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 graced the hood of Jo Siffert’s Lotus 49B, and now, the true king of the track is back in action.

It’s been more than two decades since TAG Heuer made the surprising move 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, inked 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 big shift in sponsorships but also brings TAG Heuer back into the fold, alongside other LVMH icons like Louis Vuitton and Moët Hennessy. While it was clear TAG Heuer’s return was likely, the official announcement on January 1st sealed the deal.

So, buckle up — this legendary partnership is about to bring a whole new level of excitement to the F1 track.

TAG Heuer’s timekeeping role is iconic for those who’ve followed Formula 1 over the years. TAG Heuer has been at the forefront of race timing from the early days in the ‘70s, when the Swiss brand first got involved with F1, to their legendary partnership with teams and drivers. The brand’s innovative chronographs and precision timing technology made it the perfect match for a sport where every fraction of a second counts.

Now, as they return to the scene, TAG Heuer is set 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 high-tech timekeeping solutions will ensure that every lap, every pit stop, and every thrilling moment is measured with unparalleled accuracy. For fans watching the action unfold, it’s more than just a partnership — it’s a continuation of a legacy built on 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 bond between TAG Heuer and Formula 1 goes beyond just timekeeping. With the 2025 season marking the 75th anniversary of the inaugural Driver’s Championship, TAG Heuer is the perfect partner to celebrate this historic milestone. The brand’s unique connection to the sport is so deeply ingrained that the two are practically inseparable. From collections named after iconic races to the TAG Heuer branding across vehicles, the watchmaker has become as synonymous with F1 as Ralph Lauren is to the sport of Polo — and much of that can be credited to Jack Heuer.

Back in the ‘70s, the then-CEO of TAG Heuer formed the first-ever partnership between a watch brand and an F1 team, Ferrari. This groundbreaking agreement led to the Le Mans Centigraph, a timekeeping device designed to measure the performance of Ferrari’s new cars and drivers at their first purpose-built facility. Little did they know that this collaboration would kick off a relationship that would rack up 239 wins, 613 podiums, 9,471 points, 11 World Constructors’ Championships, and 15 World Drivers’ Championships. TAG Heuer has worked with iconic teams like McLaren, Ferrari, and Oracle Red Bull Racing, solidifying its place in F1 history.

With this deep-rooted 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.”

TAG Heuer’s unmatched connection to the sport makes this partnership more than just a business deal — it’s a celebration of a shared legacy of innovation, precision, and excellence.