Several watchmakers have documented partnerships with car brands, but the relationships differ: some have produced named co-branded watches, while others involve motorsport teams, drivers or a broader brand partnership. The clearest examples include TAG Heuer and Porsche, IWC and Mercedes-AMG, Breitling and Aston Martin, and Richard Mille and Ferrari.
Which watch and car brands have collaborated?
These four examples show why it helps to distinguish a watch release from a partnership announcement. A brand relationship alone does not establish that a particular watch exists or is currently for sale.
| Brands | What the official sources establish | Specific watch evidence |
|---|---|---|
| TAG Heuer and Porsche | Global partnership announced in 2021; Porsche’s 2022 release tied the collaboration to the 50th anniversary of the 911 Carrera RS 2.7. | Yes. Porsche announced limited-edition Carrera x Porsche chronographs. Porsche’s announcement |
| IWC and Mercedes-AMG | IWC says the partnership began in 2004. A separate engineering partnership with the Mercedes-AMG PETRONAS Formula One team began in 2013. | Yes. In February 2026, IWC announced two limited-edition Pilot’s Watches designed with driver George Russell. IWC’s announcement |
| Breitling and Aston Martin | Breitling describes itself as the official watch partner to Aston Martin and its Formula One team. | The cited partnership page does not establish a specific released watch model. Breitling’s partnership page |
| Richard Mille and Ferrari | Richard Mille describes a multi-year partnership across Ferrari motorsport and esports activities. | The cited page describes the partnership, but does not establish a retail listing or price. Richard Mille’s partnership page |
TAG Heuer and Porsche: a partnership with named co-branded watches
Porsche says it entered a global partnership with TAG Heuer in 2021. The following year, Porsche announced Carrera x Porsche limited-edition chronographs in connection with the 50th anniversary of the Porsche 911 Carrera RS 2.7. That is direct evidence of a partnership that produced physical co-branded watches, rather than only a sponsorship or team role.
Porsche’s release says the watch incorporates Porsche design codes, including blue details and the Porsche crest on the crown. The automotive connection is therefore documented in the product itself, not just in the partnership name. The release quotes Oliver Blume, then Porsche CEO: “The anniversary of this sportscar icon is the perfect occasion for us to launch a joint watch with our close partner TAG Heuer, with whom we share the same philosophy and love for exclusive products that combine innovation and heritage.” Read Porsche’s 2022 announcement.
#1 Best Overall
IWC and Mercedes-AMG: brand, team and driver links
IWC dates its relationship with Mercedes-AMG to 2004. It separately says it became Official Engineering Partner of the Mercedes-AMG PETRONAS Formula One team in 2013. Those are related but distinct claims: one describes the IWC–Mercedes-AMG partnership, while the other identifies IWC’s role with the Formula One team. IWC’s Mercedes-AMG partnership information and its Formula One team information.
In February 2026, IWC announced two limited-edition Pilot’s Watches designed with Mercedes-AMG PETRONAS driver George Russell. This is a specific watch collaboration within the wider relationship; it is not the same thing as the engineering-partner role. See IWC’s George Russell announcement.
Breitling and Aston Martin: an official partnership, not proof of a particular model
Breitling identifies itself as the official watch partner to Aston Martin and the automaker’s Formula One team. That supports describing an official partnership, but the cited page does not identify a particular released watch. A partnership page should not be treated as proof of a model, its reference number, or its availability. Breitling’s Aston Martin partnership page.
Richard Mille and Ferrari: a broad motorsport relationship
Richard Mille describes its multi-year partnership with Ferrari as spanning Formula One, World Endurance Championship (WEC) endurance racing, GT competitions, Ferrari Challenge, driver academy races and esports. The brand links the relationship to shared technological innovation. This describes a broad motorsport and brand partnership; the cited page does not establish a specific watch retail listing or price. Richard Mille’s Ferrari partnership page.
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How to assess a watch-and-car collaboration
- Identify the relationship type. It may be a co-designed retail watch, a broader brand partnership, a team engineering role, a timing role or a driver collaboration. These labels are not interchangeable.
- Look for product evidence. An official announcement that names a watch is stronger evidence of a product than a page that only describes a partnership.
- Check what design elements are actually documented. Porsche’s release, for example, names blue details and a crest on the crown. Do not assume another partner’s styling, materials or symbols without an official description.
- Keep dates distinct. A partnership’s stated start date and the announcement date of a watch are different milestones, as IWC’s 2004 and 2013 relationship dates illustrate.
- Verify current availability separately. A limited-edition announcement does not show that a watch remains in stock. Check the exact model reference and seller listing before treating an edition as purchasable.
The official sources cited here do not provide comparable prices or current inventory, so they do not support ranking these collaborations by value or present-day availability. They also document examples, not an exhaustive history of every watchmaker–automaker pairing.
Quick Recap
Best Value
- Dial Color: Black, Case Shape: Round, Dial Glass Material: Sapphire Crystal
- Band Color: Silver, Band Material: Stainless Steel
- Watch Movement Type: SwissQuartz, Watch Display Type: Analog
- Case Material: Stainless Steel, Stainless Steel Bezel
- Warranty type:Manufacturer; 2 Years International Warranty
Rank #4
- TAG HEUER SMARTWATCH - Includes waterproof TAG Heuer Smart Watch Connected Calibre E4 42 mm Golf Edition, white strap, and black/green interchangeable rubber straps with titanium grade 2 buckles, USB-C cable, main socket, charging dock, and 3 Tag Heuer Golf balls.
- WHERE LUXURY MEETS SPORTS & FITNESS - Tag Heuer fitness watch features include heart rate, wellness, fitness, steps, calling, SMS, emails, compass, microphone, barometer readings, and more. Pre-installed apps & features include TAG Heuer Sports (Running, Cycling, Fitness, Swimming, other sports), TAG Heuer Wellness, TAG Heuer Golf, NFT Viewer.
- MAXIMIZED FOR HIGH PERFORMANCE - Tag Heuer Watches men or women is crafted in ultra-light grade 2 titanium and integrating ergonomic black steel pushers, the sandblasted, black DLC-finished case is built to endure.
- A MUST HAVE FOR EVERY GOLFER - TAG Heuer Golf Watch has a stunning 2D high resolution display showing hazards and distances of more than 40,000 golf courses worldwide.It's the perfect caddie on the wrist; one has just to glance at the watch to know the distance for the next shot while seeing the club recommendation.
- TAG HEURER WATCH POWER & CONNECTIVITY - Running on an impressive Qualcomm Snapdragon Wear 4100+ chipset with a Sapphire Crystal AMOLED display 1.28". With smart watch features that connect with Wi-Fi, Bluetooth 5.0, NFC, NS GNSS.
Product prices and availability are accurate as of the date/time indicated and are subject to change. Any price and availability information displayed on Amazon at the time of purchase will apply.
