TAG Heuer Proudly Becomes The Official Timekeeper of Formula 1 in 2025

Official Timekeeper of Formula 1

In an unexpected turn, LVMH announced a major partnership that had been rumored since last October. LVMH, the world’s largest luxury group, officially signed a 10-year global partnership with Formula 1, marking a significant sports sponsorship deal. This encompasses brands like Vuitton and Moët Hennessy. The official timekeeping role for F1, held by Rolex since 2013, was ending. It’s now confirmed that TAG Heuer will resume as the Official Timekeeper of Formula 1 in 2025.

In our previous article about LVMH’s deal, we anticipated TAG Heuer’s return as the Official Timekeeper of Formula 1 in 2025, even though it wasn’t mentioned in the group’s press release. Now it’s official, and it’s fitting to see the brand return to its past role.

TAG Heuer History With Motorsport

Founded in 1860, TAG Heuer has long been associated with motorsport, with famous models like the Monaco and the Carrera influenced by racing. TAG Heuer has an extensive history with Formula 1, providing timing systems and forming connections with notable teams and drivers. In the 1960s, Heuer was closely linked to Jochen Rindt, a Formula 1 driver who posthumously won the 1970 World Championships for Lotus, often wearing a Heuer Autavia watch. Jack Heuer, then CEO, partnered with driver Jo Siffert to promote the Calibre 11 automatic chronograph, adding the Heuer logo to his race car and suit.

Collaborate with Ferrari

From 1971, Heuer collaborated with Ferrari, timing their Fiorano test track and developing tools like the Le Mans Centigraph. Their partnership lasted until 1979 when it continued with McLaren. In 1985, Techniques d’Avant Garde Group (TAG), owner of the McLaren Formula 1 team, acquired Heuer. In 1992, TAG Heuer became Formula 1’s Official Timekeeper, a role it held until 2003.

Tag Heuer Main Sponsor For Red Bull Racing

TAG Heuer maintained its Formula 1 connection, sponsoring McLaren until 2015. From 2016, TAG Heuer teamed up with Red Bull Racing and driver Max Verstappen, a four-time world champion (2021-2024). The year 2025 ushers in a new chapter as TAG Heuer returns as the Official Timekeeper of Formula 1, with a strong presence on and off the track through branding opportunities. The brand also mentions new product ranges related to Formula 1 besides Official Timekeeper Formula 1.

TAG Heuer’s partnership with Oracle Red Bull continues alongside the official timekeeper of Formula 1 duties. For more information, visit TagHeuer.com.

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