Breitling has struck a deal with Aston Martin and the Aston Martin Aramco Formula One Team to be their official watch partner, vaulting the Swiss brand, better known for its strong links to aviation, into the crowded field of F1 and motorsports watch sponsors.
The Grenchen, Switzerland-based watchmaker says it signed a multi-year agreement with the U.K. auto company and its racing teams that will see its logo visible on the Aston Martin Aramco car and team apparel when the new livery is revealed for the 2026 season on February 9, and on the track at the circuit-starting Australian Grand Prix in Melbourne, March 6 to 8.
While a major presence among the ten biggest brands in the Swiss watch industry and a stalwart in aviation, known for its pilot watches, including the Navitimer Chronograph, Breitling’s automotive and, particularly, F1 motorsport links are slight compared to competitors such as TAG Heuer, Rolex, and even Richard Mille. The company’s marketing, communication, heritage, and product divisions will be tasked with positioning the brand in the new arena of top-tier motorsport.
Andy Hoffman
2026-02-05 13:00:00