Big news in the http://www.syrauto.com/best-breitling-superocean-heritage-46-a1732024-b868-aaa-watches-8n3f.html watch world today as Rolex has been announced as the long-term Official Timekeeper for Formula 1 racing, effective as of the 2013 season. Being both the Official Timekeeper and Official Timepieces of Formula 1 is no small achievement and the role had previously been occupied by brands like Jacques LeMans, http://www.syrauto.com/elegant-breitling-navitimer-world-a2432212-b726-imitation-watches-6s4e.html, and most recently Hublot. Being THE watch brand for Formula 1 is a big deal for a number of reasons, most notably the considerable audience attracted by http://www.syrauto.com/elegant-hublot-big-bang-44-mm-gold-ceramic-301-pb-131-rx-cheap-watch-8d3k.html has a global viewership of over 500 million fans, making it one of the most watched sports in the entire world. Combine that audience with branding that is hinged on prestige, innovation, cutting edge technologies, and sporting elements such as team rivalries, big egos, and highly competitive top tier driving and you have an ecosystem that is an ideal platform for promoting a luxury watch brand.
Rolex is an interesting choice as their connection to racing, technology and luxury is easily understood but the overall move is a huge departure from the relative pantomime of Hublot. Rolex is a conservative, insular, and very cautious brand that does not bend for any will but their own. Hublot is, in many ways, their opposite, being an innovative, fast paced, and very flashy brand that effectively echoed the aesthetic of F1. I've always thought that the tone of Hublot was a good fit for the grandeur, excess, and theater of Formula 1. Case in point, when F1 owner/dictator Bernie Ecclestone was robbed and beaten up for his Hublot watch (among other items), Hublot and Ecclestone produced the ad seen above, which features a photo of Ecclestone sporting a ripe-looking black eye. From a historical standpoint, Rolex is the natural choice as they have been involved with motorsports for decades as well as maintaining a varied portfolio of sports sponsorships in yachting, skiing, tennis, golf, and equestrianism.
Motorsport has always been part of Rolex's brand image and they have been directly involved with events like the 24 hours at Daytona, the Goodwood Revival, and they are the also the official Timekeeper for the prestigious 24 hours of Le Mans. While it seems almost a natural progression that Rolex would eventually connect with Formula 1, I don't expect this new relationship to look anything like the previous one shared with Hublot. To contrast the differences between these two brands, simply look at these examples of their advertising (each are the result of partnerships within professional motorsports).