Every watch brand sponsorship for the 2024 Formula 1 season included Rolex as F1’s official timekeeper, plus TAG Heuer with Red Bull, IWC with Mercedes, Richard Mille with Ferrari and McLaren, Girard-Perregaux with Aston Martin, H. Moser & Cie. with Alpine, and Tudor with Visa Cash App RB; no sponsor was identified for Williams, Kick Sauber, or Haas.
Rolex’s role was sport-level, not a constructor sponsorship. The team relationships were separate agreements, and the 2024 season should not be confused with Formula 1’s later announcement that TAG Heuer returned as the sport’s official timekeeper from 2025.
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This audit follows the ten-team field listed in the FIA’s 2024 Official Media Kit and distinguishes official team, engineering, timing, and wider motorsport-program roles from driver-only watch associations.
Key takeaways
- Rolex was Formula 1’s global partner and official timekeeper in the 2024 season, not a sponsor of one particular constructor or active driver.
- TAG Heuer partnered with Oracle Red Bull Racing, while IWC Schaffhausen partnered with Mercedes-AMG PETRONAS.
- Richard Mille had 2024 team relationships with both Scuderia Ferrari and McLaren.
- Girard-Perregaux, H. Moser & Cie., and Tudor were associated with Aston Martin, Alpine, and Visa Cash App RB, respectively.
- No watch sponsor was identified for Williams, Stake F1 Team Kick Sauber, or MoneyGram Haas in the contemporaneous 2024 season overview.
What counted as a watch sponsorship in the 2024 Formula 1 season?
A watch sponsorship counted here when a watch brand had a documented sport-level or team-level partnership during the 2024 Formula 1 season; a driver’s personal watch relationship or a watch appearing in a photograph did not automatically count as a team sponsorship.
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The distinction matters because Rolex occupied the sport-wide timekeeping position, while the other brands in the team list were linked to individual constructors or motorsport programs. The FIA’s 2024 Official Media Kit lists a field of ten Formula 1 teams, so the team audit below covers every 2024 entry rather than only the most visible partnerships.
Which watch brands were associated with each 2024 F1 team?
The complete 2024 map separates Formula 1’s overall timekeeper from constructor-level relationships and uses “no sponsor identified” where the available season overview did not identify a watch brand.
| 2024 F1 entity | Watch brand | Role or status | Visible association or evidence |
|---|---|---|---|
| Formula 1 overall | Rolex | Global partner and official timekeeper | Sport-wide role; not a particular team sponsor. 2024 season overview |
| Oracle Red Bull Racing | TAG Heuer | Team timing and watch relationship continuing through 2024 | Relationship dated to 2016 in the contemporaneous overview. Season sponsorship report |
| Mercedes-AMG PETRONAS Formula One Team | IWC Schaffhausen | Official Engineering Partner since 2013 | Official team watches were produced and worn by team personnel. IWC partnership page |
| Scuderia Ferrari | Richard Mille | Team Partner and Official Watch; relationship continued into 2024 | Ferrari’s announcement placed the brand on the cars and drivers’ helmets. Ferrari announcement |
| McLaren | Richard Mille | Official team partnership and timing relationship | Richard Mille documents the McLaren F1 Team partnership. Richard Mille partnership page |
| Aston Martin Aramco | Girard-Perregaux | Partnership renewed on February 8, 2024 | Logo continued on the AMR24. Aston Martin announcement |
| BWT Alpine F1 Team | H. Moser & Cie. | Timekeeping Partner across Alpine Motorsports from 2024 | Partnership covered the F1 team and the wider Alpine motorsport program. Alpine announcement |
| Visa Cash App RB | Tudor | Official partner for the 2024 season | Branding appeared on the car livery and drivers’ race suits. Tudor announcement |
| Williams | No watch sponsor identified | Bremont relationship had ended in 2023 | “No sponsor identified” is the accurate 2024 wording. Contemporaneous overview |
| Stake F1 Team Kick Sauber | No watch sponsor identified | Rebellion Timepieces had previously been associated with the team | No team watch sponsor was identified for 2024 in the dated overview. Contemporaneous overview |
| MoneyGram Haas | No watch sponsor identified | No team watch affiliation identified in the dated overview | This does not rule out personal driver relationships. Contemporaneous overview |
Was Rolex the official F1 watch in 2024?
Yes. Rolex was Formula 1’s global partner and official timekeeper during the 2024 season, but Rolex was not a sponsor of a specific F1 team.
The distinction is between the championship and its constructors. Rolex’s 2024 role covered Formula 1 as a sport, so it should not be placed in the same category as TAG Heuer’s Red Bull Racing relationship, IWC’s Mercedes partnership, or the other team-level agreements. The February 21, 2024 season overview from Fratello Watches described Rolex as holding the official F1 timekeeper role since the 2013 season and specifically stated that Rolex did not sponsor a particular team or active driver.
TAG Heuer’s later return should not be backdated. Formula 1’s current official partner page identifies TAG Heuer’s sport-wide official-timekeeper role as beginning with the 2025 season. In other words, Rolex is the correct answer for 2024, while TAG Heuer is the correct answer for the subsequent 2025 role.
Did TAG Heuer sponsor Red Bull in 2024?
Yes. TAG Heuer was Oracle Red Bull Racing’s team-level watch and timing partner during the 2024 Formula 1 season.
The contemporaneous season review said Red Bull extended the timing sponsorship through the end of 2024 and dated the relationship to 2016. That makes TAG Heuer the watch brand associated with Red Bull Racing in the 2024 team audit, but it does not make TAG Heuer Formula 1’s sport-wide timekeeper for that season.
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The Red Bull relationship also should not be used to identify a specific watch worn by Max Verstappen, Sergio Pérez, or Red Bull personnel. Team sponsorship evidence establishes the commercial relationship; it does not prove that a particular current retail reference was issued to a driver or used in the 2024 activation.
What TAG Heuer Formula 1 watch can a reader actually buy?
The cleanest verified consumer product connected to this relationship is the TAG Heuer Formula 1 Chronograph Automatic, 44 mm, Titanium, reference CBZ2082.FT8096.
TAG Heuer’s official product page listed the watch at $4,950 at the time of verification. The listed specification includes a titanium case, automatic chronograph movement, tachymeter bezel, rubber strap, and 200 m water resistance. The current retail reference is a Formula 1-branded TAG Heuer product, but the available evidence does not establish that this exact reference was the watch used by Red Bull Racing in 2024.
What watch brand partnered with Mercedes in 2024?
IWC Schaffhausen was Mercedes-AMG PETRONAS Formula One Team’s watch partner in 2024, with the relationship formally described as an Official Engineering Partner partnership.
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IWC says the Mercedes partnership began in 2013 and produced official team watches and special editions. The brand also describes those watches as being worn trackside by “engineers, mechanics or race strategists,” which gives the relationship a broader engineering and team-operations identity than a simple logo placement.
IWC’s relationship is therefore best described using the role supplied by the partner itself: Official Engineering Partner. Calling every Mercedes-associated IWC model an “official team watch” would go further than the evidence supports, although IWC does explicitly document official team watches as part of the partnership.
What watch brand was linked to Ferrari and McLaren?
Richard Mille had documented 2024 relationships with both Scuderia Ferrari and McLaren, but the two arrangements should be treated as separate team partnerships rather than one combined F1 sponsorship.
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Ferrari and Richard Mille
Ferrari’s February 22, 2021 announcement identified Richard Mille as Scuderia Ferrari’s Team Partner and Official Watch. Ferrari said the brand would appear on the team’s single-seaters and drivers’ helmets, and the 2024 season overview listed the relationship as continuing during the 2024 campaign. The announcement described the agreement as beginning with the F1 season following the February 2021 announcement, so the relationship did not originate in 2024.
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Ferrari’s official announcement is useful because it confirms both the partnership category and the intended visibility. It does not publish a 2024 sponsorship fee, and no sponsorship-value figure should be inferred from the brand’s prominence.
McLaren and Richard Mille
Richard Mille’s official McLaren F1 Team page documents a separate team partnership built around engineering and performance values. The contemporaneous 2024 overview identified Richard Mille as McLaren’s timing partner.
The same watch brand appearing alongside Ferrari and McLaren does not mean the teams used identical watches, campaigns, or activation terms. Ferrari’s announcement specifically addresses single-seater and helmet visibility, while Richard Mille’s McLaren material establishes the McLaren team relationship without proving that Ferrari and McLaren received the same product or branding package.
Which watch brands were linked to Aston Martin, Alpine, and RB?
Aston Martin had Girard-Perregaux, Alpine had H. Moser & Cie., and Visa Cash App RB had Tudor as their documented 2024 watch-brand partners.
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Aston Martin Aramco and Girard-Perregaux
Aston Martin Aramco announced on February 8, 2024, that it had renewed its partnership with Girard-Perregaux. The team said the renewal followed three years of association and confirmed that the Girard-Perregaux logo would continue to appear as Aston Martin prepared the AMR24.
Lawrence Stroll, Executive Chairman of Aston Martin Aramco Formula One Team, said: “It’s been a remarkable three years in partnership with Girard-Perregaux.” The quote appears in the team’s February 8 announcement.
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Alpine and H. Moser & Cie.
H. Moser & Cie. became Alpine Motorsports’ first global partner through an announcement dated February 1, 2024. The agreement covered the BWT Alpine F1 Team and Alpine’s wider motorsport program, with H. Moser & Cie. identified as the Timekeeping Partner across all disciplines.
That scope is broader than an F1-only logo deal. H. Moser & Cie. CEO Edouard Meylan said: “What interests me in collaborations is to explore new territories, to enjoy a journey with others and to share different perspectives.” The statement is included in the Alpine partnership announcement.
Visa Cash App RB and Tudor
Tudor returned to motorsport through an official partnership with the newly created Visa Cash App RB Formula One Team on February 1, 2024. Tudor said the partnership covered the 2024 F1 season, with branding displayed on the car livery and the drivers’ race suits.
Tudor CEO Eric Pirson said: “TUDOR has always been fueled by a daring spirit, a consistent will to do things differently.” A related 2024 season report said Tudor confirmed a blue-dial Black Bay Ceramic connected with the Miami Grand Prix activation. Exact retail availability of that activation watch should be checked separately rather than assumed from the sponsorship announcement.
Independent reader supportYour contribution helps us test, update, and keep practical guides available for everyone.Which 2024 F1 teams had no watch sponsor identified?
Williams, Stake F1 Team Kick Sauber, and MoneyGram Haas had no watch sponsor identified in the contemporaneous 2024 season overview.
| Team | Relevant previous relationship | Accurate 2024 conclusion |
|---|---|---|
| Williams | Bremont’s contract had ended in 2023. | No watch sponsor identified for 2024. |
| Stake F1 Team Kick Sauber | Rebellion Timepieces had been associated with the team in 2022 and 2023, but the watchmaking activity ended. | No watch sponsor identified for 2024. |
| MoneyGram Haas | No team watch affiliation was identified in the dated overview. | No watch sponsor identified for 2024. |
The wording is deliberately cautious. “No watch sponsor identified” does not mean that no Williams, Kick Sauber, or Haas driver wore a watch, had a personal endorsement, or appeared in a campaign. It means that the available season-wide team audit did not identify a constructor-level watch partnership.
The overview reproduced this official Rebellion statement about the end of its watchmaking activity: “The Board of Directors of Rebellion has decided to concentrate exclusively on automotive activities. We are therefore terminating the activities of Rebellion Timepieces SA.”
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Which 2024 F1-linked watches are easiest to buy?
The TAG Heuer Formula 1 Chronograph is the clearest currently documented retail option in this research, while the other partnerships generally lead toward luxury boutiques, limited releases, collector channels, or products whose exact availability requires separate verification.
| Brand and team connection | What is verified | Buying reality | Best fit |
|---|---|---|---|
| TAG Heuer and Red Bull Racing | Formula 1 Chronograph Automatic, 44 mm, Titanium CBZ2082.FT8096; $4,950 listed on the official product page at verification. | Current retail product verified; exact 2024 team-issued connection not verified. | Readers wanting a directly Formula 1-branded watch with a documented 2024 team association. |
| IWC and Mercedes | IWC documents official team watches and the Official Engineering Partner relationship. | Exact current Mercedes model and price are not established by this dossier. | Luxury buyers interested in Mercedes engineering and team identity. |
| Richard Mille and Ferrari or McLaren | Official relationships with both teams are documented. | Collector and specialist luxury-watch market; no practical retail recommendation is verified here. | High-end collectors prioritizing the team partnership over accessibility. |
| Girard-Perregaux and Aston Martin | Partnership renewal and AMR24 logo visibility are documented. | Authorized-retailer or pre-owned research may be relevant; exact product availability is not verified here. | Collectors seeking Aston Martin-associated luxury watchmaking. |
| H. Moser & Cie. and Alpine | Timekeeping Partner status across Alpine Motorsports is documented. | Exact 2024 retail product and external program availability require verification. | Independent-watchmaking collectors. |
| Tudor and Visa Cash App RB | Official 2024 partnership and a blue-dial Black Bay Ceramic Miami activation are reported. | Exact retail availability of the activation product should be checked before purchase. | Buyers looking for a mainstream luxury sports watch with the clearest 2024 RB link. |
The product distinction is important for buyers. A watch can be Formula 1-branded, made by a brand that sponsors a team, associated with a race-weekend activation, or genuinely issued as an official team watch. Those are related but different claims.
What should not be inferred from the 2024 sponsorship list?
The 2024 sponsorship list does not establish sponsorship fees, which brand had the largest deal, or that every watch carrying a team-linked brand was designed for that team.
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- Rolex’s official-timekeeper status does not make Rolex a Red Bull, Ferrari, Mercedes, or other constructor sponsor.
- TAG Heuer’s Red Bull relationship does not move its sport-wide official-timekeeper return back from 2025 to 2024.
- Richard Mille’s relationships with Ferrari and McLaren do not prove that both teams used the same watch, campaign, or contract terms.
- “No sponsor identified” for Williams, Kick Sauber, or Haas is more accurate than claiming those teams had no watch-related activity of any kind.
How the 2024 F1 watch sponsorships break down
The season had one sport-wide official timekeeper and seven team-level watch relationships spread across six brands, with Richard Mille appearing on two teams. The remaining three teams had no watch sponsor identified in the contemporaneous overview.
For a team-by-team answer, the short version is: TAG Heuer–Red Bull; IWC–Mercedes; Richard Mille–Ferrari and McLaren; Girard-Perregaux–Aston Martin; H. Moser & Cie.–Alpine; and Tudor–Visa Cash App RB. Rolex belongs above that list as Formula 1’s 2024 sport-level timekeeper, not inside it as an eleventh team sponsor.
The Bottom Line
In 2024, Rolex was Formula 1’s official timekeeper at the sport level. The constructor-level watch relationships were TAG Heuer–Red Bull, IWC–Mercedes, Richard Mille–Ferrari and McLaren, Girard-Perregaux–Aston Martin, H. Moser & Cie.–Alpine, and Tudor–Visa Cash App RB; no sponsor was identified for Williams, Kick Sauber, or Haas.
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