Aston Martin has signed Swiss watchmaker Breitling in a multi-year agreement that makes it the Official Watch Partner of both the car manufacturer and the Aston Martin Aramco F1 Team.
The deal is the latest example of Formula 1’s continued pull for premium consumer brands, with teams increasingly building partner portfolios that blend technical suppliers with lifestyle names built around design, heritage and high-end experiences.
For Aston Martin, Breitling adds another luxury brand into a wider commercial ecosystem that supports both its road car business and its F1 programme, at a time when the team is working to strengthen its on-track competitiveness and global profile.
Lawrence Stroll, Executive Chairman of Aston Martin and the Aston Martin Aramco F1 Team, said the partnership reflects a shared focus on performance and engineering excellence.
“Our pursuit of a World Championship demands partners who match our ambition,” he said.
“Beyond a shared heritage, we are united by values that drive everything we do – precision, craftsmanship and engineering excellence.”
While the partnership will include co-branded products, the strategic value for both parties is the alignment between two brands that trade on precision engineering and design credibility, with F1 providing a global platform to reach the kind of premium audience both companies target.
we are united by values that drive everything we do – precision, craftsmanship and engineering excellence.
Lawrence Stroll
“Aston Martin builds cars that are as much about presence as performance,” said Georges Kern, Chief Executive Officer of Breitling.
“We share that same heritage of iconic design: every line, finish, and proportion has purpose. Nothing is left to chance.”
Branding will feature across Aston Martin’s F1 assets and team apparel as the partnership comes into effect, as the team continues to broaden a partner mix that reflects its positioning at the intersection of luxury and performance.
