Rolex has entered into a long-term partnership with Formula 1 Racing as Official Timekeeper and Official Timepiece, effective as of 2013. As many watch fans and racing fans know, this role was previously held by Hublot, who recently released two Formula 1 themed watches, the F1 King Power Austin and the F1 King Power Great Britain.
As Official timekeeper, Rolex will give the time in different locations during each Grand Prix and the Rolex logo will also be positioned around the circuit and at several corners during Formula 1 races. Rolex’s new partnership with Formula 1 is part of the brand’s long history with motorsports, including, most notably, its partnership in the 1950s with the Daytona International Speedway, which later lent its name to the chronograph Rolex created for racecar drivers, the Cosmograph Daytona.
“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,” said Gian Riccardo Marini, Chief Executive Officer of Rolex SA.
Receive all the blog posts and breaking news from WatchTime for free! Sign up to our free daily alert and get it all delivered to your inbox.
Hello, I had to smile at the following comment “Rolex logo will also be positioned around the circuit and at several corners during Formula1” – I recall writing to Rolex about how their logo on the crown of the watch did not align straight up and in the case of my watch would point upside down at the 6O’Clock position – I thought that being a company that strived for precision, it would be an unacceptable standard to have their symbol upside down. After all a Heinz ketchup bottle had the technology to make sure that their caps always screwed to face the same way, Rolex would easily be able to do the same. I was disappointed to find out that for Rolex, this was not the case. Their response to me was smoke and mirrors about the how the thread is made and ithe Rolex symbol on the crown would align differently for based on the starting point of the thread. My point remains – if a ketchup company can make there caps screw on, to face the same way every time, why can’t a precision watch company – Perhaps that’s the difference between a company that strives for perfection every time. Perhaps Rolex standards are slipping and past their time.
I wonder if Rolex is going to do a special edition Daytona?