A New Era of Timekeeping for Williams Racing Fans
Tokyo, Japan,
UNDONE, the world’s leading customizable watch brand, proudly announces its official licensee with Atlassian Williams Racing, one of the most iconic and beloved names in Formula 1. This landmark collaboration kicks off a new era — not just in racing-inspired watchmaking, but in how fans connect with the teams they love.
At the heart of this licensee is a shared vision: to celebrate passion, precision, and people. As Atlassian Williams Racing accelerates into a new chapter — defined by revitalized ambition and a bold future — UNDONE steps in as its Official Timepiece Partner, crafting timepieces that honor the team’s legacy while embracing its forward-looking spirit.
More Than a Watch — It’s a Bond
This is not a logo licensing deal. It’s a story-driven, rooted in mutual respect and a desire to build something lasting for the fans. Each watch in the upcoming UNDONE × AtlassianWilliams Racing collection will be meticulously designed to speak directly to the Williams fanbase — from subtle nods to historic liveries to race-inspired mechanics and fan-first customization options.
“We don’t just want fans to wear our watches — we want them to feel part of the team,” says Robert Tran, Founder at UNDONE.
“This collection is about belonging. It’s about carrying the Williams legacy with you, every second of the day.”
Built on Shared Passion, Not Corporate Playbooks
The collaboration was born through genuine connection — a former racer and longtime Formula 1 fan introduced the UNDONE team to Atlassian Williams Racing, sparking a creative conversation that led to a true Licensee. Chris, who now leads Motorsports at UNDONE, remarks:
“We all agreed: if we’re going to do this, it’s not about a logo on a dial. It’s about creating something meaningful for the fans, from the inside out.”
Launching in 2025 with Global Fan Experiences
The first timepiece in the UNDONE × Atlassian Williams Racing collection will make its global debut at the Barcelona Grand Prix in 2025.
And this is just the start.
With six global F1 Fan Zones on the calendar and plans to bring the collection to UNDONE’s worldwide network of retailers and fans, this official licensee is only gaining speed.
Beyond the track, UNDONE and Atlassian Williams Racing are working on a series of offline experiences that bring fans even closer to the team — from exclusive activations to community-driven moments around the world.
Even more exciting collaborations are already in the works — ideas that will redefine how teams and fans connect.
We can’t wait to share what’s next.
Because this isn’t just about watches.
It’s about crafting a new kind of relationship — one that no team has dared to create before.
So stay tuned. The future is ticking.
About UNDONE
Founded in 2014, UNDONE is a global watch brand based in Tokyo, JAPAN, known for its premium customization, pop culture collaborations, and boundary-pushing storytelling through timepieces.
About Atlassian Williams Racing
A British Formula 1 team with a legendary past and a bright future, Atlassian Williams Racing continues to inspire fans around the world with its spirit of innovation, resilience, and relentless pursuit of performance.