IWC Strengthens Ties with Formula 1

IWC announced its partnership with the upcoming Formula 1 film produced by Apple, set for a worldwide release on June 25, 2025. A decade after becoming the official engineering partner of the Mercedes-AMG PETRONAS Formula One Team, the Swiss watchmaker is deepening its relationship with motorsport.

The feature film directed by Joseph Kosinski, which is yet to be titled but will star Brad Pitt in the role of a former F1 driver, is considered "one of the most anticipated projects in cinema." Filmed in real-time on and around the world’s premier circuits, it will involve all 10 teams, their drivers, the FIA, and race promoters. The fictional team APxGP will be sponsored by IWC and will use a modified Formula 2 car provided by Mercedes for filming.

For IWC, this represents a unique opportunity for global visibility, not only as a film partner but also through its association with famed British driver Lewis Hamilton, who has been a brand ambassador for a decade. A seven-time world champion, Hamilton is co-producing the film with his company Dawn Apollo Films, alongside Jerry Bruckheimer Films and Plan B Entertainment, and is also contributing to the screenplay.