Active

TAG Heuer returns: the official timekeeper of Formula 1 in 2025

As we step into 2025, a groundbreaking announcement has confirmed what many had anticipated: one of the most significant sports sponsorship deals in history has been finalized: TAG Heuer and F1.

Por: Alejandro Carrillo
TAG Heuer has proudly announced its return as the official timekeeper of Formula 1 starting in 2025 / Photo via TAG Heuer
TAG Heuer has proudly announced its return as the official timekeeper of Formula 1 starting in 2025 / Photo via TAG Heuer

In October of last year, LVMH, the world’s largest luxury conglomerate, revealed its partnership with Formula 1 as a global sponsor for the next decade. This long-anticipated move solidifies LVMH’s presence in the world of high-performance motorsport.

 

While brands like Louis Vuitton and Moët Hennessy are expected to feature prominently in podium celebrations and visual advertising, the most notable shift comes with the expiration of Rolex’s contract as the official timekeeper of Formula 1. In its place, TAG Heuer has proudly announced its return as the official timekeeper of Formula 1 starting in 2025.

Steve McQueen wearing a Monaco watch in the film Le Mans (1971). / Photo via TAG Heuer
Steve McQueen wearing a Monaco watch in the film Le Mans (1971). / Photo via TAG Heuer

The history of TAG Heuer and Formula 1 runs deep, dating back to the era of Jo Siffert in 1969. Over the decades, the brand has been deeply intertwined with motorsport, inspiring the design of its most iconic timepieces, including the Carrera and Monaco collections.

TAG Heuer’s timeless legacy

Precision timing is paramount in a sport where fractions of a second determine victory, and this is where Heuer excels. The brand’s legacy of innovation in timekeeping is legendary, having played a pivotal role in motorsport technology during its early years.

 

Under its original name, the company developed the Centigraph HL205, a groundbreaking electronic timing device designed for Enzo Ferrari. Ferrari, suspicious of competitors’ accuracy in timing at the Le Mans circuit, relied on Heuer’s innovation to ensure fair play. This collaboration proved instrumental in Ferrari’s success at Le Mans and in Formula 1, where they secured the Drivers’ and Constructors’ Championships in 1975 with Niki Lauda behind the wheel.

Tag Heuer was the official sponsor of Ayrton Senna / Photo via TAG Heuer
Tag Heuer was the official sponsor of Ayrton Senna / Photo via TAG Heuer

Heuer’s partnership with Ferrari continued until 1979 before the brand shifted focus to McLaren. In 1985, the company became TAG Heuer after being acquired by Techniques d’Avant Garde Group, which also owned McLaren at the time. The Heuer logo debuted on the MP4/2C, the legendary red-and-white McLaren that carried Alain Prost to victory in the 1986 championship. This era marked the beginning of TAG Heuer’s ongoing legacy as a leader in precision motorsport timing.

Niki Lauda and Clay Regazzoni visiting the Heuer workshops in Biel, Switzerland, in 1970 / Photo via TAG Heuer
Niki Lauda and Clay Regazzoni visiting the Heuer workshops in Biel, Switzerland, in 1970 / Photo via TAG Heuer
The theme in the campaign is "The World Is Yours" / Photo via Louis Vuitton
Advertisement
360 Quite Luxury (Ad)
Advertisement

TAG Heuer and Formula 1, a promising future

Today, Formula 1 stands as one of the world’s most culturally significant and successful sports, with a massive global following of 750 million fans. The audience continues to diversify, with 42% of viewers now women and one in three fans under the age of 35. The 2024 season alone drew an impressive 1.5 billion viewers. Recognizing this unique blend of cultural relevance, youth appeal, and high-performance competition, TAG Heuer has seamlessly positioned itself as the perfect match for Formula 1’s future.

“In a sport defined by mental endurance, physical strength, strategic thinking, and technological innovation, TAG Heuer is a natural choice as Formula 1’s official timekeeper,” remarked Antoine Pin, the newly appointed CEO of TAG Heuer. This partnership not only reaffirms TAG Heuer’s historic connection to motorsport but also highlights its commitment to innovation and excellence in the world of luxury timepieces.

 

If you found this article about TAG Heuer and Formula 1 interesting, please share it. You can also read this article about Rolex and tennis. Check out other articles in the Discover and Active sections.

Receive the latest news

Subscribe To Our Magazine

Luster Magazine

Digital Magazine

Ingresa los siguientes datos y comienza a disfrutar de nuestra revista digital.