Rolex Becomes Official Timekeeper of F1

By Community | December 5, 2012

Rolex, medicine | the leading luxury watchmaking brand will become a major long-term partner of Formula 1 from 2013 as Official Timekeeper and Official Timepiece.

This new partnership with the pinnacle of motor sports brings together two leaders in their fields who share a passion for performance, discount precision, excellence and innovation. It is part of a strategic move by Rolex to focus its sponsorship activities on ventures chosen for their strong symbolic value and their global resonance.

“This is an exciting step for us at Rolex as the fit between Formula One and our brand feels very natural and, like all great partnerships, needs little explanation,” said Gian Riccardo Marini, Chief Executive Officer of Rolex SA.

“In our respective fields, Rolex and Formula One embody the spirit of adventure, superlative engineering and a strong desire to push the limits of technology. These aspirations are enormously appealing to younger generations,” he added.

“Our self-winding mechanical watches – like the dedicated drivers’ chronograph, the Oyster Perpetual Cosmograph Daytona – are packed with technological innovation and human know-how, all thanks to our engineers’ and watchmakers’ passion for detail,” said Mr Marini.

“Rolex watches are symbolic of the quest for the highest level of performance and reliability that is epitomized by Formula One. Over the last 50 years both Rolex and Formula 1 have grown into world-leading aspirational brands and there will be many fantastic opportunities that we can enjoy together,” added Mr Marini.

For Bernie Ecclestone, CEO of the Formula One group, “Without question Rolex is the partner of choice for a world class sporting series like Formula One.”

“The brand’s prestige, the excellence of its watches as well as Rolex’s passionate and long-standing commitment to motor sports gives it true credibility. This partnership is something that many people interested in Formula One will have been waiting for and should rightly be excited about. Rolex has incredible sporting heritage and therefore Formula One is the right place for Rolex to be,” added Mr Ecclestone.

In its capacity as Formula 1 Official Timekeeper and Official Timepiece, Rolex will give the time in different locations during each Grand Prix. The Rolex logo will also be positioned around the circuit and at several corners during Formula 1 races. Rolex’s presence in Formula 1 is due to develop over the coming seasons.

“I am delighted that Rolex, a very unique brand that chooses its relationships very carefully, and Formula One have entered into a partnership,” said Sir Jackie Stewart. “The Rolex Daytona timepiece and its constant technological development over 50 years are fine indicators of Rolex’s unerring commitment to performance and the brand’s timeless values.”

“Having worked with Rolex for more than 40 years and given my on-going involvement in Formula One, I think this is a superb partnership and one that will be hugely successful,” added Sir Jackie.

Mr Marini said: “In some respects, through its strong symbolic value and its global reach, our partnership with Formula One mirrors our recent support for initiatives such as James Cameron’s Deepsea Challenge expedition to the deepest reaches of the ocean in March 2012. A feat that is both human and technological, and has worldwide resonance.”