Breitling has struck its first Formula One partnership, marking another high-profile sports expansion by the private equity-backed Swiss watchmaker as luxury brands deepen their ties with global motorsport.

The company has become the official watch partner of the Aston Martin Formula One Team, replacing Girard-Perregaux, and has also agreed a wider collaboration with Aston Martin Lagonda. The partnership will see Breitling develop a series of co-branded timepieces linked to Formula One, vintage cars, and the Lagonda marque.

The debut watch, the Navitimer B01 Chronograph 43 Aston Martin Aramco Formula One Team edition, is priced at $11,500 in the US and limited to 1,959 units. The design features Aston Martin’s racing green livery, a lightweight titanium case, and a carbon-fibre dial inspired by materials used in Formula One cockpits.

Breitling is majority owned by Partners Group, which increased its stake to over 50% in December 2022 after first acquiring a significant minority position in 2021. CVC Capital Partners, which bought a controlling stake in the Swiss watchmaker in 2017, remains a minority shareholder with an interest of about 23.6%. Following the ownership reshuffle in 2022, Breitling was valued at roughly SFr4.5bn, or about $4.5bn at the time.

Breitling’s move into Formula One builds on its recent push into major sports partnerships, following a multiyear agreement earlier this year to become the official timepiece partner of the National Football League. The expansion comes as private equity-backed luxury brands increasingly target global sports platforms to reach younger, international audiences.

The partnership underlines how private capital-backed consumer brands are using elite sports sponsorships to drive brand visibility, pricing power, and long-term growth as competition intensifies across the global luxury market.

If you think we missed any important news, please do not hesitate to contact us at [email protected].

Can`t stop reading? Read more.