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Breitling Aston Martin Formula 1 Watch Sponsorship

Better known for its aviation-inspired timepieces, 
can Breitling compete on the F1 track, too?

 Available at Provident Jewelry

February 5, 2026

Title

Business News

Breitling jumps into Formula 1 with Aston Martin team sponsorship deal.

Better known for aviation-inspired timepieces, can Breitling compete on the F1 track too? Yes. Breitling has struck a deal with Aston Martin and the Aston Martin Aramco Formula One Team to become its official watch partner. The move pushes the Swiss brand into the crowded formula 1 watch sponsorship market.

 

Availability

Available at Provident Jewelry

 

Overview

Breitling’s Aston Martin partnership brings the brand into F1 and motorsport watch sponsorship. The deal will add visible branding, driver wear, and limited-edition Aston Martin watches, starting with a titanium Navitimer chronograph.

 

Summary

Breitling’s new multi-year partnership with Aston Martin and its Formula One team is a big move from aviation-linked watchmaking into elite motorsport sponsorship. The collaboration will include branding, driver wear, and limited-edition timepieces. It also gives Breitling a way to challenge established F1 sponsors while leaning on Aston Martin’s heritage and luxury audience.

 

Partnership Details and 2026 Rollout

The Grenchen, Switzerland-based watchmaker says it signed a multi-year agreement with the U.K. automaker and its racing teams. Its logo will appear on the Aston Martin Aramco car and team apparel when the new livery is unveiled for the 2026 season on February 9. It will also appear on track at the Australian Grand Prix in Melbourne from March 6 to 8.

 

Breitling’s Move from Aviation to Motorsport

Breitling is one of the biggest names in Swiss watches and remains a major aviation brand. Even so, its F1 links are much smaller than those of TAG Heuer, Rolex, and Richard Mille. Its marketing, communications, heritage, and product teams will now help place the brand in top-tier motorsport.

Leadership Perspective
Georges Kern, Breitling’s chief executive officer, says the partnership opens several product paths.
“The depth and the history, with the historical cars like the DB5 and the DB6, the Formula 1 team with Aston Martin Aramco, and also Lagonda, will give us the opportunity to launch products in different segments,” he says.
“You know the rule in marketing, it’s very simple — be first or be better — and for sure we will be better,” Kern adds.


Limited-Edition Navitimer Launch
To mark the new sponsorship, Breitling is launching a limited-edition titanium Navitimer chronograph. It has a carbon dial flecked with Aston Martin racing green. It should be the first of several themed watches from the collaboration.
A hands-on story on the Breitling Navitimer B01 Chronograph 43 Aston Martin Aramco Formula One Team will follow soon.

The Navitimer B01 Chronograph 43 Aston Martin Formula One Team (we'll have a hands-on story on the watch soon). 

The Aston Martin agreement, which Kern says he expects to run at least three to five years, follows another high-profile sponsorship deal secured by Breitling as the official timepiece sponsor of the National Football League.
 

"The success of any relationship like this is the activation. Clearly both NFL and Formula 1 are huge media platforms as well as global sports. The real magic happens at the next level down, which is engaging with customers," says Adrian Hallmark, the Chief Executive Officer of Aston Martin. "Bringing these event platforms together and our customer groups together is an absolutely fantastic opportunity. As we know, customers who like cars like watches and vice versa," Hallmark adds.
Title

Breitling’s Racing Heritage

Breitling is using older racing links to strengthen its F1 story. It says that when Aston Martin first entered Formula 1 in 1959, Graham Hill and Jim Clark wore Breitling Navitimers. Their cockpit-style look fit the track well.

 

James Bond and Aston Martin Connection

A clearer link appears in Thunderball, the 1965 James Bond film. There, 007 wears a Breitling Top Time Chronograph and drives the Aston Martin DB5.

 

Financial Terms and Previous Watch Sponsor

Financial details were not disclosed. Breitling, which is majority-owned by Swiss private equity firm Partners Group, takes over the watch sponsorship of Aston Martin’s F1 team from Girard Perrigaux, another independent Swiss brand.

 

Driver Timepieces and Racing Regulations

The deal will see Lance Stroll and Fernando Alonso wear Breitling timepieces when they are off track. Watches and jewelry are not allowed during racing or practice because of safety rules.

Formula 1 Watch Sponsorship Landscape

TAG Heuer is Formula 1’s official timekeeping sponsor. It is part of a decade-long, multi-brand LVMH deal said to be worth more than $1 billion. TAG succeeded Rolex as the official timekeeper of F1. The Crown held the position for more than a decade.

Other recent team sponsors include Tudor, H. Moser & Cie., IWC, TAG Heuer, and Richard Mille.

 

Q&A

Question: What is the significance of Breitling becoming the official watch partner of Aston Martin and its Formula One team?

Short answer: The partnership moves Breitling into a highly visible motorsport sponsorship space where competitors such as TAG Heuer, Rolex, and Richard Mille already have strong associations. Breitling partners with Formula 1 to reach a wider audience and connect with Aston Martin's luxury heritage.

 

Question: When will Breitling branding first appear with the Aston Martin Aramco Formula One Team?

Short answer: Breitling’s logo is expected to appear on the Aston Martin Aramco car and team apparel when the new livery is revealed for the 2026 season on February 9. Also visible on track at the Australian Grand Prix in Melbourne, scheduled for March 6 to 8.

 

Question: What watch is Breitling launching to mark the Aston Martin partnership?

Short answer: Breitling is launching a limited-edition titanium Navitimer chronograph with a carbon dial flecked with Aston Martin racing green. The model describes the first of several Aston Martin-themed watches expected to come from the collaboration.

 

Question: Will Aston Martin drivers wear Breitling watches during races?

Short answer: No. Lance Stroll and Fernando Alonso are expected to wear Breitling timepieces when they are not behind the wheel on track. Safety regulations do not permit watches and jewelry during racing and practice.

 

Question: How does Breitling connect its aviation-focused heritage to motorsport and Aston Martin?

Short answer: Breitling points to historic links such as Graham Hill and Jim Clark wearing Navitimers around the time Aston Martin first joined Formula 1 in 1959. The article mentions a link to pop culture in the 1965 James Bond movie Thunderball. James Bond wears a Breitling watch and drives an Aston Martin.

Source: Hodinkee Magazine

Business News: Breitling Jumps Into Formula 1 With Aston Martin Team Sponsorship Deal - Hodinkee

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