With Miss Inass Akisra, we’ve been through everything that horology means for Formula 1. However, with the release of the F1 movie (where Brad Pitt made more buzz among the sport’s amateurs than Verstappen) watches have unexpectedly but justifiably taken quite the spotlight. 

See, what I want to talk about is how this movie (not ”film” since that’s a word a snob like me uses for the more classic side of cinema) is not only showing how cool it is to be into motor racing as a watch enthusiast, but also how intentional the production team is with the pieces chosen for the characters. 

IWC is one hell of a watch company. The International Watch Company. A deep and rich aviation heritage. A strong and imposing presence in motor racing. And of course, a rising voice in popular culture.

In my opinion, they could not have picked a better sponsor for this modern F1 hyper interpretation. IWC has been very active these past few years. Especially after that GPHG win! 

Their partnerships with creators (they’d better sponsor me), their social media presence, their marketing, their releases… again, very active. 

As for the movie related pieces, Brad Pitt, being who he is, had a custom green dial Ingenieur made just to flex on us common folk. YES, a modified Gerald Genta (may his sould rest in piece) creation for a hollywood movie.

But it doesn’t stop at Pitt’s wrist. The whole thing feels like a curated watch flex. The shots where the watches aren’t just props, yet part of the storytelling. The mechanical heart of racing meets the mechanical heart of watchmaking.

And of course, IWC didn’t show up empty-handed. You can’t just slap any chrono on the wrist of a fictional F1 legend and call it a day. What they did was go full method. The production reportedly worked hand-in-hand with IWC’s design team to build “visual continuity”, both for realism and brand identity. That custom green-dial Ingenieur? It’s not just a vanity piece for Brad. It’s character-driven product placement. The color isn’t a random pick either — it’s a nod to British Racing Green, but also to IWC’s increasingly bold chromatic experimentation (see the Top Gun Mojave or Woodland editions).

Now, let’s take a second to reflect on what this means beyond the screen. We’re seeing a shift in how watches are presented in mass media. In the past, you’d get a wide shot, and maybe the Bond Submariner would get a two-second close-up. Now? The watch gets its OWN introduction scene.

And this is where F1 and watches really start dancing in rhythm. Both industries share this deep obsession with precision, with weight, with materials. Titanium is king in both paddocks. Aerodynamics in racing, case ergonomics in watchmaking. Carbon fiber on a spoiler, or a dial. It’s the same engineering language spoken by two crafts.

And what this movie did is shine a spotlight on that overlap. It reminded the public that being into watches and being into motorsport isn’t niche anymore. It’s not a dusty collector’s club or a rich guy’s Sunday hobby. It’s part of a larger visual and mechanical identity — something people actually relate to. You don’t have to own the Ingenieur to get it. You just have to know what it means.

Also, let’s be honest: a lot of people watching F1 now came through Netflix’s Drive to Survive. This movie is the next chapter. And IWC, once again, is positioning itself right at the intersection of new fans, old collectors, and cinema’s permanent craving for cool.

So where does that leave us? Enlightened by these big corp marketing lessons ? 

Anyways, I’m just wondering if Genta would approve of this…

Behind Every Great Lap Time, There’s an Even Greater Chronograph.

If you read all our previous articles in the In Play series, you’d have surely deduced that brand involvement/marketing strategy (placement, alignment) is mostly, if not integrally, psychological warfare.

We’ve covered tennis, golf, and equestrian sports, with each exploring how watches operate within their worlds. And came to conclude that they don’t mean the same thing across disciplines. In tennis, they represent ascendancy. In golf, tradition. In saddlesports, the social code. But something’s been left unsaid. Or maybe just delayed. And a hunch tells me you share my feeling, too dear reader? Hopefully, or else I’ll seem like a delusional fool.

Since we talked about horses, let’s pivot towards something more passionate, less coded, and that still involves horsepower: the FIA Formula One World Championship—or, more commonly known, Formula 1.

Whereas in the previously mentioned sports, everyone has to keep it mindful and demure to a certain extent, F1 plays by a totally different logic.

Because really, why would you want to be subtle while sharing the grid with 20 V6 turbo hybrid engines that blast at the same volume as jet engines? (130 decibels. I’ve checked. I’m just as shocked as you are). Watches can be as loud and flashy as they want—nothing they do will ever out-boom the cars.

The rules here are so different that the watch brand dominating every other sport doesn’t even run this track. Cough cough, Rolex. It never quite felt at home in F1, even after holding the title of official timekeeper for 13 years. Because it forgot the golden rule:

In F1, the grid doesn’t care about subtlety, and neither do the watches that survive on it. Seeing that the winning watch brand isn’t the most historic—it’s the one that looks like it was built in a wind tunnel or made to withstand 6Gs.

Richard Mille is the perfect specimen that backs up this theory.

Not only are they one of the flashiest watch brands there is, but they landed a collaboration with 2 very notable teams, McLaren (2017) and Scuderia Ferrari (2021).

Their collabs with McLaren and Ferrari aren’t just branded crossovers—they feel like extensions of each team. The 4 McLaren pieces (RM 11-03, RM 50-03, RM 40-01, and RM 65-01 McLaren W1) reflect exactly what the team is known for: pushing limits through materials, keeping things ultra-light, and building with performance in mind. On the Ferrari side, the RM UP-01, RM 43-01 and the new RM 72-01 “Charles Leclerc” are a nod to pure racing heritage—sleek, technical, and unmistakably tied to the brand’s visual and mechanical DNA. It’s design that actually makes sense in the world it’s meant for. And the best part is that these watches aren’t sitting behind glass. They’re actively seen out and about in the grid, on the drivers wrists. All 4 of them. Ultimately fulfilling the finality behind these partnerships, which is gaining visibility.

If there’s one brand that’s earned its stripes on the F1 circuit, it’s TAG Heuer.

As they famously served as the sport’s official timekeeper from 1992 until 2003. But their ties to the sport go way back—like 1971 back—when they became the first watchmaker to sponsor a Formula 1 team (Scuderia Ferrari, no less). Back then, they were still just Heuer, and the partnership was more on the actually operational side than being a simple branding move. They supplied trackside timing systems (translation: timing their engine speed/performances)and dashboard chronographs to Ferrari; all of this meant so much to Jack Heuer that he offered their services free of charge. It was a bet on prestige, not profit—and a clever one at that because it paid off. During that era, Ferrari won multiple titles with Niki Lauda behind the wheel, and Heuer became part of that golden narrative.

This sponsorship also gave rise to a few timepieces. The Heuer Carrera 1158 CHN, an 18-karat gold chronograph, was gifted to Ferrari drivers like Niki Lauda and Clay Regazzoni—a highly coveted collector’s item today. Another standout was the Heuer Monza Chronograph featuring a distinctive cushion-shaped case (which kinda reminded me of the Ralph Lauren Western Cushion) introduced in 1976 to commemorate Lauda’s first world title with Ferrari. Named after the emblematic Italian circuit. These watches surpass their intended purpose of just being worn and are real markers of the legacy of this joint venture.

In 1985, after TAG (Techniques d’Avant Garde) Group acquired Heuer, the newly formed TAG Heuer kicked off what would become a legendary 30-year collaboration with McLaren (1985-2015). This partnership spanned the Senna-Prost rivalry, Mika Häkkinen’s championship era, and Lewis Hamilton’s first title in 2008. Their logo was on the suits, the helmets, the tools—not just the cars.

Over the years, they co-developed a number of co-branded timepieces that celebrated McLaren’s racing spirit and technological DNA. Notable models included the TAG Heuer Formula 1 McLaren Special Editions, designed with McLaren’s signature colors and branding; the TAG Heuer Carrera MP4-12C Chronograph, inspired by the McLaren supercar of the same name, featuring carbon fiber dials and tachymeter scales; the Kirium Ti5 McLaren Edition, a limited edition model with a lightweight titanium case; and the SLR Chronograph, developed in homage to the Mercedes-Benz SLR McLaren supercar, fusing automotive design cues with horological craftsmanship.

The partnership even involved technical R&D (Research & Development) between the two brands, evolving into something far beyond simple marketing—true co-creation.

In 1986, TAG Heuer launched the now-iconic Formula 1 collection—bold, accessible, and full of color—targeted towards younger fans but still rooted in the speed and adrenaline of the sport. Nearly four decades later, in 2024, TAG Heuer partnered with lifestyle brand Kith to reissue this collection, reviving ten models from that exact 1986 lineup. The revival gave new collectors (and longtime fans) a fresh reason to revisit their love of F1-style timekeeping. 

After ending their three-decade partnership with McLaren in 2015, TAG Heuer didn’t exit the track—they switched lanes. In 2016, they became the official partner and timekeeper of what is now the Oracle Red Bull Racing Formula 1 Team. This partnership marked a shift in energy: Red Bull was younger, edgier, and fiercely competitive. TAG Heuer even branded the team’s power units as “TAG Heuer” engines for several seasons—a bold move that amplified visibility and deepened integration. 

And let’s be real, watch brands do looove some wristshots. Because that’s where the halo effect kicks in: the driver wins, and the watch wins with them.

The collaboration extended beyond branding into product design, with multiple Red Bull Racing special edition watches that reflect the team’s personality and high-performance ethos. Among them, the TAG Heuer Formula 1 Chronograph x Red Bull Racing Special Edition (CAZ101AL.FT8052) features a blue sunray dial and red-yellow accents, while its sibling, the CAZ101AK.BA0842 pairs a steel case with a tachymeter bezel. The Formula 1 Automatic Chronograph x Oracle Red Bull Racing (CBZ2080.FT8091) with a titanium case and forged carbon bezel. And for the tech-forward crowd, there’s the Connected Calibre E4 Red Bull Racing Edition(SBR8A80.EB0365), a smartwatch. Which may not thrill mechanical purists (Walid included) but it absolutely fits Red Bull’s data-driven, tech-obsessed DNA. 

But most of all, let me tell you about one person who was important in TAG’s history with F1: Ayrton Senna. THE ICON. He was chosen to be ambassador because he was the human embodiment of how TAG Heuer wanted to seem: precise, relentless, technical, and wired for greatness. The brand has honored that legacy ever since, through Senna Special Editions that still show up in the Formula 1 and Carrera lines, with the signature “S” logo, bold bezels, and colors that nod to his helmet and Brazilian heritage. I like to believe that it’s not just a nostalgic nod but an act of continuity, of still keeping him on the wrist of the sport ever since.

At Watches & Wonders 2025, TAG Heuer didn’t just show up—they leaned all the way into their racing DNA. First up was the Formula 1 Solargraph: a throwback to the brand’s colorful ’80s era, inspired by the same 1986 collection that informed the look of the Kith collab. Even though this release resembles the revival pieces, it’s fundamentally different—it’s forward-facing and now equipped with solar-powered tech, making it far more functional for daily wear. Then came the Monaco Split-Seconds Chronograph F1: a white ceramic watch with a translucent red dial that raised quite a few eyebrows. Both models are loud in every way (right and wrong), proving TAG’s still got it.

Today in 2025, post 22 years of absence, we’re pleased to see that they reclaimed their previous,rightful, title with a fresh 10-year deal under the LVMH umbrella from their predecessor (or usurper some might argue; but we’ll leave that discretion up to you) Rolex.

Aside from these two titans—TAG Heuer and Richard Mille—the rest of the F1 grid isn’t watchless . IWC Schaffhausen backs Mercedes-AMG Petronas, Girard-Perregaux partners with Aston Martin, Tudor joins Visa Cash App Racing Bulls (formerly AlphaTauri), and H. Moser & Cie. supports Alpine. But these collaborations mostly trickle through the same golden rule filter: big, bold, aggressive-looking, crammed-dialed watches, dressed in their teams’ liveries. 

In fine, every sport represents a different medium for watches: F1 is a colosseum, just as tennis is a stage, golf is a clubhouse key, and saddlesports are a monogrammed VIP invite. To be part of the action in the Colosseum arena, a watch can’t just show up—it has to be spec’d up, engineered for adrenaline, and dressed with the right gear or ethos to survive the pace. Only then does it earn its shot under the floodlights, in a moment of global spotlight.

As an avid lover of this sport and of course a devoted watch collector and enthusiast, writing about golf and its relationship with watches as the closing piece for our “In Play” miniseries – A sports and horology retrospective – is extremely satisfying.

Golf has become something of a therapeutic escape for me as of late. And while escaping, I always make sure to bring along my favorite companion: A watch. 

Something that many watch people, like myself, would consider a bad idea. The aggressive nature of this rather slow and poised sport is not one that is suitable for a fine timepiece. 

However, when done right, and by the right people, it’s a match made in heaven. 

On any day at the club, you might notice something beyond the manicured greens: a glow on a golfer’s wrist. Beyond the cool style choice, golf and watches have long clicked. There were times when pro shops (the stores in golf clubs that sell equipment) used to stock used Rolexes. And in typical gentlemanly fashion, players swap stories often while checking the time – and/or the instrument that displays it – and therefore, the clubhouse becomes “a space where worlds of golf and timekeeping blend seamlessly”. Or to put it simply, somewhere with people with good enough taste (and fat enough bank accounts) with whom watches could be a conversation starter.

On A Bigger Scale ? 

Rolex caught on early. In 1967 Arnold Palmer signed as the brand’s first golf “Testimonee,” sparking an era where Rolex became official timekeeper for the Masters, The Open and many tour events. The sponsor list grew to include the entire “Big Three” – Palmer, Jack Nicklaus and Gary Player – each famously wearing the gold Rolex Day-Date. Hodinkee even calls that model “the pro tour’s horological benchmark”. These days, Rolex logos majestically watch over every green and fairway, making it known that the crown sits on top.

On the topic of OG legendary golfers and their watches,

Mr. Jack Nicklaus and his trusty Day-Date deserve a chapter of their own. Phillips auctioneers noted that Jack wore the yellow-gold Day-Date “nearly every day” he won a major, and Nicklaus himself said it was “the first watch I ever owned, and the only watch I wore for every tournament I’ve won”. It was basically his lucky charm on the presidential links. When he finally parted with it in 2019, the watch’s storied history – 18 major titles and counting – made it a multimillion-dollar sale to benefit his children’s charities.

Other legends made statements in steel and gold too. Seve Ballesteros joined the squad by the early ’80s, choosing a yellow-gold Day-Date to match his flamboyant game. Payne Stewart, on the other hand, played the contrast card: he won the 1991 U.S. Open wearing knickerbockers and a Ben Hogan flat cap, with a slim yellow-gold Ebel chronograph on his wrist. Hodinkee wryly notes that Stewart’s Ebel “was really understated compared to the rest of his outfit” – a polite way of saying he let the pastel sweater do the talking.

The Newer/Younger Guys ?

Rory McIlroy (The man who made me cry this year on the Masters) by contrast,

has been an Omega man since 2013. So when he finally clinched the Masters in April 2025, he celebrated by strapping on an Omega Speedmaster “Silver Snoopy Award” 50th Anniversary. A playful twist on the classic green-and-gold celebration. (His wife Erica joined the party too, matching her rose-gold 35mm Patek Nautilus with the occasion.)

“Chef” Min Woo Lee – the most interesting person you’ll read about in this article – plays fast, dresses sharp, and doesn’t miss a moment to post a mid-round fit check.

But look closer and you’ll catch something unexpected on his wrist: a De Bethune. That’s right — while most of the tour’s elite are playing it safe with Rolex or Omega, Min Woo’s out there strapping on a DB28xs “Starry Seas,” a wildly avant-garde piece of independent watchmaking that looks more Blade Runner than country club.

It’s not just for photos, either. He actually wears it while playing — bombing drives with a six-figure micro-mechanical sculpture clinging to his wrist. The DB28xs is light, shock-resistant, and stunningly weird in the best way: blue titanium case, floating lugs, and a dial that mimics rippling starlight. It’s the kind of watch that collectors obsess over and casual fans mistake for a gadget.

Keith Mitchell might be the most stylish golfer of our generation.

He made headlines with a sudden-death playoff win and of course his sartorial flair. Hodinkee’s Ben Clymer sat down with him and noted Mitchell is “known not only for his success on the pro tour but also for his sense of style and his deep love of watches”. Mitchell proved the point by showing up one day wearing a classic Cartier Tank on the course. A freaking Cartier Tank guys… I want to do that with mine but since I don’t even trust its water resistance, I’d be reaching if I put it under so much shock. Some guys are just too cool…

It’s all about the Media if we’re being honest.

Watches and golf mingle in the public sphere. Golf media and watch journalists thrive on the intersection of their fields. Spotting a killed piece on a champion’s wrist is now almost as newsworthy as the score itself.

On the marketing side, watchmakers court the golf market directly. Tag Heuer and Garmin advertise golf-specific smartwatch features; Omega sponsors international tournaments and even the Olympics (where golf returned in 2016); and connected golf watch ads run during Majors for the “tech-savvy player” AKA tech bros. Even retailers get involved – for instance, Bob’s Watches (a pre-owned Rolex dealer) sponsors PGA Tour events. 

The message is clear: golf is about precision and lifestyle, so a finely crafted watch fits right in the clubhouse.

The Ladies ?

They are in on the act too. Rolex’s female ambassadors read like a dream team: Lydia Ko, Brooke Henderson, Nelly Korda, Maria Fassi and others on tour, plus Hall-of-Famers like Lorena Ochoa and Annika Sörenstam. 

Omega’s roster includes Danielle Kang, Celine Boutier and Michelle Wie. Beyond sponsorship, many women golfers simply love their watches. LPGA star Alison Lee said she used to have a superstition that she had to wear a watch during tournaments – “otherwise I’d know I’d mess up my swing”. Her first Rolex, a gift after her rookie year, meant so much she ultimately gave it to her mother. It’s a lovely reminder that for players, a watch can be both a talisman and a family heirloom – more than bling basically, it’s part of the game and their story.

At the end of the day, golf and watches share a single mindset: a love of precision and tradition. Every approach shot must land just right, and every gear must click just so. Whether on a 19 hole course or in a manufacture, in golf as in horology, it’s all about perfection. The sweet spot of all of this is being both a collector and a golfer. For collectors, a golfer proudly showing off a vintage GMT on a Sunday morning is almost as thrilling as spotting a hole-in-one. 

Let’s be real for a second. When I say equestrian sports and haute horlogerie, what’s the first thing that crosses your mind? If your answer was rich people, apart from YOU LITERALLY READING MY MIND, you’re not wrong at all; because it’s the exact public both of these worlds cater to.

However, aside from their elitist-leaning tendencies, the worlds of horses and watches share similar values like precision, tradition, ritual, and excellence. Which are the real reasons why their orbits so often converge.

Before we get into the luxury branding and watch tie-ins, let me briefly walk you through the different disciplines, arenas, and landmark events of the equine sphere.

There are five main disciplines you’ll come across on the international circuit. 

Show jumping is fast-paced and high-stakes, with riders navigating timed courses of fences and obstacles. It’s the most widely televised. 

Dressage, often called “horse ballet”, is all about technical precision and grace, performed in a rectangular arena with choreographed movements. 

Eventing combines dressage, cross-country, and show jumping into one three-phase competition that tests both control and endurance. 

Polo brings speed and aggression into the mix, with two teams on horseback swinging mallets at a small ball across a massive grass field. It’s long associated with aristocratic circles. 

And finally, horse racing is the most commercially visible, involving flat-out sprints on turf or dirt tracks, especially dominant in the UK, France, the US, and the Gulf.

Now that we’ve mapped out the main disciplines, let’s talk hallmark events: the grand slams, royal enclosures, and champagne-fueled weekends that put equestrian sports on the global calendar (and on your Instagram feed if you’re on the posher side). 

Think of these as the Met Gala, Cannes, and Fashion Week all rolled into one

Royal Ascot (UK)
Racing meets royalty meets runway. This is the British monarchy’s annual flex , where flat racing shares the spotlight with hat drama, social prestige, and unapologetically old-money aesthetics (think the Prince and Princess of Wales and the late Queen Elizabeth II as she had an acute interest in horses). Watches here? Present (often vintage) but it’s an “iykyk” situation.

Longines Global Champions Tour
An elite show jumping series hopping from Paris to Doha, Miami Beach to Monaco and Rabat too last year. It’s urban, it’s polished, and it’s dripping in luxury. Longines doesn’t just sponsor it—they co-curate the vibe. If there’s a “F1 of show jumping,” this is it.

Rolex Grand Slam of Show Jumping
Think tennis Grand Slam, but with horses clearing 1.60m fences at breakneck speed. This triple crown spans Aachen (Germany), Geneva( Switzerland),  and Spruce Meadows (Canada). Rolex uses it to fuse sport, spectacle, and precision—exactly what their timepieces promise.

FEI World Equestrian Games
Held every four years, this is basically the Olympics for horses. Eight disciplines. One city (different each edition, or scattered across multiple locations). Hundreds of athletes. Thousands of grooms, vets, owners, and fans. From vaulting to dressage, it’s a celebration of equestrian mastery on an international stage

Prix de Diane Longines (France)
Held in the dreamy town of Chantilly, this isn’t just a horse race—it’s a high-society garden party where elegance takes the reins. Longines is the official title sponsor, giving the event its full name: Prix de Diane Longines. Beyond sponsoring the race, the brand curates the day’s identity around grace, femininity, and heritage. One of the highlights? The annual “Mademoiselle Diane par Longines” award, a fashion prize given to the most elegantly dressed woman, turning the grandstand into a catwalk of haute millinery and timeless silhouettes. It’s not just about the finish line—it’s about style, storytelling, and serious soft power.

Dubai World Cup (UAE)
One of the richest races on Earth (we’re talking $12 million+ purses), and a clear flex of Gulf wealth and ambition. Held at the jaw-dropping Meydan Racecourse, this is where haute horlogerie meets hawks, horsepower, and hospitality suites the size of small kingdoms.

Now that we’ve set the tone, let’s zoom in on the role watches actually play in all this pageantry. You’ve probably clocked some familiar names already—Rolex, Longines—their presence not just visible but interwoven into the fabric of equestrian sport. And if you’ve been tuning into Walid’s podcast (obviously), reading polo should’ve triggered a reflex: the Reverso. Jaeger-LeCoultre’s Art Deco icon, originally engineered in the 1930s to withstand the brutal swings of polo matches in British India. So it tracks that the Reverso still carries real cultural weight in polo circles—even if JLC’s modern role in equestrian sport is more symbolic than strategic.

Let’s analyse further. Even in equestrian sport, Rolex remains king, with its name crowning the Rolex Grand Slam of Show Jumping—arguably the discipline’s most prestigious challenge. It’s a textbook case of legacy positioning, where the brand dominates by embedding itself in spaces where tradition holds weight. This strategy is built on alignment: anchoring Rolex to a world that values consistency, history, and quiet authority. In this context, visibility comes from proximity to prestige—and over time, that familiarity cultivates trust and deep-rooted appreciation.

Longines takes a similarly deliberate approach—just at its own frequency. Its long-standing investment in the Global Champions Tour and the Prix de Diane; as long as its partnership with the International Federation for Equestrian Sports (FEI) as its official timekeeper and watch brand has cemented its role as a fixture across both equestrian and elite cultural circuits. But beyond strategy, there’s something intrinsic at play: Longines, in its essence, aligns more naturally with the world of equestrian sports. Its design language—graceful, elegant, often understated—mirrors the aesthetics of the sport itself.

If Rolex is a muscular mustang, all power and presence, then Longines is a refined Akhal-Teke—sleek, precise, and built for poise. That’s why its presence here doesn’t feel opportunistic; it feels organic, almost inevitable. Longines may not dominate every conversation like Rolex, but it speaks fluently in the rooms that matter—and that’s exactly how you play and win the long game, or in this case, the market-Royal Ascot.

Now that we’ve broken down the major players, let’s name names. In this market, the holy trinity remains Rolex, Longines, and Jaeger-LeCoultre—each with its own rhythm and relationship to equestrian sport. 

The dynamics play out as such: Rolex and Longines move with legacy. While Jaeger-LeCoultre stays mostly symbolic, with the Reverso forever linked to polo.

Beyond the established trinity, other brands orbit this space in their own way. Cartier and Hublot, though stylistically opposite, are playing the same game—using polo sponsorships like the Queen’s Cup and the Polo Gold Cup Gstaad to position themselves in the luxury spotlight, not through deep sporting ties, but as calculated exercises in brand visibility and cultural alignment.

Then there’s Hermès—less a sponsor, more a native. With equestrian roots dating back to 1837, it doesn’t just host the Saut Hermès in Paris; it embeds those values into timepieces like the Arceau, designed in 1978 and inspired by stirrup shapes. As for them, equestrian style isn’t brand play—it’s DNA. 

These aren’t Big 3 contenders—they’re adjacent forces. Unlike Rolex, Longines, or Jaeger-LeCoultre, which build long-term legitimacy through deep integration with the sport’s governing bodies, timekeeping infrastructure, or heritage design, brands like Cartier, Hublot, and Hermès approach equestrian sport as a vitrine—a curated stage for image-building, selective visibility, and cultural storytelling. 

It’s hard not to see how equestrian sport doubles as both stage and strategy—where some brands are embedded in legacy positioning and literally “timing the sport,” while others treat it as narrative real estate. Both approaches are sharp. And honestly, as someone studying sports marketing, it hits different to recognize these moves in real time and decode the strategy behind them.

Turns out, the real link between horology and equestrian sports is how both sell—indirectly, aspirationally, and through the room itself. The watches aren’t on athletes; they’re on spectators. It’s not about sponsorship logos—it’s about signaling who belongs, who watches, and who wears what. A peer-coded ad dressed as tradition.

*We do not own the rights to any of these photos. please note that all images and copyrights belong to their original owners. no copyright infringement intended.*

Luxury watchmaking has long found a natural ally in tennis.

The sport’s global reach, visual elegance, and individual brilliance offer a refined platform for brands seeking to express values such as precision, excellence, and timelessness. Whether through high-profile player endorsements or strategic tournament sponsorships, the tennis court has become a fertile ground for prestige positioning.

1. The Court as a Stage: Tennis and the Strategy of Watch Brands.

Some partnerships have become iconic. Roger Federer and Rolex form an archetype of elegance and mastery. Rafael Nadal and Richard Mille embody avant-garde innovation, with timepieces built to endure the physical intensity of elite competition. Nadal has, in many ways, normalized what would otherwise be considered an extraordinary technical feat: competing at the highest level of professional sport while wearing a mechanical watch. For Richard Mille, this represents an ongoing challenge—producing the lightest, most complex watches that can withstand the extreme forces of modern tennis. Each piece worn by Nadal is not merely a product but a statement of engineering ambition pushed to its limits.

Beyond the household names, a new class of sports enthusiast brands has emerged, offering fresh narratives. Bovet, with its heritage in haute horlogerie, partners with Daniil Medvedev, whose cerebral style resonates with the brand’s artisanal complexity.

NORQAIN, representing a younger, independent Swiss spirit, found in Stan Wawrinka the embodiment of authenticity and resilience.

Tommy Paul’s dynamic ascent aligns with the daring aesthetics of De Bethune.

Audemars Piguet, meanwhile, extends its reach to Aryna Sabalenka, reinforcing its commitment to modern women’s tennis alongside Serena Williams.

These partnerships are less about global saturation than about strategic alignment—connecting a watchmaker’s identity with an athlete’s unique presence. They mark a subtle evolution in luxury storytelling: bold, curated, and rooted in character rather than scale.

2. Rolex and the Architecture of Legacy.

No brand has shaped the modern image of tennis as profoundly as Rolex. Its relationship with the sport began in 1978 at Wimbledon and has since expanded to encompass all four Grand Slam tournaments, the ATP and WTA Finals, and every Masters 1000 event. Rolex doesn’t just sponsor tennis—it frames its most historic moments.

The brand’s role extends to hallmark events such as the Rolex Paris Masters, Rolex Monte-Carlo Masters, and the Rolex Shanghai Masters, where its name is embedded in the identity of the tournament itself. These are not simple endorsements but acts of symbolic presence, where precision timing and cultural resonance converge.

Roger Federer has long stood as the most iconic figure of this partnership. His elegance, longevity, and universal appeal made him the quintessential Rolex Testimonee. Among the watches closely associated with him is a now-famous version of the Rolex Datejust, featuring a slate green dial—affectionately dubbed the “Wimbledon” by collectors, though the nickname’s origin remains unofficial.

In recent years, Rolex has expanded its ambassadorial network to embrace a new generation of champions, confirming its role not only as guardian of tradition but as architect of the sport’s future. Among them:

– Carlos Alcaraz, already a Grand Slam champion and Wimbledon title holder, whose fearless game and charisma reflect a modern expression of excellence.

– Iga Świątek, known for her mental clarity and relentless precision, mirroring Rolex’s values of discipline and control.

– Coco Gauff, a symbol of grace and maturity beyond her years, whose rise culminated in a US Open title and global recognition.

– Jannik Sinner, whose poise and consistency have made him a beacon of the sport’s evolution.

– Stefanos Tsitsipas, Dominic Thiem, Alexander Zverev, and Holger Rune, all part of a generation that bridges power and style.

– Maria Sakkari and Ben Shelton, representing diversity and energy in both women’s and men’s tennis.

And rising talents like João Fonseca, embodying the sport’s global expansion.

Rolex also maintains ties with tennis legends such as Björn Borg, Rod Laver, and Chris Evert, reinforcing its historical commitment to greatness across eras.

Through this carefully selected constellation, Rolex has built not merely a list of endorsements, but a living archive of tennis excellence—from past icons to future leaders. Each Testimonee brings a facet of the brand to life, making Rolex not just a timekeeper but a curator of legacy. We also recall the evocative ‘Perpetual’ campaigns that air across Grand Slam tournaments—those cinematic Rolex commercials blending heritage and anticipation. With every major final, Rolex seems to await the crowning of its next champion, eager to see its latest creation photographed on the wrist of a victor, in front of the world’s cameras and headlines.

3. Tournament Sponsorships: Global Visibility and Symbolic Placement

Watch brands have long viewed tournament sponsorships as high-return investments in cultural visibility. Rolex, more than any other, has mastered the art of placement. Its presence across all four Grand Slams and the Masters circuit ensures that its logo, crown, and clocks are embedded in every major match, from the first serve to championship point.

This sponsorship strategy extends beyond the court. Rolex timepieces are displayed prominently within stadiums, on official scoreboards, and across broadcast graphics seen by millions worldwide. The visual language of modern tennis is now inseparable from the aesthetic of Rolex.

Other brands have followed different trajectories. TAG Heuer has focused on select WTA events, showcasing innovation and speed. Rado maintains a stronghold in mid-tier ATP tournaments, reaffirming its historical association with sports timing. These placements allow each brand to speak directly to its chosen audience while reinforcing claims of technical mastery and sporting relevance.

Beyond exposure, sponsorships offer immersive experiences. VIP hospitality areas, brand exhibitions, and curated guest programs allow watchmakers to cultivate direct relationships with high-value clients. In this context, a watch is not simply a product—it is a symbol of belonging to a world where elegance meets competition.

4. The Symbolic Value of Time: Image, Emotion, and Design

The marketing payoff of tennis partnerships transcends media impressions. It’s about anchoring the brand within emotional memory. When a player lifts a Grand Slam trophy, their watch becomes part of the moment—etched in photographs, broadcast in slow motion, immortalized in public imagination. The emotional capital generated is priceless.

Moreover, tennis reinforces the very values upon which luxury horology is built: precision under pressure, grace under scrutiny, and timeless achievement. In aligning with a sport where every second matters, watchmakers reinforce their legitimacy in measuring life’s most meaningful moments.

This connection has also begun to inspire design itself. At Watches and Wonders 2025, Swiss maison Gérald Charles unveiled a timepiece directly inspired by the texture and geometry of a tennis ball. It is a reminder that the influence of sport on horology is not limited to branding—it seeps into the creative DNA of the craft.

Tennis is more than a sport; it is a narrative ecosystem where emotion, tradition, and excellence converge. For watchmakers, it offers not only a global stage but also a refined vocabulary with which to express identity and aspiration.

From Rolex’s crown at Wimbledon to new brands carving their space through compelling partnerships, the synergy between tennis and watchmaking remains one of the most enduring and elegant in luxury marketing. In this arena, every second counts—and some last forever.