Rolex has been named as the Official Timekeeper and Official Timepiece for the Formula One group, as part of a long-term deal. The Swiss-based firm will replace Hublot, which was previously the Official Watchmaker of Formula 1. The move is part of a strategic shift by Rolex to focus its sponsorship activities on events with a strong symbolic value and global resonance, which suggests that the company is after the emerging markets of the BRIC economies.
“This is an exciting step for us at Rolex as the fit between Formula 1 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.”
Bernie Ecclestone says that Rolex is “the partner of choice for a world class sporting series like Formula 1″.
Does it also mean LG will pull out of F1 as a partner?
I have heard that this might happen. However we must wait and see. LG is a Global Partner of Formula 1 and a Technology Partner and has held marketing rights as the official Consumer Electronics, Mobile Phone and Data Processor of Formula 1. The deal was done in 2009 by Bernie Ecclestone and LG’s Dermot Boden. Boden has since left LG.
All the big companies in Korea are trimming fat right now. It wouldn’t surprise me….
Samsung should replace LG…they can make some good F1 android phones which most of us would be ready to buy. What say?
For me, at least,the natural partner for F1 will always be TAG Heuer! Sorry, but I guess it’s just a personal thing.
There are more Global Partners to be announced, some region specific.
Indeed so… Mastercard etc
Global Partners that are region specific? Not a contradiction there ?
If some are “region specific”, surely they’re not “global” partners, just local sponsers..?
Some global partners to be announced , some region specific partners to be announced … It ain’t rocket science, space cadet!
I guess Bernie cannot risk getting mugged for a Hublot. Especially at his age
Bernie Ecclestone says that Rolex is “the partner of choice for a world class sporting series like Formula 1″.
So then F1 just settled for Hublot until Rolex came along?
I bet Hublot really appreciates that comment after how many years and how many $$$?
iv always wondered y everyone gets a watch when there on the podium
Drivers watches used for interviews or on the podium are either personal deals or team deals.
e.g. Tag Heuer – Mclaren , Hublot – Ferrari, TW steel – Lotus, Graham – Mercedes(expired now I think) , Armin – Marussia, Casio – Red Bull
You’re right that some are personal deals. While Hublot and Ferrari have a “partnership,” Massa has a personal sponsorship deal with Richard Mille – he always wears one – even on the podium, albeit, it had been a while.
Doesn’t Massa wear his racing, too?
In any event, I think McLaren get the best outcome on the watches…
He does. I guess he does not want to risk his watch being stolen, like Nadal.
Interesting synergy – both workable but outdated 20th century formulas.
Quoted elsewhere ‘In its capacity…Rolex will give the time in different locations during each Grand Prix’. And…?!
Technology behind F1′s live timing system or just the logo on said system?
Marketing bullshit is truly wondrous to behold.
I think Hublot are now a partner of Ferrari.
Will the F1 Rolex deal have any impact of the Le Manns Rolex deal?
I guess this is a big change for Rolex who until now was seen at golf courses & tennis courts. Occasionally also at sailing events. But most frequently we saw Rolex at events like this one : http://www.chi-geneve.ch/default.aspx
Anyway, I can’t remember having seen the Hublot or LG logos appear during live tv coverage. But we saw frequently, especially on Saturdays, where the big Hublot watch was installed in the pitlane.
I was not suprised to see Hublot strike a deal with Bernie through its charismatic and slightly flamboyant Jean-Claude Biver. Am sure he went along very well with Bernie! But he cheats when he states everywhere “Hublot Geneva”. They have a shop in Geneva but their factory is in Nyon, half a stonethrow from where I live.
I’m not sure how you’ve missed Rolex’s major presence in motor racing. Official sponsor of 24 Hours of Le Mans, Rolex 24 at Daytona,GRAND-AM Rolex Sports Car Series and the Rolex Monterey Motorsports Reunion, to name just a few. And I’m not sure how you missed the LG and Hublot signage on F1 TV broadcasts. Hublot signage always on pit lane. LG around pit lane and elsewhere.
Sure! These are all minor events, compared to F1. And yes, I saw Hublot in the pit lane. But I can’t remember having seen LG.
Funny, I think LG is on all of those funny black boxes that turn pretty colors like green, yellow, and red, isn’t it?
Strong desire to push the limits of technology? That would be TAGHeuer.
I’d point out that it was Omega, and not TAG, worn by the Apollo astronauts.
Rolex GMT master was also worn by Apollo astronauts (missions 13 & 14)
Mikrogirder? MikrotourbillonS? Mikrograph? You’re referring to history, not the limits of technology. If there were not millions of pounds/dollars at stake TH could time a very accurate race using mechanicals, not computers.
But if referring to history….Autavia, Carrera, Monaco, Silverstone, etc? Cheers, all…
Most important sentence… These aspirations are enormously appealing to younger generations.”
IN CONTEXT: “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.”
Younger generations.
I know Red Bull also aims for the ‘younger generations’ as well.
HOWEVER, given how much discussion their usually is on how F1 can do better with younger people and how F1 is becoming an old mans sport, etc.. It is interesting to hear somone outside of F1 talk about F1 as something that appeals to younger people.
I, as a younger person agree with that view that younger people are interested in pushing boundaries, be it in F1, technolgoical boundaries, g-forces, speed, grip, etc.. and ‘extreme’ boundaries (see Red Bull in other works).
Joe,
From your previous posts you appear to feel that F1 could do more to get to ‘younger generations’.
Does his words suprise you, or suggest that he beleives F1 is moving towards younger people soon, or do you like think its just some general PR happy-hugs for a new partnership?
Yes.
Surely Rolex is anything but a ‘younger generations’ brand. Just how many youngsters can afford a $5000+ watch?!
Not to mention, they have the 73 year old JYS as a brand ambassador. Nothing wrong with that but it more accurately reflects the demographic they target.
I think maybe they want a younger audience in case all the users drop dead.
I, at 34 (yesterday), am almost the youngest person I know who is interested in F1. I don’t know anyone else who have children who are barely aware of F1. F1 is an old(er) persons sport. Red Bull have got a great idea, but then Casio’s G shock range fits well with Red Bulls image.
Rolex have a dated image (imo), if I was gonna splash a few k£’s on a flash watch, I certainly wouldn’t consider Rolex. They are aspired to by footballers in range rovers and the TOWIE/Made In Chelsea types, watches with diamonds ? Ugh. But maybe that’s just my style, understated instead of over.
For the info of ex UK folk, TOWIE and Made in Chelsea are dreadful ‘reality tv’ programmes in the UK which feature vacuous essex and chealsea residents whose lives are filmed in set up situations and they all wear expensive watches and drive tacky, expensive cars.. hence my comparison.
Some watch company whose products I can’t afford replaces another. While another ends up on James Bond’s arm. Ingersoll is more my budget…
‘If we didn’t have time everything would happen at once’ – Albert Einstein
I suppose it was inevitable that Bernie would lose his F1™KING POWER one day…
Uhm, it’s about time.
(Sorry, someone had to say it. Besides I’m a fan of vintage Rolex.)
Do young people still use a watch?
I got a phone…
An astute observation. Years back if I forgot my watch at home I felt lost. Now we have clocks in our cars or on the NAV system, iPhone/Android displays, PC displays – the list is endless. People have a lot more devices now that display time then they did 20 years back. Still not as nice as my Tissot mind you.
Being able to tell the time is pretty low down the list of reasons of why someone might buy a Rolex.
Is it even on the list?
My mother, 81 (depending on which version of events you believe, she could be years either way) also does not use a watch any longer. Her phone suffices, and she prefers it.
I fair bet she could have any watch she desired. So it’s not merely the young
folk.
But there is a social aspect to watches. Go to any party frequented by social or business types without a watch, and unless you are making that a statement, in effect that you care not for time, which you better carry rather well, in the manner Armani refuses to carry any form of currency, you might just start to feel naked.
However, Li Ka-Shing, one of HK’s richest men is known to sport a simple Casio. I own a Casio that is so simple and elegant and beautifully made, people ask me about it. It cost me about 200 bucks and looks as if zeroes had been added. I’d tell you the model number, but because my last copy was stolen and it’s down to new old stock now, sorry, being selfish.
I get some nice business from watch companies, so I lately started to feel I should upgrade. Just in the same way as if I drive to Wolfsburg I would rent a VW motor, or travelling to a new country, I take their flag carrier, as a vote of confidence. I’m often offered watches in contra deals. But against policy to accept. My possible upgrade is to a Seiko. They make a particularly nice one. But I am uncertain I could wear that (it really is exquisite) without ever thinking how many times the value it withdrew from my account, might have made a huge difference in my life.
For anyone who loves watches, and I confess I do, it’s the precision, not the name, I must direct you to a magazine here http://www.europastar.com/ At one point, the print edition was in over 40 languages. From it you may learn the movements which are commonly sold, thereby the commonality that is obviously not promoted, as much as enjoy the beauty of the exploded diagrams and superb pictures. Please discount the website, and shell out for a real copy. You shall not be disappointed.
Rolex is without doubt a brand, not so much a watchmaker. Anyone who has owned one from the 70s may attest. It took Nicolas Hayek, who invented Swatch, to bring modern tooling to the industry. My recommended reading, above, will open your eyes to how so much of the industry resembles home building of PCs, rather than artisanry in the creation of a movement. Without doubt, there are extraordinary designs. But the precision work is import. I can stare at my little Casio for hours, such is the minute detail. And with a clean classical face, it also synchs to the atomic clock, runs from a solar face even in overcast Britain, and – delight to my prematurely failing eyes – illuminates. Maybe if Rolex offered that simple feature, of lighting up, I might consider one.
However, to have Rolex as official timekeeper (they more likely rely on Agilent caesium clocks and Trimble GPS than anything to do with Rolex) is a important move for the sport.
If anything can be done about the backmarker grid, things will look very good indeed for F1.
Nothing says ‘fake’ like Rolex … Will be interesting if we get a Grand Prix in Bangkok !!
For once it is a humble reader who delivers a scoop: Friday morning’s 7th Dec. “Tribune de Genève” carries a very little story and an interview with Hublot’s big boss Jean-Claude Biver (already mentioned at least once in this discussion). He says he is “happy” to have lead the way for a (much bigger) fellow watchmaker (Rolex) and that during this year’s paddock activity he sort of became friends with Stefano Domenicali and from there it was logical step to become a Ferrari sponsor. The Hublot logo will be on the pilot’s gloves, the helmets and the cars next year.