our clients get the most sought-after pre-owned Rolex sports watches in Toronto. Whether you’re adding a Daytona that’s steeped in motorsport heritage or upgrading to a rare Submariner variation, our professional team is at your disposal with integrity and precision.