[Formula One racing looking after Jackie Stewart in 1968] was not so intense and, yes, it was much more dangerous - what was definitely different back then was the level of safety.

You have to see it on a broader level. But you also have to activate it properly.

The world is changing. And a lot of people in Formula One are starting to understand this.

If I were to be super critical, I would say Formula One is too tactical and not strategic enough. And that brings us back to the digital issue: you may have to invest in order to gain - sacrifice some short-term effects in order to make high returns in the future.

Formula One gives a platform to companies like Rolex - and that's just in media space, watching television or reading newspapers, digital or physical. You see the brand in the context of the competition and bring it to the attention of everybody on a regular basis.

Monaco was my first race of the season and I spoke with a number of people and all seemed to be very optimistic.

The web attacks traditional ways of doing things and elites, and this is very uncomfortable for traditional businesses to deal with.