- TAG Heuer has officially returned as Formula 1’s Official Timekeeper, marking a new chapter in a partnership that spans more than 55 years.
- The Swiss watchmaker’s Formula 1 legacy includes 239 race wins, 613 podium finishes, 11 Constructors’ Championships, and 15 Drivers’ Championships through its partnerships with leading teams.
- TAG Heuer’s connection to Formula 1 dates back to the 1970s, when Jack Heuer helped establish one of the first partnerships between a luxury watch brand and a Formula 1 team.
- The return comes as Formula 1 celebrates its 75th anniversary, with TAG Heuer rejoining the sport as part of LVMH’s landmark 10-year partnership.
Get ready, motorsport fans — TAG Heuer is back where it belongs, stepping up as the Official Timekeeper for Formula 1. After 55 years in the history books, 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 signals a major shift in sponsorships but also brings TAG Heuer back into the fold, alongside other LVMH brands such as 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.
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You have to look back at TAG Heuer’s story with Formula 1, which started way before sponsorship deals and digital timing boards became part of the modern Grand Prix as we know it today. The Swiss watchmaker first entered the paddock through its association with Jo Siffert and Lotus, becoming one of the earliest luxury brands to establish its presence in the sport.
Decades later, that relationship has stretched across racing, championship battles, and some of Formula 1’s most memorable eras. Throughout Formula 1’s history, TAG Heuer remained a familiar sight around the circuit. From the thunder of naturally aspirated engines to today’s highly sophisticated machines, the brand has been there for many of the moments that helped shape the championship and the drivers who defined it forever.
TAG Heuer is back as Formula 1’s Official Timekeeper for the 2025 season, picking up where a long partnership left off. With that, Formula 1 is starting a new chapter with LVMH, TAG Heuer’s return fits a sport that honours both tradition and progress.
TAG Heuer CEO Frédéric Arnault shared his thoughts on the announcement:
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.
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For many fans, TAG Heuer’s relationship with Formula 1 is about more than just logos or sponsorships—it’s the name tied to winning teams, drivers, and the best moments in motorsport history that fans will remember, as it brings back memories that last well over fifty years.
As a new season begins, TAG Heuer once again finds itself at the centre of a sport where tiny differences can change everything. In Formula 1, races, championships, and careers can be decided in a moment, making the watchmaker’s return feel like a perfect reunion between two names whose histories have long been connected.
TAG Heuer’s connection to Formula 1 goes far beyond its role as the sport’s official timekeeper. As Formula 1 celebrates the 75th anniversary of its first Drivers’ Championship in 2025, few brands are better placed to be part of that milestone. Over the decades, TAG Heuer has become woven into the fabric of the sport, from watch collections inspired by famous circuits and races to its logo appearing on some of Formula 1’s most iconic cars. For many fans, TAG Heuer and Formula 1 have become almost inseparable, thanks in large part to Jack Heuer’s vision.
Back in the 1970s, Jack Heuer helped change the relationship between motorsport and watchmaking by creating what is widely regarded as the first partnership between a luxury watch brand and a Formula 1 team, Ferrari. The collaboration led to the development of the Le Mans Centigraph, a timing device designed to monitor the performance of Ferrari’s drivers and cars at the team’s dedicated testing facility. What began as an innovative partnership soon evolved into one of motorsport’s most enduring success stories.
As Formula 1 has grown, so has TAG Heuer’s role in the sport. The brand has worked with top teams like Ferrari, McLaren, and Oracle Red Bull Racing, and has been part of many victories and championship celebrations.
Though its partnerships in Formula 1, TAG Heuer has been part of 239 race wins, 613 podium finishes, 9,471 championship points, 11 Constructors’ Championships, and 15 Drivers’ Championships. Not many brands can match this record, so TAG Heuer’s return as Formula 1’s Official Timekeeper feels like a natural step in a relationship that has influenced both racing and watchmaking for generations.
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With so much history between them, TAG Heuer’s return as Formula 1’s Official Timekeeper feels more like the next step than a brand new beginning. Over the years, few brands have been as closely tied to the sport, so this reunion is especially meaningful as Formula 1 marks its 75th anniversary. From working with championship teams to being present at some of the sport’s most memorable moments, TAG Heuer has always been part of the story.
Welcoming the watchmaker back to the sport, Formula 1 President and CEO Stefano Domenicali said:
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.
