Rolex Is Giving Up on Formula One

[askdanny]

My story here: https://coron.et/new-1minute-reads/r...ponsor-in-2025

After 11 years as a Global Partner and the Official Timepiece of Formula One, Rolex will cede the sponsorship in 2025...

—Danny

[0nly5iv3Digits]

Bowing out gracefully, I'd say. Quite telling of where F1 has found itself if you ask me. Hasn't been particularly interesting since the mid 000s.

So much tech now... I miss the 70s, 80s and 90s...

[codecow]

Maybe like Tudor they’d rather sponsor teams/drivers than be a banner advertiser.

[enjoythemusic]

Tudor makes sense.

F1 is just a game and influencers than actual, you know, racing. Imho Richard Mille or Jacob & Co is more appropriate for F1.

[amphr1]

I will be sad about this change.

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[Jack T]

This decision will have zero impact on what I think of either Formula 1 racing or Rolex.

[codecow]

The Tudor with Visa Credit is working for me, I just put in an order with my SA for the new release. I don’t have any Tudors and this got me in.

[DauJones]

Whaaaaat - oh no.


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[LuxLemon]

Rolex likes to sponsor individuals or recognize individual winners (see Tennis champions, Equestrian, individual ambassadors)

[Mystro]

Rolex has endurance racing. That's huge.

[Mr Ben]

Just read a bit on the history of the sponsorship and I knew Tag Heuer used to sponsor it and it switched to Rolex but I didn’t realise Hublot did it for a while as well so I’d suggest it’s not the most effective sponsorship deal unless it’s meant to get us subliminally!

[nighthawk77]

A little bit of a shame, I always enjoy seeing the Rolex branding/clocks etc during the F1 weekends. Also enjoy the F1 photos usually in Rolex magazines and catalogues.

[996marty]

Hardly surprising its not competitive and is a tad boring other than that it’s ok

[Colorado_kid]

Dang. I’m a little disappointed to hear this.

There are two sporting events that make me think of Rolex. Wimbledon and F1.

I wonder if another watch brand will take up the spot?


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[dubins930]

I would absolutely love if Tudor took over

[huncho]

Originally Posted by colorado_kid

dang. I’m a little disappointed to hear this.

There are two sporting events that make me think of rolex. Wimbledon and f1.

I wonder if another watch brand will take up the spot?


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lvmh

[Neil McCauley]

Slightly disappointing but I can understand why - the sport has changed a lot in recent years and is massively more commercial, driven by influencers and is arguably no longer the “pinnacle” of competition, considering there’s hardly any competitiveness between teams now anyway.

I wonder if Rolex will begin to pick out a few F1 drivers instead, like Tennis. I guess it’s hard though because of contracts etc, and would probably involve needing to sponsor the team as well…

Hypothetically, if Rolex had to sponsor just one F1 team… which one would you pick it to be?

[enjoythemusic]

Originally Posted by huncho

lvmh

lvmh makes sense, hope F1 ups the trophy cases to all being from them and not just at Monaco. The F1 Sprint race plaques desperately need up-rating.

[ArtNouveau]

My guess is F1 upped the price tag substantially and Rolex said no. We all know they spend lots of marketing dollars but they’re also pretty deliberate about their choices. I do hope they stick around Lemans and Daytona.

[2000-NJDEVILS]

Originally Posted by huncho

lvmh

I definitely agree -
Mr. Arnault owns everything from Sephora and Tiffany’s to Loro Piana and Moët Hennessy - so getting into a sponsorship for one of Europe’s biggest growth sports would make perfect sense…..

[Oxfordian]

No Rolex in F1, that's it flogging the watches. No respect for Rolex anymore, need to find out who is taking over so I can buy their watches.

[Piker]

Originally Posted by Jack T

This decision will have zero impact on what I think of either Formula 1 racing or Rolex.

Me neither.

[nicon]

That's good news actually.

[Old Expat Beast]

Rolex quite possibly wants to distance itself from the apparently non eco-friendly F1 world of fast cars and private jets as it ramps up the Perpetual Planet virtue signalling.

[micwhitt1]

Originally Posted by Mystro

Rolex has endurance racing. That's huge.

Pic from the 2024 IMSA Rolex 24 endurance race at the Daytona International Speedway. The Tudor 24 or Tag Heuer 24 just doesn't have the same ring.

[Neil McCauley]

Originally Posted by Old Expat Beast

Rolex quite possibly wants to distance itself from the apparently non eco-friendly F1 world of fast cars and private jets as it ramps up the Perpetual Planet virtue signalling.

Yeh I agree, probably will help them maintain the illusion they're a non-profit organisation, as long as they keep pushing the climate change narrative and support those causes.

That said, I do like that Rolex do a hell of a lot for that stuff and other causes.

Rolex always try to connect themselves with perhaps, the more "upper class" of sports, ie Tennis, Equestrianism, Golf etc, and these days F1 seems to be becoming more like Football in that sense, something which Rolex have never been involved with. Perhaps they view it as a little damaging to the image, I don't know.

I'm kind of looking forward to seeing the old TAG Heuer signs back, it will probably do a lot for that brand.

[enjoythemusic]

Originally Posted by 2000-NJDEVILS

I definitely agree -
Mr. Arnault owns everything from Sephora and Tiffany’s to Loro Piana and Moët Hennessy...

Just about a week ago LVMH bought L'Epee 1839. I believe they are the world's oldest clockmaker in Switzerland.

"L'Epée 1839 has been a prominent clockmaking house for 185 years.
Today, it is the only manufacture in Switzerland to specialize in the production of high-end clocks."

Sherman_LVMH_edited.jpg

[THC]

Originally Posted by Old Expat Beast

Rolex quite possibly wants to distance itself from the apparently non eco-friendly F1 world of fast cars and private jets as it ramps up the Perpetual Planet virtue signalling.

You best me to it

This for sure

[Tylerlsu2008]

Very interesting as an F1 fan, but not that surprising.

Tag was the official timer when I got into F1 as a kid in the 90s.

Longines was a timer at one point too.

[Colorado_kid]

Originally Posted by Neil McCauley

Rolex always try to connect themselves with perhaps, the more "upper class" of sports, ie Tennis, Equestrianism, Golf etc, and these days F1 seems to be becoming more like Football in that sense, something which Rolex have never been involved with. Perhaps they view it as a little damaging to the image, I don't know.

Originally Posted by Old Expat Beast

Rolex quite possibly wants to distance itself from the apparently non eco-friendly F1 world of fast cars and private jets as it ramps up the Perpetual Planet virtue signalling.

Agreed.

Although F1 has made efforts to become more efficient (green-ish) it’s probably a place Rolex wants to distance itself.
Hey, they could sponsor Formula E! But nobody cares about that.


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