It’s official: TAG Heuer makes its return to Formula One as the sport’s Official Timekeeper. And just in time for F1's 75th anniversary celebration.
With a 10-year contract as Official Timekeeper, TAG Heuer reminds us that it was the first luxury brand to grace the hood of a Formula One car back in 1969; TAG Heuer’s partnership with the sport became a model of what shared success can look like. With 750 million fans worldwide, over 90 million social media followers, and a rapidly evolving fanbase that are in need for speed—Formula One’s reach has never been greater.
The 2024 season alone drew an astonishing 1.5 billion viewers, which culminated in a breathtaking showdown between McLaren and Ferrari for the Constructors’ Championship in Abu Dhabi.
“With decades of history in F1 connecting us to the most successful drivers and teams of all time, we are honoured and privileged to be the name connected to the very thing that defines the winner: time,” said Antoine Pin, CEO of TAG Heuer.
TAG Heuer’s presence remains palpable both on and off the track. With trackside branding, Fan Zone and Paddock Club activations, and exclusive timepiece ranges to capture the drama and energy of Formula One, it was a no-brainer for the two brands. Besides, the union of the two seems apt, so intrinsic that picturing a different horological sponsor feels almost impossible.
For now, this iconic partnership is off to a great start with nary a sign of slowing.
"America is all about speed. Hot, nasty, badass speed.” I couldn't stop thinking about the quote—which opens the 2006 racing comedy Talladega Nights: The Ballad of Rick Bobby—during my weekend at the US Grand Prix in late October.
The annual Formula One event in Austin, Texas, features everything a spectator could ask for in a three-day weekend packed with high-speed racing. Incredibly fast cars? Check. Outdoor barbecue? More brisket than I could eat in a lifetime. Heated competition? Hotter than a Carolina Reaper under a blistering ninety-five-degree sun. After the first car whizzed by me at over 322 kilometres per hour, I was ready to call the 21st-century chariot race my personal sporting event of the year. With this weekend's Las Vegas Grand Prix marking another major stateside moment for the sport, I have to ask: Why did it take so long for America to catch on?
Lewis Hamilton, the seven-time Formula One world champion, told The Athletic earlier this year that he “couldn’t fully understand” why American audiences didn’t love Formula One as much as football or basketball. “When I went to NFL and NBA games, seeing how passionate the Americans are about sport,” Hamilton said, he wondered “how they hadn’t yet caught the bug.”
Still, the sport’s popularity in America has boomed over the last five years, thanks to some major contributing factors. For starters, the Formula One calendar added a third race in the states last year, when a circuit through the Las Vegas strip followed the annual events at Miami and Austin. We can also point to Sirius XM and Live Nation’s umbrella company, Liberty Media, purchasing the Formula One Group in 2017. The deal moved the broadcasting headquarters for the sport stateside, as well as the promotional and organizational rights.
Around the same time, a Netflix documentary series titled Drive to Survive delivered a behind-the-scenes look at racing’s biggest stars—including Hamilton. Six seasons later, and now a significant portion of Formula One’s U.S. fanbase will likely tell you that their initial interest stemmed from the Netflix series.
A staggering 3.1 million viewers tuned into the Miami Grand Prix earlier this summer, according to ESPN, setting the all-time US television record for a live Formula One telecast. The sports network reported that another 1.5 million viewers on average watched the US Grand Prix in Austin, while roughly 400,000 fans attended in person.
I was among the crowd that weekend at Austin's Circuit of the Americas—huffing the smell of burnt rubber tyres and yelling over the noise of V6 turbo engines. I picked my jaw up off the ground when billionaire Mercedes Formula One CEO Toto Wolff sat down for breakfast at my hotel. And from my view at the finish line, the cars were so close to fans that it felt like I could reach out and touch them.
Actually, I did touch them. I joined a Pirelli-sponsored Formula One event called a “Hot Lap.” Hell, I even sat in a McLaren sports car for a quick drive. A professional driver whipped me around the track at over 225 kilometres per hour, as I held on to a little door handle for dear life. Exhilarating? Sure. Incredibly frightening? Yes. It’s like a rollercoaster, but if the person sitting right next to you is in control of the ride. You truly feel like you’re going to die. I nervously laughed the entire time.
After I hopped out of the car and regained control of my stomach, Flea (from the Red Hot Chili Peppers, of course) jumped into another car ahead of me. Later that weekend, I saw Gordon Ramsay curse his way through a quick lap. As you might’ve guessed by my company for this event, the Hot Lap wasn't cheap. The three-minute-ride cost fans around USD10,000 this year; it's an extra perk included in the VIP ticket package. As you also might’ve guessed, I did not fork out USD10,000 for the Hot Lap—the kind folks at American Express invited Esquire to Austin for the weekend.
If you're not familiar with American Express's ties to Formula One: They're expanding to become an official global partner for Formula One in 2025, with amenities including presale ticket windows and handy on-site radios. (US Open Tennis fans will no doubt be familiar with the helpful gadgets.) American Express also sponsors women’s F1 Academy league driver Jessica Edgar, who is set to make a special appearance for card members this weekend in Las Vegas.
Following the US Grand Prix in Austin, the Las Vegas Grand Prix holds another chance to boost the popularity of Formula One even higher this weekend. The street race is one of the latest and most exciting additions to the sport, thanks to its nighttime kickoff and its obvious ties with the entertainment hub on the Vegas strip. Formula One is also working in collaboration with Top Gun: Maverick filmmaker Joseph Kosinski to produce an F1 film starring Brad Pitt out in theaters on June 25, 2025.
Now, can Formula One add an American driver? Then we would really start cooking.
Originally published on Esquire US
In the world of Formula 1 racing, million-dollar machines dance on the edge of control, the smell of burning rubber lingers, and the fight for the checkered flag intensifies. The Singapore Grand Prix in September promises to deliver another thrilling spectacle, as human and machine hurtle down the Marina Bay Street Circuit in person unison under the glittering night sky. This is our select curation of watches that capture the essence of competition, speed, and racing.
What could be more fitting for a Formula 1 racing watch than to endure the rigours and intensity of competition? TUDOR rigorously tested its latest Black Bay Ceramic “Blue” by dunking it in freezing water, placing it in magnetic fields, and subjecting it to a series of challenges—all under the scrutinising eyes of the Federal Institute of Metrology, or METAS. Tested for precision, magnetic resistance, water resistance, and power reserve, it emerged victorious, cementing itself as one of the industry’s finest in chronometry and magnetism resistance, thanks to its robust MT5602-1U calibre. Celebrating TUDOR’s return to motorsport, the watch showcases a rotatable sand-blasted black ceramic bezel and the iconic “snowflake” hands, treated with Super-Luminova. The blue domed dial is complemented by a leather and rubber hybrid strap with blue stitching, completing its race-ready look.
In a sport where fractions of a second can determine how high you stand on the podium, precision is king. Omega’s pursuit of horological accuracy has led to the culmination of a single timepiece: the Speedmaster Super Racing. Thanks to the newly patented technical innovation known as “Spirate”, the Omega 9920 calibre is able to fine-tune its movement plus or minus 0.1 seconds per day, resulting in a complete accuracy of 0/+2 seconds per day. This is Omega's most precise timepiece ever. The watch’s design is a high-octane blend of black and yellow, echoing a bumblebee motif. A black ceramic bezel contrasts sharply with a yellow tachymeter scale, while an assured honeycomb dial drives home the theme. Beyond appearances, the Speedmaster Super Racing features a 12-hour chronograph, date function, and a 60-hour power reserve.
You’ve never seen a car-inspired watch manifested like this. Roger Dubuis has partnered with Lamborghini to shatter the creative boundaries of design and engineering. The Excalibur Spider Huracán Monobalancier features an open architecture which reveals a semi-skeletonised movement that resembles the inner workings of a supercar engine. A twin barrel power supply allows the RD630 calibre to deliver a power reserve of 60 hours while maintaining self-winding capabilities. Constructed of titanium, the watch features a balance wheel positioned at 12 O’clock and tilted at a 12-degree angle to mimic the Huracán’s rev counter. Between 5 and 7 O'clock, a discreet date display is cleverly integrated between the dual barrels. Flip the watch over and you’ll witness the full rotor spinning in plain sight through an open caseback, designed to resemble a Huracán wheel rim. This is watchmaking meets automotive engineering in the most visceral way possible.
The Top Time was Brietling’s first foray into the world of terrestrial speed in 1964. Stripped of unnecessary details, the chronograph was instead adorned with bold, graphic displays designed to resonate with a younger audience. Fast forward to 2023, and Brietling revisited this line, this time with the edition of the B01 Ford Thunderbird. Clocking in at a robust 41mm, the watch boasts a pristine white dial with simple printed baton indices, an outer tachymeter ring, and a needle-shaped chronograph seconds hand—vintage sport chronograph features that whisper rather than shout.
This allows for other features to take centre stage, like the rounded-square sub-dials that serve as a nod to the mid-century design, as well as the perforated red leather racing strap that mimics the interior of a Ford Thunderbird. The engine powering the watch is the reliable B01 automatic chronograph movement, a certified chronometer with a power reserve of 70 hours. Talk about horsepower.
Formula One and watches are natural bedfellows. I mean, yes, we could yammer on about how they are both committed to the precision of timing, and how every millisecond could be in the difference between winning and losing – but let’s be honest, most of us aren’t professional racing drivers, therefore one of the most important elements of any F1-timepiece collab is how it looks. Here are our pick of the bunch…
Red Bull Racing x TAG Heuer
Helmed by two-time world champ Max Verstappen, the reigning F1 champions are going into the season as the team to beat (again). This is also the case with its long-term timekeeping partnership with TAG Heuer, which started in 2016. The Swiss watchmaker’s history is deeply rooted in motorsport thanks to its historical mastery of chronographs, and numerous timepieces dedicated to classic motorsport monikers: Monza, Monaco and Carrera. This season expect to see a new addition of its popular Quartz-powered TAG Heuer Formula 1 x Red Bull Racing Special Edition chronograph.
Mercedes-AMG Petronas x IWC
With eight championship titles between 2014 and 2021, Mercedes-AMG Petronas have won more consecutive titles than any other team in Formula 1 history. While star driver Lewis Hamilton deserves much of the credit for this, the driver himself is quick to point out that his success hinges on the team of more than 900 engineers, designers, mechanics, and support staff working behind the scenes. This teamwork is the inspiration for the new Pilot’s Watch Chronograph 41 Edition “Mercedes-AMG Petronas Formula One Team” — the watchmaker’s first timepiece dedicated to the entire team.
Scuderia Ferrari x Richard Mille
It has been said that without Ferrari, does Formula One even exist? The answer, of course, is ‘yes’, but the point is made all the same. Ferrari has long been F1’s superlative brand, which makes sense that its debut timepiece collaboration with ultra-luxury watchmaker Richard Mille comes with a world record. Released last year, the RM UP-01 Ferrari became the world’s thinnest watch, measuring at just 1.75mm thick. Inspired by the technical prowess of each other the ultra-thin timepiece exemplifies a new approach to watch mechanics in which technicity more than ever dictates aesthetics.
Aston Martin x Girard Perregaux
Most of us aren’t professional racing drivers, therefore one of the most important elements of any F1-timepiece collab is how it looks. Cue the new Laureato Absolute Chronograph Aston Martin F1 Edition from Girard-Perregaux. With its British ‘racing green’ livery, the Aston Martin team has arguably the coolest looking car on the Formula One grid. So, as the Swiss watchmaker rightfully has decided: if you’ve got it, flaunt it. The material used in the 44mm case is a first for the watch industry using a blend of titanium powder and carbon elements taken from last year’s Aston Martin F1 race cars. The result is a case that has a look similar to forged carbon fibre, but a closer look will reveal subtle green touches in the material that match the watch’s dial and the livery of the racing car.
Alpine x Bell&Ross
Last year the French racing team, Renault, changed its name to Alpine – in order to give more name recognition to the car maker’s range of sports cars. But while the name may have changed, it continued its partnership with the Parisian watchmaker Bell&Ross.
Bell&Ross took advantage of this change in branding to alter the look of its F1-themed collection quite drastically. Removing Renault’s famed yellow as the predominant colour of the range, replacing it with Alpine’s ice blue colourway for its BR 03-92 A522 model.