To be fair, there’s actually been quite a few watch sponsors in the MotoGP paddock. However, as a niche it’s also overshadowed by Formula One. In F1, over 50 watch brands have established official connections with drivers, teams, or the series itself. In the entire existence of motorcycle Grand Prix racing, the number barely reaches 20.
The amount of shared history can feel lopsided as well. The connection between F1 and watches can be easily traced back to the 1950s, almost to the sport’s inception. Try researching details on watch brand involvement with Grand Prix motorcycle racing prior to 2001, and information can get pretty murky. The history certainly goes much further back, of course. According to a Facebook post by Longines, the Swiss branding was “again” the official timekeeper of the 1958 Spanish motorcycle Grand Prix.
It’s generally known that F1 has a larger global audience, attracts bigger investments, and resonates more with luxury brands compared to MotoGP. These shortcomings could be viewed as downsides for MotoGP, but what if watch brands saw them as opportunities instead? Warren Buffet’s advice, “be fearful when others are greedy, and greedy when others are fearful”, might apply here. I’m not an economist so I’ll leave the details up to the experts, and will simply highlight a few areas of untapped potential.
A Younger Audience and Fresh Opportunities
Compared to their F1 counterparts, the average MotoGP fan is younger and therefore likely to have less disposable income. However, this also presents numerous creative opportunities to onboard new fans into a brand. On top of that, watch brands have the rare chance to become synonymous with motorsports for the next generation of racing enthusiasts. Tissot already excels at occupying this space as the longstanding Official Timekeeper of MotoGP, but there is also plenty of room for others in the paddock.
Star Power in the Paddock
MotoGP already has at least one high profile watch collector in Fabio Quartararo. The French rider’s watch collection not only rivals any F1 driver’s, but has also been documented from outside of the paddock. If done properly, signing the 2021 world champion or any MotoGP rider could be a game changer for a watch brand, and probably at a fraction of the cost of F1. MotoGP legends Valentino Rossi, Dani Pedrosa, and the late Nicky Hayden have also enjoyed an association with watches.
MotoGP Tool Watches?
If F1 has a stranglehold on chronographs and luxury watches, MotoGP has the potential to own the tool watch category. Riding a motorcycle is a harsh and raw experience. There is no time to fiddle with pushers, and no protection beyond what the rider wears. This opens up all sorts of interesting testing and innovation opportunities, not to mention the marketing street cred that comes from enduring MotoGP physics. In short, competing against F1 is purely optional.
Growth on the Horizon
MotoGP’s potential is also bolstered by its impending deal with Liberty Media. Having transformed F1 into a global phenomenon in recent years, Liberty’s expertise could similarly elevate two-wheeled Grand Prix racing. To state the obvious, room for growth can only be a good thing.
The world of motorsport already shares a rich history with watches. MotoGP offers an incredible opportunity for brands to become part of that legacy, and there may be no better time than now.