TAG Heuer Returns as the Official Timekeeper of Formula 1

As Formula 1 (F1) celebrates its 75th anniversary in 2025, TAG Heuer reclaims its position as the Official Timekeeper and Partner of the championship. This change comes after Rolex’s tenure, which began in 2013, and reaffirms TAG Heuer’s deep-rooted connection to motorsport and precision timekeeping.

Under a 10-year partnership agreement, TAG Heuer will play a pivotal role both on and off the track, with trackside branding, Fan Zone activations, the Paddock Club, and exclusive product launches. This collaboration further strengthens TAG Heuer’s association with some of the world’s most prestigious races, including the Monaco Grand Prix, the TAG Heuer Porsche Formula E Team, the Carrera Panamericana, and the Indianapolis 500.

Formula 1’s Global Expansion Under Liberty Media

Since Liberty Media’s acquisition of Formula 1, the sport has experienced significant growth in global reach and audience engagement. Key figures highlight this success:

750 million global fans
Over 90 million followers across social media
A younger and more diverse fanbase, with 42% of fans now women and one in three under the age of 35

The 2024 season saw 1.5 billion viewers, with the dramatic McLaren vs Ferrari battle for the Constructors’ Championship in Abu Dhabi drawing worldwide attention.

As Formula 1 continues to expand its audience, TAG Heuer’s return underscores its commitment to precision timekeeping and motorsport innovation.

TAG Heuer and Formula 1: A Legacy of Excellence

TAG Heuer’s history in Formula 1 spans decades, with pioneering contributions to the sport’s timekeeping and branding.

Key Milestones in TAG Heuer’s F1 History

1969 – First watch brand to place its logo on an F1 car
1971 – First official sponsor of an F1 team
239 wins, 613 podiums, 9,471 points, 11 Constructors’ Championships, and 15 Drivers’ Championships – TAG Heuer has played a significant role in some of F1’s most historic moments

Antoine Pin, CEO of TAG Heuer, emphasised the brand’s dedication to F1:

“In a sport defined by mental resilience, physical endurance, strategy, and innovation, it is only natural for TAG Heuer to be at the heart of Formula 1. We are proud to once again be the name that defines what makes a winner: time.”

TAG Heuer’s Influence on Motorsport Timekeeping

1960s: The Foundation of a Racing Legacy

Jochen Rindt, the posthumous 1970 World Champion, frequently wore a Heuer Autavia 2446.
Jack Heuer, then CEO, forged a historic sponsorship deal with Swiss driver Jo Siffert in 1969, making Heuer one of the first watch brands to collaborate with an F1 driver.

1970s: Ferrari and the Le Mans Centigraph

1971 – Ferrari sought an advanced timing system for their Fiorano test track.
Heuer developed the Le Mans Centigraph, which revolutionised lap timing and helped Ferrari secure the 1975 Drivers’ and Constructors’ Championships with Niki Lauda.

1980s: McLaren Partnership and the Birth of TAG Heuer

1979 – Heuer ended its Ferrari collaboration and began a long-term partnership with McLaren, one of the longest-running alliances in F1 history.
1985 – Heuer was acquired by Techniques d’Avant Garde (TAG) Group, owners of the McLaren F1 team, leading to the rebranding as TAG Heuer.
The TAG Heuer logo appeared on Alain Prost’s MP4/2C, which won the 1986 World Championship.
That same year, TAG Heuer introduced the Formula 1 watch collection, known for its bold colours and racing-inspired designs.

1990s: Ayrton Senna and the Spirit of Racing

1988 – Ayrton Senna joined McLaren, becoming one of the most iconic figures in F1 history.
Senna wore TAG Heuer watches throughout his career, winning three World Championships (1988, 1990, 1991).
Today, TAG Heuer continues its partnership with the Senna Foundation, keeping his legacy alive.

2000s–Present: Pioneering F1 Timekeeping

1992 – TAG Heuer became the Official Timekeeper of Formula 1, introducing innovative timing solutions that revolutionised race analysis and audience engagement.
2008 – Lewis Hamilton won his first World Championship wearing a TAG Heuer.
2015 – After 30 years with McLaren, TAG Heuer became the official timekeeper and sponsor of Red Bull Racing.
2021–2023 – The Oracle Red Bull Racing partnership produced four Drivers’ Championships (Max Verstappen) and two Constructors’ Championships.

The LVMH Partnership: A Major Investment in Global Sports

TAG Heuer’s return as Formula 1’s Official Timekeeper is part of a broader strategic partnership between F1 and LVMH Group, TAG Heuer’s parent company.

LVMH’s involvement extends beyond TAG Heuer and includes Louis Vuitton and Moët Hennessy, reinforcing the luxury conglomerate’s commitment to high-profile sporting events.
This collaboration positions LVMH brands at the forefront of global sports, from the Paris Olympics to Formula 1, enhancing visibility among elite audiences.

A New Era for TAG Heuer and Formula 1

With its return as Official Timekeeper, TAG Heuer strengthens its historic connection to motorsport excellence.

This 10-year agreement places TAG Heuer at the heart of Formula 1’s next chapter, blending cutting-edge timekeeping technology with the high-speed intensity of F1 racing.

For more information, visit TAG Heuer.