Get ready, motorsport fans — TAG Heuer is back where it belongs, stepping up as the Official Timekeeper for Formula 1. After 55 years of history, the Swiss watchmaker is reclaiming its role at the heart of F1. It all started when TAG Heuer first appeared on the hood of Jo Siffert’s Lotus 49B, and now, the true king of the track is back in action.
It’s been over twenty years since TAG Heuer made the surprising decision to step back from timekeeping, but the sport’s worst-kept secret is finally out. Just a few months ago, TAG Heuer’s parent company, LVMH, signed an extraordinary 10-year sponsorship deal with F1, shaking up the motorsport world by ending Rolex’s long reign. The partnership not only indicates a major shift in sponsorships but also brings TAG Heuer back into the fold, alongside other LVMH brands like Louis Vuitton and Moët Hennessy. While it was obvious TAG Heuer’s return was imminent, the official announcement on January 1st confirmed the news.
So, buckle up — this legendary partnership is about to take excitement to a whole new level on the F1 track.
TAG Heuer’s role in timekeeping is iconic for those who’ve followed Formula 1 over the years. TAG Heuer has been a leader in race timing since the early ’70s, when the Swiss brand first became involved with F1, and through its legendary partnerships with teams and drivers. The brand’s innovative chronographs and precise timing technology made it a perfect fit for a sport where every fraction of a second matters.
Now, as they return to the scene, TAG Heuer is poised to redefine how time is measured on the track. The brand made the exciting announcement on their official site, confirming they’re back in action as the Official Timekeeper for Formula 1 starting in the 2025 season. TAG Heuer’s CEO, Frédéric Arnault, shared his excitement about the return, stating:
Formula 1 and TAG Heuer share a passion for performance, precision, and pushing the limits. We are thrilled to be back in the heart of the action, where every second counts, and to bring our legacy of timing excellence to a new generation of fans
Their advanced timekeeping solutions will guarantee that every lap, pit stop, and exhilarating moment is recorded with unmatched accuracy. For fans watching the action unfold, it’s more than just a partnership — it’s a continuation of a legacy rooted in speed, style, and precision.
What makes this partnership even more exciting is the cutting-edge technology TAG Heuer brings to the table. The brand has always been known for pushing the limits of watchmaking, and now, they’re applying that same dedication to the fast-paced world of F1. With their return, F1 fans can expect even more accurate and seamless timing, making every second of the race even more thrilling.
The relationship between TAG Heuer and Formula 1 extends beyond just timekeeping. With the 2025 season marking the 75th anniversary of the first Driver’s Championship, TAG Heuer is the ideal partner to commemorate this historic milestone. The brand’s deep-rooted connection to the sport is so ingrained that the two are nearly inseparable. From collections named after legendary races to the TAG Heuer logo displayed on vehicles, the watchmaker has become as closely associated with F1 as Ralph Lauren is with polo — and much of that can be attributed to Jack Heuer.
Back in the ‘70s, the then-CEO of TAG Heuer established the first-ever partnership between a watch brand and an F1 team, Ferrari. This pioneering agreement led to the creation of the Le Mans Centigraph, a timekeeping device built to measure the performance of Ferrari’s new cars and drivers at their first dedicated facility. Little did they realize that this collaboration would spark a relationship that would accumulate 239 wins, 613 podiums, 9,471 points, 11 World Constructors’ Championships, and 15 World Drivers’ Championships. TAG Heuer has collaborated with legendary teams such as McLaren, Ferrari, and Oracle Red Bull Racing, solidifying its legacy in F1 history.
With this longstanding history, it’s only fitting that TAG Heuer is back in the driver’s seat as the official timekeeper. Formula 1 President and CEO Stefano Domenicali expressed his excitement about the return, saying:
“I am delighted to welcome TAG Heuer as the official timekeeper of Formula 1 as they start the next stage of their long history in our sport. With their focus on innovation, accuracy, and excellence, they are a natural partner, and I am excited to see how our intertwining heritage can tell new stories for the future as we celebrate our 75th year.”
