The last few weeks have certainly been exciting ones in the world of Formula 1. Lewis Hamilton has decided that he looks good in red, having signed for Ferrari from next year onwards, while Christian Horner – the boss of their big rivals, Red Bull – has been accused of being a very naughty boy, with the whole team seemingly imploding despite winning everything on track in the two races held so far.
But for those more interested in watches rather than sensational headlines, it’s just got even more exciting, as one of the most significant sponsorship deals seen in the history of F1 has recently been signed.
Tudor to sponsor Visa Cash App Racing Bulls. Credit: Tudor.
Just when the team formerly known as AlphaTauri, previously called Toro Rosso, managed to cause a bit of an upset by renaming themselves Visa Cash App Racing Bulls (a mouthful that some people abbreviate to V-CARB; which sounds like some sort of weight-lifting supplement) they redeem themselves big time. Because they’ve also managed to land a sponsorship deal with Tudor, which makes this one of the most exciting, desirable, and genuinely attainable watch associations in Formula 1.
Rolex Le Mans 100. Credit: Mediaworld.
With Rolex being a historic championship sponsor as well, the arrival of Tudor as a team sponsor completes the set. The new partnership will mean that drivers Daniel Ricciardo and Yuki Tsunoda are going to be wearing Tudor watches at all times, while for Tudor, it actually marks a long-awaited return to motorsport sponsorship.
The brand has previously supported winning teams starting with the Tudor Watch Racing Team in the late 1960s, right up to the recent IMSA Tudor United SportsCar Championship – but mainly in the United States. This is the first truly global motorsport campaign from them, and it’s going to be fascinating to see the impact it has on sales and future special editions.
Daniel Ricciardo sporting unknown F1 x Tudor Black Bay Ceramic. Credit: Mediaworld.
Look carefully at the driver photoshoot that took place before the start of the F1 season, and you’ll spot Ricciardo wearing a Tudor that nobody has ever seen before, in bright blue. It’s based on the Black Bay Ceramic, but with a very different look. The lightweight ceramic case, and the METAS-certified movement within it, is certainly very F1. Expect an official announcement soon…but personally, I already love it.
Tudor Black Bay Ceramic. Credit: Tudor.
Tudor says that this latest partnership reflects its ‘born to dare’ campaign: are we soon going to see David Beckham at the wheel of a Formula 1 car too? Tudor’s brand ambassador has been spotted on the grid often enough after all….
David Beckham for Tudor. Credit: Tudor.
In another news, Girard-Perregaux has renewed its association with Aston Martin. The two firms have been together since 2021, and after a stunning season that exceeded all expectations from the green team last year, it was something of a no-brainer to renew. So far, the partnership has resulted in five limited-edition watches – and there are more in the pipeline.
Neo Bridges Aston Martin Edition. Credit: Girard-Perregaux.
Patrick Pruniaux, the CEO of Girard Perregaux – which returned to independence in 2022 – commented:
“This is not merely a case of putting Aston Martin’s name on our watches. Instead, it’s the impressive outcome of two companies synergistically working together.”
Laureato Absolute Chronograph Aston Martin F1 Edition. Credit: Girard-Perregaux.
Expect more green-coloured watches similar to the existing Laureato Absolute Chronograph Aston Martin F1 to be released soon.
