In a landmark move, TAG Heuer has reclaimed its position as the Official Timekeeper of Formula 1, commencing with the 2025 season. This return marks the end of Rolex’s tenure since 2013 and signifies a renewed commitment by TAG Heuer to the pinnacle of motorsport.
A Historic Partnership Renewed
TAG Heuer’s association with Formula 1 dates back to 1969, when it became the first luxury brand to have its logo featured on an F1 car. The brand’s deep-rooted involvement continued as it served as the sport’s Official Timekeeper from 1992 to 2003. Over the decades, TAG Heuer has partnered with legendary teams such as Ferrari, McLaren, and more recently, Oracle Red Bull Racing
A Historic Partnership Renewed
TAG Heuer’s association with Formula 1 dates back to 1969, when it became the first luxury brand to have its logo featured on an F1 car. The brand’s deep-rooted involvement continued as it served as the sport’s Official Timekeeper from 1992 to 2003. Over the decades, TAG Heuer has partnered with legendary teams such as Ferrari, McLaren, and more recently, Oracle Red Bull Racing.
A Decade-Long Commitment with LVMH
The reinstatement of TAG Heuer as Formula 1’s Official Timekeeper is part of a broader 10-year global partnership between Formula 1 and LVMH, TAG Heuer’s parent company. This alliance also brings other LVMH brands like Louis Vuitton and Moët Hennessy into the F1 ecosystem, enhancing the sport’s luxury appeal.
Innovations on and off the Track
As part of its renewed role, TAG Heuer has introduced retro-inspired trackside clocks, replacing the previous Rolex timepieces. These new clocks feature a red fiberglass bezel, white plexiglass dial, and LED illumination, embodying a blend of classic design and modern technology.
Additionally, TAG Heuer has launched the Formula 1 Solargraph watch, a modern reinterpretation of its iconic 1980s model. This solar-powered timepiece, developed with Citizen’s technology, boasts a 38mm case and eco-friendly bioplastic components, appealing to a new generation of watch enthusiasts
Expanding Presence in Motorsport
Beyond its role in Formula 1, TAG Heuer continues to support the sport through various initiatives. The brand maintains its partnership with Oracle Red Bull Racing and has become the title sponsor of the 2025 Monaco Grand Prix, marking the first time the event has had a title sponsor. TAG Heuer Watch Forums+1Monochrome Watches+1
Furthermore, TAG Heuer has extended its commitment to nurturing emerging talent by sponsoring Aiva Anagnostiadis in the F1 Academy for the 2025 season.
With its return as the Official Timekeeper, TAG Heuer reaffirms its dedication to precision, innovation, and the exhilarating world of Formula 1.
For more details on TAG Heuer’s partnership with Formula 1, visit the official announcement on Formula1.com.
