Breitling has entered Formula 1 through a multi-year partnership with the Aston Martin Aramco Formula One Team, becoming its official watch partner starting in the 2026 season. The deal includes a limited-edition titanium Navitimer watch and visibility on team cars and apparel. Historical ties and new product launches aim to strengthen the brand's motorsport presence.
Breitling, renowned for its aviation-inspired timepieces, has secured a multi-year agreement with Aston Martin and its Formula One team, marking the Swiss watchmaker's formal entry into the high-stakes world of F1 sponsorship. The partnership, expected to last at least three to five years, positions Breitling's logo on the Aston Martin Aramco car and team apparel, with the new livery set to debut on February 9, 2026. On-track visibility begins at the Australian Grand Prix in Melbourne from March 6 to 8.
To celebrate, Breitling launched the Navitimer B01 Chronograph 43 Aston Martin Aramco Formula One Team edition, the first Navitimer in titanium. Limited to 1,959 pieces—nodding to Aston Martin's 1959 F1 debut—the 43mm watch features a carbon fiber dial in Aston Martin Racing Green with lime accents, Super-LumiNova for legibility, and a British Racing Green leather strap inspired by racing harnesses. Powered by the COSC-certified Calibre B01 with a 70-hour power reserve, it includes a sapphire caseback engraved with the team logo and "Instruments for Drivers."
Breitling CEO Georges Kern emphasized the strategic fit: "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 added, "You know the rule in marketing, it's very simple – be first or be better – and for sure we will be better."
Aston Martin CEO Adrian Hallmark highlighted customer engagement: "The success of any relationship like this is the activation... customers who like cars like watches and vice versa."
The deal draws on historical connections, including drivers Graham Hill and Jim Clark wearing Breitling Navitimers in 1959, and a 1965 James Bond film link via the DB5 and a Breitling chronograph. Off-track, drivers Lance Stroll and Fernando Alonso will wear Breitling watches. This follows Breitling's NFL sponsorship and replaces Girard-Perregaux as the team's watch partner, amid competition from brands like TAG Heuer and Rolex.