Timing and sport go hand in hand; it’s tough to have a race without a clock. As watches and timing technology have progressed to become more reliable, sport has been a natural avenue for companies to showcase the capabilities of their equipment. These two different worlds, wristwatches and professional sport, have grown together, often symbiotically, into the major economic and cultural institutions they are today.
Formula One, in particular, has a long and storied history with watch brands and race timing, especially behemoths like Rolex and Tag Heuer. When races come down to tenths, hundredths, or thousandths of a second, timing is critical for ascertaining the outcome of an event. Cycling events, which are raced at lower speeds, typically don’t require the same level of precision, but accurate timing still plays a role.
