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Ferrari and Richard Mille announced a multi-year partnership in February 2021, combining Formula 1 branding with roles across Ferrari’s wider motorsport and esports programs and a planned range of co-developed watches. The available official information explains the deal’s breadth, but does not show that it has “shaken up” F1 sponsorship: its fee, audience impact and comparative standing have not been disclosed.
What did Ferrari and Richard Mille announce?
On 22 February 2021, Ferrari announced Richard Mille as a sponsor and licensee for the Prancing Horse, and as Team Partner and Official Watch of Scuderia Ferrari Mission Winnow, beginning with the next Formula 1 season. The agreement was described as multi-year. Ferrari’s announcement said Richard Mille branding would appear on Ferrari single-seaters and drivers’ helmets, among other placements.
The announcement went beyond the F1 team. It included official timekeeping, sponsorship of Competizioni GT and Ferrari Challenge, a partnership with the Ferrari Driver Academy, and a technical partnership with the Ferrari Esports Series and FDA Esports Team.
How does the partnership extend beyond Formula 1?
Richard Mille’s current Ferrari partner page describes the relationship across F1, the World Endurance Championship (WEC), Competizioni GT, Ferrari Challenge, the Ferrari Driver Academy and esports. Ferrari also maintains a Richard Mille partner listing.
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This wider footprint matters because the collaboration is not presented solely as a logo placement on an F1 car. It connects the watchmaker with Ferrari’s racing programs, driver development and esports. However, the current partner page does not specify the agreement’s end date or establish whether it has been renewed under new terms.
What do the watches add?
Ferrari’s 2021 announcement said the companies’ research and design teams would work together on an exclusive range of limited-edition watches. Richard Mille’s current Ferrari page names the RM 43-01 and RM UP-01 Ferrari. Those models show the product side of the collaboration alongside its sponsorship and partnership roles; the sources do not provide terms for the watch range or a quantified commercial result.
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Does the deal prove F1 sponsorship is changing?
It demonstrates a broad partnership structure: F1 team status and visibility sit alongside activity in other series, driver development, esports and joint product work. But that is not enough to conclude that the agreement has disrupted or reset F1 sponsorship. The official sources reviewed disclose no partnership fee, audience-reach figure, brand-lift result or measured effect on other sponsorship deals.
Ferrari’s 2024 season results provide sporting context, not evidence of Richard Mille’s sponsorship performance. In its 2024 annual report, Ferrari reported 652 Constructors’ Championship points, five victories, 22 podiums and four pole positions for the season. Ferrari also says partner-logo visibility and placement reflect sponsorship level, but does not identify Richard Mille’s level or quantify the impact of its placements. Ferrari’s annual reports discuss sponsorship visibility and broader partnership marketing, including F1 hospitality and driver promotional activities; those general examples are not attributed specifically to Richard Mille.
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To establish whether this deal is unusual or influential, a like-for-like comparison would need evidence on partner designation, term disclosure, car or driver-kit visibility, rights beyond F1, co-developed products and disclosed commercial outcomes. The available material supports describing the partnership’s scope, not ranking it against other watch sponsors.
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- Watch Features: Functional chronograph, Sward shape minute and hour hands with red painting, Arabic numeral markers,Bling crystal and stars decored bezel, make it to be the most luxury watch for men.
- Fashion Chronograph Watch: Quartz watch movement with time display, the 24 hours dial locates at 3 o'clock, decorated calendar window below 12 o'clock, real calendar locates between 4 o'clock and 5 o'clock, High quality chronograph quartz movements provide precise time.
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- Durable and Comfortable: The watch case are made of stainless steel, which is good for hypoallergenic. IP plating stainless steel watch is not easy to fade. 22mm width silicone strap gives you a comfortable wearing experience.
- Waterproof: Water resistance for daily life is only suitable for splash and rain, but not for diving ,swimming or showering.
What remains undisclosed?
- The partnership’s financial terms and any quantified audience or brand impact.
- The contract’s end date and whether, or on what terms, it has been renewed.
- Richard Mille-specific activation results, including any hospitality or promotional activity attributed to the brand.
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