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What Ferrari and Richard Mille announced
On 22 February 2021, Ferrari announced that Richard Mille would become Team Partner and Official Watch of Scuderia Ferrari Mission Winnow, beginning with the following Formula 1 season. Ferrari described the arrangement as multi-year and also as a sponsorship and licensing relationship for the Prancing Horse. Ferrari’s announcement said Richard Mille branding would appear on Ferrari single-seaters and drivers’ helmets.
The deal was presented as a broader Ferrari motorsport and technology relationship, not only an F1 logo placement. Its announced scope included official timekeeping, Competizioni GT and Ferrari Challenge sponsorship, a partnership with the Ferrari Driver Academy, and technical partnership with the Ferrari Esports Series and FDA Esports Team.
How the partnership reaches beyond Formula 1
Richard Mille’s current Ferrari partner page continues to describe a multi-year partnership spanning F1, World Endurance Championship (WEC), Competizioni GT, Ferrari Challenge, the Ferrari Driver Academy and esports. This is evidence of how the partnership is publicly presented now; it does not establish a renewal date, present contract term or the agreement’s financial terms.
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The wider scope matters because the Ferrari name and racing relationship can extend across different series and audiences. Ferrari’s annual report also describes general partnership marketing such as hospitality for clients at Formula 1 races and drivers taking part in promotional and client activities. That illustrates ways F1 partnerships can be activated away from the car, but Ferrari’s report does not attribute a particular activity or result to Richard Mille. Ferrari’s 2025 annual report
What the watch collaboration adds
The product element was central to the original announcement: Ferrari said the companies’ research and design teams would work together on an exclusive range of limited-edition watches. Richard Mille’s current Ferrari page names two models, the RM 43-01 and RM UP-01 Ferrari. Those models make the collaboration tangible as watchmaking, alongside the sponsorship rights, though the cited announcement and partner page do not provide a complete account of the range or its commercial performance.
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- Ferrari Die-Cast Race Vehicle in 1/43 scale
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- Acrylic Box with Decorative Sleeve
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Does this deal prove F1 sponsorship is being shaken up?
No—not on the available official evidence. Ferrari says that partner-logo visibility and placement reflect each partner’s sponsorship level, but it does not publish Richard Mille’s package value or quantify the audience impact of its placement. Nor do the cited materials provide comparable contract values, brand-lift results or other outcomes that would show this agreement is unusually large or disruptive relative to other F1 watch partnerships. Ferrari’s 2024 annual report
For context, Ferrari reported that its team finished second in the 2024 Formula 1 Constructors’ Championship, with 652 points, five victories, 22 podiums and four pole positions. These are Ferrari-published team results, not measures of the Richard Mille partnership’s reach or effect. A meaningful comparison with other watch sponsors would need like-for-like information on partner designation, term, visibility, rights beyond F1, co-developed products and disclosed commercial outcomes; the cited sources do not provide that comparison.
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What remains undisclosed
- The agreement’s financial value.
- Its contractual end date and whether it has been renewed.
- Quantified audience reach, brand lift or commercial results attributable to the partnership.
Ferrari and Richard Mille’s public materials establish a cross-series partnership with a watch-development component, but do not establish that it has reshaped F1 sponsorship as a whole.
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