Formula 1 means the highest level of racing in terms of speed and action served in short packages. But off the track, it also means exclusive fashion and drips all over. The drivers love to flaunt their expensive possessions, and the teams like to make their drivers the highlight of other fashion brands. 

This time, however, the sport itself was featured as a product of one of the world’s most prestigious brands: Tiffany & Co. Yes, it’s the same brand that also designed the trophy for the 2022 Miami Grand Prix. And this product that we’re talking about is a super-expensive clock, “Time for Speed,” based on a 1950s race car, resembling the ones in which legends like Fangio and Ascari raced. The timing of this launch is highly noted given how it came just possibly weeks before the company’s launch of the collab with Nike, which it labeled as coming soon on January 29, 2023.

As for the exorbitant price of the clock, it is reported that Tiffany & Co. has priced the 19.53-carat version at $215,000 and the no-diamonds version at $40,000. The website of the company describes the product as “A single expertly cut diamond is set at the center of each wheel, while multiple rows of pavé diamonds detail the clock’s bezel and engraving plate. On the car’s left side, a brushed stainless steel aperture displays the hours and minutes.”

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Another one of the brand’s exclusive collections, the Tiffany-blue Patek Philippe Nautilus, was featured most recently during the Grammy and was donned by the rapper Kendrick Lamar. It reportedly retails for a minimum of $3.3 million.

Other popular Formula 1 collaboration

Teams are always looking to keep themselves in the limelight. But they also provide global brands to present them as premium and help enhance their customer base. As a result, we’ve seen iconic collaborations that were also big hits with F1 fans.

One of them was the partnership between eyeglass brand Ray Ban and Ferrari, where both Charles and Carlos came together looking like absolute bosses. But probably the most premium one so far has been the one from Balenciaga and Mercedes-AMG Petronas, which designed a full face mask worn by Kim Kardashian.

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Do you think F1 as a whole should do some collaborations that can bring the whole grid together? Or should the teams see these collaborations as a revenue stream?