Girard-Perregaux Named Official Watch Partner of Williams Racing F1 Team

Girard-Perregaux has secured a major motorsport partnership, stepping in as the official watch partner of the Williams Racing Formula 1 team, Haute Time reported. The brand replaces Bremont in the role, taking over timekeeping duties and trackside branding for the historic British racing outfit. WatchPro reported that Girard-Perregaux replaces Bremont as official timekeeper of Williams F1 team.

The partnership aligns the watchmaker with high-performance engineering, a theme that mirrors its technical focus. On the product front, the brand continues to draw attention for its complex mechanics, with Fratello Watches conducting a hands-on review of the Neo Constant Escapement and its distinctive purple silicon butterfly-shaped component.

While the brand secures high-profile marketing alignments, secondary-market asking prices have shown short-term stability despite longer-term pressure. Across 1284.0^[1] tracked listings on leading secondary marketplaces, average asking prices ticked up 0.17%^[1] over the week.

Over the longer term, Girard-Perregaux has faced a tougher pricing environment on the secondary market. The brand ranks 8th of 15^[1] tracked watch brands over a 90-day window, matching the category median change of -1.72%^[1]. This performance sits behind top-performing peer Patek Philippe, where prices rose 16.09%^[1], but ahead of Zenith, which saw prices fall -7.34%^[1]. The broader luxury watch benchmark fell -0.18%^[1] over the same period.

For market participants, the stable weekly movement offers a brief pause in a broader downward trend, as asking prices have fallen -1.72% over the past 30 days^[1] and are down -6.63%^[1] over the past year. Dealers and collectors will watch whether the new Formula 1 partnership can translate into stronger secondary-market support over the coming quarters.