On the island circuit of Gilles-Villeneuve, milliseconds decided legends. But while fans locked eyes on overtakes and apexes, real precision was unfolding in quieter moments, on the wrists of Mercedes-AMG Petronas engineers.
This is where IWC Schaffhausen thrives.
At the 2025 Canadian Grand Prix in Montréal, IWC’s role wasn’t cosmetic. It wasn’t about logo placements or celebrity cameos. As the Official Engineering Partner of the Mercedes-AMG Petronas Formula One™ Team, IWC was in the garage, in the data, and in the decisions. From pit wall timing to cockpit-level engineering, the brand was embedded in every high-stakes call the team made that weekend.
Whether you’re a seasoned watch collector or an F1 purist, what happens in Montréal proves that IWC is at the heart of performance.
A Decade of Engineering Alliance
The partnership between IWC Schaffhausen and Mercedes-AMG Petronas Formula One Team began in 2013, when IWC was named Official Engineering Partner. This role was built on shared values: precision, performance, and innovation.
Both teams work at the edge of what’s technically possible. In Formula 1, every component is optimized for weight, durability, and speed. IWC approaches watchmaking with the same mindset, developing materials like Ceratanium® and refining in-house movements for reliability and strength.
Over the past decade, the collaboration has deepened. IWC has created watches influenced by the real-world needs of the Mercedes-AMG Petronas crew, pieces built to perform under stress, with features like quick-change straps and high shock resistance. These are tools, not just accessories.
Trackside Presence at the Canadian Grand Prix
At the upcoming Canadian Grand Prix in Montréal, IWC’s engineering presence will once again be visible where it matters most, trackside with the Mercedes-AMG Petronas F1 Team.
Known for equipping the team’s engineers, strategists, and even leadership with performance-built timepieces, IWC is expected to showcase models like the Pilot’s Watch Mark XX “Petronas Edition,” the Performance Chronograph 41, and the Big Pilot’s Watch Shock Absorber XPL. These watches are designed to handle the real-time stress and precision demanded on race day, from timing tire changes to analyzing split-second data in the garage.
Each piece reflects IWC’s commitment to combining robust technical specs, like anti-magnetic resistance, ultra-readable dials, and shock absorption, with the motorsport-driven aesthetic Mercedes-AMG Petronas is known for.
Motorsport Materials in Watchmaking
IWC’s engineering partnership with Mercedes-AMG Petronas is a real exchange of materials science and mechanical problem-solving. Several IWC references worn by the team are built using materials originally engineered for the racetrack.
Grade 5 titanium, used in the Pilot’s Watch Chronograph 41 “Mercedes-AMG Petronas F1 Team,” offers a lightweight but highly durable case, ideal for the physical demands of the pit lane. It resists corrosion, handles extreme temperatures, and maintains strength under impact, much like the components found in an F1 car’s suspension or exhaust system.
Ceratanium®, featured in the Performance Chronograph 41, combines the lightweight nature of titanium with the scratch resistance of ceramic. The result: a stealthy, matte-black finish that can withstand the intense wear of race-day conditions while remaining light enough for everyday use.
In models like the Big Pilot’s Watch Shock Absorber XPL, IWC pushes technical boundaries even further. It features the proprietary SPRIN-g PROTECT system, a state-of-the-art shock absorber that can withstand forces up to 30,000 g. That’s the kind of resilience needed in motorsport environments, where sudden jolts, vibrations, and impacts are routine.
With Montreal’s Grand Prix known for its high humidity and fast-paced pit strategies, these materials and innovations aren’t theoretical; they’re field-tested. Watches worn on the wrists of mechanics and engineers are exposed to heat, vibration, sweat, and rapid physical movement. If a watch can thrive there, it proves its place in performance-driven horology.
Off‑Track Messaging & Audience Impact
IWC continues to shape its presence at the Canadian Grand Prix through subtler, yet powerful, off-track engagement, anchored in performance and influence.
Behind the Scenes, Not Just at the Track
While IWC doesn’t operate a public booth in Montréal, the brand maintains strong visibility through its technical partnership with Mercedes-AMG Petronas. Its distinctive IWC timepieces appear throughout the pit lane, engineering briefings, and team media, reinforcing the brand’s role in the paddock without overt consumer displays.
Exclusive Fan Engagement via Mercedes
Mercedes-AMG’s official channels continuously amplify IWC’s association with the team. For example, their LinkedIn and Instagram updates from Montréal include high-profile shots featuring IWC-equipped team members and Ferrari-like “behind-the-scenes” stories that subtly spotlight IWC without interrupting race focus.
Official Race Media and Coverage
IWC’s partnership gains additional reach via official F1 media, such as feature articles, team storied content, and race previews. While the Canadian GP hasn’t yet occurred, F1’s global preview for Montréal ensures IWC remains top of mind for fans primed for new-season narratives
