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Fast Cars, Faster Watches

If you think I'm late, imagine waiting two centuries for your watch.

In this issue, you'll find everything from historical battles to high-speed rivalries, all unified by one thing: perfect timing.

Get ready for a fast-paced ride through the fascinating relationship between motorsports and watchmaking, a Napoleonic obsession with Breguet, and the world's favorite "moonphase."

Time waits for no one—except maybe emperors and editors.

Fatih Taskiran

🕒 The Movement*

* The numbers above represent trends in the secondhand watch market. The "Price" column shows the average secondhand price for the top 30 watches—source: Watch Charts.

⏱️ First Tick

ANNIVER-SPARK

With the Spirit Zulu Time 1925, Longines celebrates 100 years of dual time zones.

GOOD TIMING

This year's bombshell from Panerai: Luminor Perpetual Calendar GMT Platinumtech.

QUARED AWAY!

Square Bang Tourbillon proves that a round peg fits perfectly into a square hole.

F1-ABULOUS

Speaking of square, you have to see the new TAG Heuer Monaco Split-Seconds Chronograph. It's got some really cool material innovations!

⌚ Beyond the Dial

Time is Money—Literally

The luxury watch world just turbocharged its Formula 1 obsession. With TAG Heuer's recent $1 billion+ sponsorship deal, Rolex's 12-year reign as official F1 timekeeper ended. But why are high-end watchmakers racing to spend millions at every Grand Prix?

Numbers speak for themselves: Formula 1's global audience grew 12% last year to 826.5 million fans, nearly half of them under 35. Netflix's Drive to Survive made F1 mainstream, especially among younger viewers and women—two groups watch brands lust after.

IWC, Richard Mille, and Tudor are also increasing their trackside presence, fueling an arms race to capture this affluent fanbase. Case in point: Tudor's $7,575 carbon-fiber Black Bay Chrono event attracted global attention—proof that watchmakers aren't just timing races, they're competing aggressively on one of the richest marketing circuits.

In Formula 1, every second counts—and now, every second is worth millions.

🕰️ Back in Time

Napoleon’s Breguet Obsession

Napoleon wasn't just a conqueror; he was also obsessed with timekeeping. In April 1798, just weeks before going to Egypt, the ambitious general visited legendary watchmaker Abraham-Louis Breguet’s boutique in Paris and bought three exquisite pieces: a repeating pocket watch (No. 38), a groundbreaking traveling pendulum clock with calendar and quarter repeater (No. 178), and an automatic repeating pocket watch (No. 216).

On crucial campaigns, these timepieces symbolized his emergence as a power player. Today, only the travel clock (No. 178) survives, proudly displayed at the Swiss National Museum—a timeless reminder of Napoleon’s passion for precision and luxury.

📖 Horolography

A cool watch dial complication that shows you the moon's current phase. This complication tracks lunar cycles, displaying the moon's current phase on your dial. Based on a 29-day cycle, it closely mimics the actual lunar month of 29 days, 12 hours, and 44 minutes.

Perfect for romantics, werewolves, or anyone who loves staring at tiny moons instead of their smartphone. Sure, you might not be timing invasions like Napoleon, but at least you’ll always know when to expect the next full moon—and plan your mysterious disappearances accordingly.

⏰ The Final Tick

Good timing isn’t just luck—it’s teamwork.

We’re growing, but to truly speed ahead, I need your help. Love Watch Word? Tell your friends, forward this email, or follow/tag us on Instagram. Every tick counts—and your support means the world. Let's keep this timeless community racing forward.

Whether you’re timing a race, conquering Egypt, or just waiting for this newsletter, watches mark our moments and measure our dreams. Next issue’s already around the corner, but hey, who’s counting? Oh, right—we are. See you soon.

See you soon.

Fatih Taskiran
Founder & Chief Daydreamer at The Core

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