H. Moser & Cie CEO Edouard Meylan was surprised when he received an email from Alpine Racing, asking if his company would partner with their Formula 1 team. This unexpected outreach led to a collaboration that placed H. Moser’s watch on the wrist of BWT Alpine F1 driver Pierre Gasly. F1, with its massive global following, has been attracting a new wave of luxury and independent brands, looking to tap into its affluent and diverse audience.

The Miami Grand Prix set a U.S. viewership record with an average of 3.1 million viewers and a peak of 3.6 million, showcasing the sport’s growing popularity. Brands like Rolex are now sharing the spotlight with independent companies like H. Moser and those with female appeal, including Charlotte Tilbury and QVC, who are seizing the opportunity to reach new audiences through F1.

HMoser 6907 0400 Streamliner Chronograph BoutiqueEdition Pierre Gasly March 2024 06
BWT Alpine F1 Team driver Pierre Gasly sports the H. Moser & Cie Streamliner Chronograph Boutique Edition watch.

One key initiative driving this change is F1 Academy, a program designed to boost female representation in motorsport. With support from major brands, this academy features female drivers aged 16 to 25 and has already gained significant attention. The academy’s impact will be further amplified by a docuseries produced by Reese Witherspoon’s Hello Sunshine, set to debut globally in 2025.

As F1 continues to expand its presence in the U.S., with races in Austin and Las Vegas, it’s clear that the sport’s appeal is broadening, attracting both traditional luxury brands and a new wave of sponsors eager to engage with F1’s passionate fan base.