There have always been two camps. On one side, those who sigh over Tom Cruise, the ultimate icon of cool, and on the other, those who swear by Brad Pitt, the brooding blond with wild charm. Cruise is Maverick in Top Gun, custom leather jacket, Aviator glasses firmly in place, ready to conquer the skies in his fighter jet. Pitt nearly had it all but lacked an adrenaline-charged role. Until F1, the cinematic event by Apple Original Films and Warner Bros Pictures, revving engines since June 25, 2025. The actor plays a driver returning to the paddock to help a friend, with an explosive cocktail of elegance, speed, and dramatic tension.
Full Throttle
The IWC universe is everywhere in F1. The brand sponsors APX GP, this 11th fictional team making its debut on the grid. The IWC logo features on the cars (front wing, halo), as well as on suits, helmets, gloves, and throughout the paddock's details. Of course, every driver wears their own piece. Joshua Pearce, the young talent played by Damson Idris, sports the much-noted Pilot’s Watch Chronograph 41 Performance (ref. IW388309): case in 18-karat red gold, black lacquered dial, ceramic tachymetric bezel, the look of a rookie with nothing to envy from veterans. Two more IWC chronographs complete the cast: the Pilot's Watch Chronograph APXGP (IW378009) and the Chronograph 41 APXGP (IW388116), both in steel, robust and built for competition.
The Color of a Comeback
Brad Pitt's watch, alias Sonny Hayes, is the Ingenieur Automatic 40 in a special edition. A checkered green dial, halfway between the starting lights and chic military attire, nod to the character's signature color. Behind its sleek look lies a prestigious lineage: that of the Ingenieur SL Reference 1832, originally designed by none other than Gérald Genta. Revived in a limited series of 1,000 pieces, it houses an IWC-manufactured caliber 32111 offering a 120-hour power reserve. For Sonny, it’s more than an accessory: it’s a talisman strapped to his wrist, the machinery of his comeback.
Total Immersion
The film's shooting took place under ultra-realistic conditions: on real circuits, during actual Grand Prix™ races, with cameras venturing where only mechanics usually dare to tread. From Silverstone to Suzuka, via Budapest or Abu Dhabi, F1 is experienced in sweat, speed, and noise. A familiar playground for IWC, which has been the official partner of the Mercedes-AMG PETRONAS Formula One™ team since 2013. The brand also organized an event in Miami, on the sidelines of last May’s Grand Prix, at an arty rooftop in the Wynwood district. Actors, drivers, team principals — including Toto Wolff and George Russell — mingled fiction and reality, watches on wrists and champagne in hand.
In the Spotlight and Beyond
In F1, IWC is a full-fledged narrative element. Each watch helps tell a story: that of a driver, a comeback, a duel. It's a subtle way to ground the characters in reality. Between beautiful mechanics and high-speed cars, F1 is an adrenaline rush at every turn, suspense timed to the tenth of a second. And at the helm? Joseph Kosinski, the director with $1.5 billion in box office revenues, who propelled Tom Cruise to Mach 1 with Top Gun: Maverick in 2022. This time, it’s Brad Pitt taking the lead. It was about time.
