The Cadillac Formula 1 Team now has three race weekends ahead of the 2026 season, with the upcoming Miami Grand Prix starting in just a few weeks. In addition to the engineering and testing required to get the car running as planned, the Cadillac F1 team is also launching a range of new branded merchandise, including apparel and various accessories. That said, there is one glaring omission in the new merchandise lineup that seems a little out of sync. Namely – where is the watch?
For a brand like Cadillac that is entering the pinnacle of global motorsport, the right timepiece seems like a must-have item of merchandise. If there was ever a moment for Cadillac to flex its heritage and design language beyond just four-wheeled vehicles, this is it.
Indeed, General Motors is no stranger to collaborations. We’ve seen The General team up with the Detroit Watch Company for the Cadillac V-Series Classic Chrono, as well as pairing a limited edition Shinola piece with the Chevy Camaro ZL1 Collector Edition. Meanwhile, the Corvette C8.R also inspired its own line of themed watches.
Cadillac V-Series Classic Chrono watch
It was a solid effort, no doubt, but Formula 1 is a different matter altogether. If the Cadillac Formula 1 Team wants their merchandise lineup to match the prestige they’re aiming for on the track, they may need to look beyond those familiar collaborators. Think Rolex, which has long been associated with motorsport timing and F1, or Omega which has close ties to performance, engineering and even space exploration. Other options might include Vacheron Constantin or Cartier.
Regardless, this hypothetical Cadillac F1 watch needs to be built statementand not just slap a logo and be done with it. We envisioned something automatic or self-winding, with premium materials and finishes combined with subtle motorsport cues and performance branding.
So the question is: if Cadillac is racing at the highest level, shouldn’t its products keep up? Let us know what you think in the comments, including which brands you think are the best fit.
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