Watches, at their core, are meant to keep time. So what better partnership for a watch company than to work in the racing industry. That’s exactly what Rolex does by sponsoring many auto races to further its brand and expand its customer reach.

Since 2013, Rolex has been a global partner and official timer of Formula One. So anytime you may flip by some open-wheeled racing on a Saturday or Sunday afternoon, it’s likely you’ll see the iconic Rolex green with its crown logo somewhere close by and especially at the start/finish line. Rolex, since beginning its partnership in 2013, is also the title sponsor of the first race of the season, the Australian Grand Prix.

Stateside, Rolex has been the title sponsor since 1992 of the 24 Hours of Daytona race at Daytona International Speedway. The race uses a portion of the Daytona’s NASCAR track while also mixing in some infield track for a road course addition. Winners of the race receive special Rolex Daytonas for their victories. If you’re wondering, the four drivers from Wayne Taylor Racing combined this January to drive more than 2,000 miles to win.

Rolex also sponsors the 24 Hours of Le Mans endurance race in France as well as being the official timer of the 12 Hours of Sebring in Florida.