In the words of BMW Motorsport Director Mario Theissen: "Precision timekeeping in every situation is the key evaluation criterion in Formula One. From that point of view, this involvement is utterly authentic. We are proud to have a partner in Certina, makers of sporty, high-performance timepieces."
Adrian Bosshard, President of the Certina brand, corroborates this: "Formula One is and will remain an ideal platform for our brand. Formula One, and the BMW Sauber F1 Team in particular, stands for precision, reliability, cutting-edge technology, innovation and dynamics. These are all values which have similarly underpinned the Certina brand philosophy from the beginning and which define our affinity with motor sport's crowning discipline. Furthermore, Formula One enjoys above-average popularity in Europe and Asia, where Certina has widespread distribution. For us, as a Swiss company with a longstanding tradition, it is very important to work together with the appropriate team. With its Swiss roots, high performance aspirations and huge popularity rating, the BMW Sauber F1 Team is the ideal partner for us."