IWC Strengthens Ties with Formula 1

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.

A selection of IWC’s Pilot’s Watches will be worn by various characters, serving as the team’s official timepieces. These include the Big Pilot’s Watch 43 in steel with a black dial, the Pilot’s Watch Chronograph 41 TOP GUN in black zirconium oxide ceramic, and the Pilot’s Watch Chronograph 41 in steel with a black dial.

“We have a long-standing connection with motorsport, and we couldn’t pass up the chance to be part of this project. “We are thrilled that the movie will be shot using race cars on real racetracks, and we cannot wait to see what an incredible experience this will be on the screen”, said Chris Grainger-Herr, CEO of IWC Schaffhausen, in a statement.

Brad Pitt will play a former F1 driver returning to the track for the fictional APxGP team, alongside his teammate Damson Idris. Filming, which began in 2023, faced delays due to strikes in the American film industry but “will continue this year during the British Grand Prix and other races, concluding at the season’s end in Abu Dhabi in December”, as announced by Formula 1 in a June 18 press release. The film will be released in theaters on June 25, 2025, in partnership with Warner Bros.

As the British Grand Prix at the legendary Silverstone Circuit approaches on Sunday, July 7, IWC is celebrating its 10-year partnership with Lewis Hamilton. The fashion and style icon was invited by the watchmaker for an exclusive cocktail event and private interviews aboard a yacht on the Thames.

With London’s iconic landmarks as the backdrop, Hamilton reflected on his 30-year racing career, which began at age eight, his seven world championship titles, and his upcoming race at Silverstone. It is noteworthy that just months ago, Hamilton made headlines with the “transfer of the century,” announcing his move from Mercedes to the Italian team Ferrari, alongside Charles Leclerc.

In honor of this decade-long collaboration, IWC leveraged the sporting event and Hamilton’s presence to open a pop-up store at Malaysia Square, adjacent to its boutique in the Battersea Power Station shopping center. This temporary location will showcase a collection dedicated to Hamilton’s most memorable races with the Mercedes team, along with a selection of iconic watches designed in collaboration with the driver, the Mercedes-AMG F1 W10 EQ Power+ used in his 11 victories during the 2019 season, his race suit from his 2021 Silverstone victory, and the 2020 British Grand Prix trophy.