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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.
Jack Heuer, in the middle, pictured here with the Ferrari team in the 1970s | Image: TAG Heuer
TAG Heuer Reclaims Its Place in Formula 1
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.
The pioneering Le Mans Centigraph, developed by Heuer in 1971 was the first timing system capable of displaying times to precision of 1/1000th of a Second | Image: TAG Heuer
Jack Heuer (L), Niki Lauda (Centre) and Clay Regazzoni (R) visiting the Heuer workshops in Biel in the 1970s | Image: TAG Heuer
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.
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.
Jack Heuer Holding Microsplit | Image: TAG Heuer
A Legacy Measured in Seconds
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.
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.
Elias Albay is the Founder and Director of Many Men Magazine, a Toronto-based digital publication dedicated to promoting modern masculinity through style, culture, and self-improvement. What started as a personal turning point became a purposeful platform. — born from Elias’ desire to create something meaningful after completing his studies and finding no career path that truly matched his ambitions. With a background in Civil Engineering from York University and experience in Commercial Flight Operations at CAE, he applied skills, and resilience from both fields to forge a new path.
Our team of editors and experts thoughtfully chooses each product. If you decide to buy through one of our links, we may earn a commission. Learn more. Want to know how we test products? Click here for more details.
The new Apple season is here again, and you can feel the hype starting to grow. After months of rumours, leaked renders, and plenty of “Apple Insiders Chats”, iPhone 17 is finally arriving — and it looks like Apple is gearing up for one of its biggest updates in years. The question everyone’s asking is “What is Apple changing this time?”
To start, the new Apple iPhone 17 (from USD $799), iPhone 17 Pro (from USD $1099), and iPhone 17 Pro Max (from $1199) lineup launched without any increase in the base price, which is unusual for Apple. However, the iPhone 17 now includes several features previously exclusive to Pro models, such as a 6.3-inch Super Retina XDR display with ProMotion and an upgraded 48MP Fusion Ultra Wide camera. And I can’t help but wonder—will that tempt many people to upgrade?
The Pro and Pro Max models feature a larger redesign. Apple has adopted a new brushed aluminium unibody, crafted from lightweight aerospace-grade 7000-series alloy to help manage heat — a subtle acknowledgment of the thermal issues reported with the iPhone 15 and 16 Pro series. Inside, the devices are powered by the A19 Pro chip, the most advanced processor Apple has ever installed in a phone, along with improved battery life. There’s also a striking new finish, with Cosmic Orange taking centre stage this year.
Pre-orders for the new iPhone will start at 8:00 a.m. ET (5:00 a.m. PT) on Friday, September 12th, 2025, and the entire lineup is now officially available in stores and online from Friday, September 19th, 2025.
Highlights:
iPhone 17 From USD $799; iPhone 17 Pro From USD $1099
Base model now gets a 6.3-inch ProMotion display and a 48MP Ultra Wide camera.
Pro models switch to a new aluminum unibody with better thermal control.
A19 Pro chip and a larger battery boost performance on the Pro lineup.
Camera upgrades across all models, with the Pro offering 8× optical telephoto.
Pre-orders kicked off on September 12 at 8 a.m. ET, with all models officially arriving in-store and online on September 19, 2025.
iPhone 17 Pro – Cosmic Orange | Image: Apple
iPhone 17 Release Date
Pre-orders begin at 8:00 a.m. ET on Friday, September 12, 2025. This includes their full lineup — such as the iPhone 17, iPhone 17 Pro, iPhone 17 Pro Max, and the iPhone Air.
They will be available in-store and online starting Friday, September 19th, 2025. However, suppose you want to get your hands on one. In that case, we recommend pre-ordering your device as availability may be very limited in the first few weeks after the release, especially since Apple is dropping new popping colours this year.
Here are all the colours for this year’s iPhone lineup:
iPhone 17 Colours:
Black
Lavender
Mist Blue
Sage
White
iPhone 17 Pro and iPhone 17 Pro Max Colours:
Deep Blue
Cosmic Orange
Silver
iPhone Air Colours:
Sky Blue
Light Gold
White Cloud
Space Black
Note: We weren’t big fans of last year’s iPhone lineup, and this year’s lineup seems like Apple decided to shake things up even more. The standard models have dropped Pink, Teal, Yellow, and Ultramarine, while the Pro series now features bolder, more playful tones — but surprisingly, there’s no black option this time around. If you prefer that classic dark look, the iPhone Air in black is your best choice, but if you want to stay in the Pro range, we’d suggest the navy finish for a sleek, understated look — and of course, you can always personalise it with a case to make it your own.
iPhone 17 Pro | Image: Apple
iPhone 17 & iPhone 17 Pro Prices
This year’s iPhone lineup stays familiar where it counts — the entry point remains unchanged, which is good news for anyone looking for an upgrade without a big price jump. Apple has included numerous performance enhancements, better cameras, and more base storage, yet the iPhone 17 (256GB) still starts at USD $799. For those who want to max things out, the iPhone 17 Pro Max can be upgraded to 2TB for a staggering USD $1,999 — a setup clearly geared toward content creators and power users who live on their phones.
If you ask us which one is the sweet spot, we would say the iPhone 17 512GB (USD $999), or if you are like me and take many photos and videos, then go for the iPhone 17 Pro 512GB (USD $1299).
Here’s a complete list of pricing for the new iPhone 17, iPhone 17 Pro, and iPhone 17 Pro Max models:
Let’s start with the iPhone 17 and the new updates it introduces this year. Apple appears to have struck a balance between performance and simplicity, giving the base model a significant upgrade without overcomplicating things. The design feels cleaner, the build lighter, and the overall experience smoother from the moment you see it — you’ll understand why the standard iPhone still remains popular, practical, polished, and now more refined than ever.
Design & Display
When it comes to design and display, the iPhone 17 marks a point where Apple begins blending its standard and Pro models. The base model now includes the same 6.3-inch Super Retina XDR display that was previously exclusive to the Pro, and the highly anticipated ProMotion technology has finally been introduced — providing adaptive refresh rates from 1Hz to 120Hz. This results in smoother scrolling, sharper animations, and an Always-On display that intelligently drops to 1Hz when idle to conserve battery life.
Apple has also given the iPhone 17 with a more durable front featuring second-generation Ceramic Shield, which reduces glare and improving scratch resistance by up to three times compared to older models. The display is brighter than ever, reaching a peak brightness of 3,000 nits, making outdoor visibility effortless even in direct sunlight. The upgraded alloy frame — now used across both the standard and Pro lines — provides the phone with a sturdier, more cohesive feel in the hand.
And for those who enjoy a bit of creative control, Apple has included Camera Control in the standard model for the first time, allowing you to adjust key shooting options directly while framing your shot. It’s clear that Apple aimed for the iPhone 17 to feel far from “entry-level” — and honestly, it lives up to that promise.
Performance
Apple made a major leap in iPhone 17 performance thanks to its all-new A19 chip, built on the latest 3-nanometre architecture. Beneath the device’s surface lies an upgraded display engine, an improved image signal processor, and a neural engine that handles everything from AI photo edits to real-time translations. The CPU is now 1.5x faster, and the GPU, which delivers 2x the performance of the A15 chip found in the older iPhone 13 model, serves as clear proof that Apple isn’t slowing down when it comes to raw power.
Apple has successfully extended battery life even further, now offering up to 30 hours of video playback, about eight hours more than the previous model. With Adaptive Power Mode in iOS 26, the phone learns your habits and adjusts background processes to conserve energy before you even think about charging. And when you do need a top-up, a high-wattage USB-C adapter can bring it to 50% in just 20 minutes.
Add to that a Neural Accelerator integrated into each GPU core — the same tech found in the A19 Pro — and the iPhone 17 is now fully capable of handling on-device generative AI, making it not just faster but smarter in how it manages your daily tasks.
Cameras
The iPhone 17’s camera upgrades start right where you’ll notice them most — the front. The all-new Center Stage front camera introduces Apple’s first square sensor, significantly improving the clarity of your selfies and video calls. It can capture up to 18MP photos and record ultra-stabilised 4K HDR video, all while keeping you perfectly centred in the frame. One of the coolest features is Dual Capture, which allows you to record from both the front and rear cameras simultaneously — perfect for vloggers or anyone who loves sharing their reaction and what they’re seeing in a single shot.
Turning to the back, the iPhone 17 features a 48MP “Fusion” dual-camera array that combines professional-level sharpness with user-friendly versatility.
48MP Main: 2x “optical-quality” zoom
48MP Ultra-Wide
While it doesn’t quite match the 4× (100mm) or 8× (200mm) optical zoom capabilities of the Pro line-up, this dual setup offers the standard model a notable upgrade, especially for everyday users and casual creators. On the video front, Apple has gone all out — you’ll get 4K60 Dolby Vision, Cinematic Mode, Action Mode, Spatial Audio recording, and even spatial video support for Apple Vision Pro. Add useful extras like Audio Mix for clearer voice balance and wind noise reduction, and the iPhone 17’s camera system feels less like an entry-level feature and more like a genuine creative tool in your pocket.
Everything New with the iPhone 17 Pro and Pro Max Models
Now for the moment everyone’s been waiting for — the iPhone 17 Pro and Pro Max. This year, Apple didn’t hold back. From design tweaks to major upgrades, the Pro lineup feels like a true step forward rather than a small yearly refresh. There’s a lot happening, so let’s get into the details and see exactly what’s new as we dive in.
Design
Right off the bat, Apple’s iPhone 17 Pro models have made a surprising change this year by removing Titanium and replacing it with a brushed aluminium unibody made from lightweight aerospace-grade 7000-series alloy.
You’ll also notice the “forged plateau” at the back of the device. It’s not the most attractive design choice Apple has made, but it does serve its purpose. It’s not the prettiest design choice Apple has made, but it does serve a purpose. The raised section houses a bigger battery and a reengineered antenna system, which Apple claims is the most capable iPhone antenna setup yet. Hidden inside the frame is a newly designed vapour chamber, laser-welded into the chassis to pull heat away from the A19 Pro chip — a smart move considering how powerful this year’s silicon is.
Battery performance has also improved due to the larger cell inside, though Apple conveniently avoids providing an exact figure. What we do know is that the new fast-charging system still charges up to 50% in around 20 minutes through the upgraded high-wattage USB-C port.
Display
The displays on the iPhone 17 Pro and Pro Max haven’t changed in size — you still get a 6.3-inch panel on the Pro and a 6.9-inch screen on the Pro Max — but the technology behind them has seen a notable upgrade. Apple has introduced an enhanced Super Retina XDR display protected by the new Ceramic Shield 2, which now covers both the front and back of the device for the first time. The new coating offers greatly improved scratch resistance, better anti-reflective properties, and four times the crack protection compared to last year’s glass.
Brightness has also significantly improved. The iPhone 17 Pro lineup reaches a blazing 3,000 nits of peak outdoor brightness, making it the brightest iPhone display yet and even surpassing Samsung’s Galaxy S25 Ultra. Colours remain vivid in direct sunlight, and outdoor contrast has doubled, making everything from photos to text much easier to see when you’re on the move. Of course, ProMotion remains here, providing buttery-smooth 120Hz visuals when needed and scaling down for efficiency when not. Always-On Display also returns, now looking cleaner and more polished thanks to improvements in the new panel.
Performance
Power was definitely the headline story for the iPhone 17 Pro and Pro Max thanks to Apple’s new A19 Pro Chip, which pairs with the redesigned vapour changer cooling system that offers a noticeable jump in performance — up to 40% better than last year’s models.
This generation feels designed for people who push their phones, whether that’s shooting long-form 4K videos, working on the go, or diving into console-level mobile games. The phone simply keeps running without heating up like older models sometimes did. And with the new N1 wireless chip, you get Wi-Fi 7, Bluetooth 6, Thread, and a more stable experience when using features like Personal Hotspot and AirDrop.
On the performance side, the A19 Pro features a 6-core CPU, a 6-core GPU with Neural Accelerators in each GPU core, expanded cache, increased memory capacity, and a new 16-core Neural Engine designed for fast, on-device intelligence. This results in smoother ray tracing, improved frame rates, quicker app launches, and a noticeable boost in everyday responsiveness. Whether you’re gaming, multitasking, or exploring the new Apple Intelligence features, the 17 Pro lineup feels built to stay ahead of anything you throw at it.
Cameras
Just like the iPhone 17, the Pro models received upgrades, including a redesigned 18MP Center Stage front camera built around the first square front-camera sensor ever used on an iPhone. This delivers sharper selfies, a wider field of view, and Ultra-stabilized 4K HDR video—finally making the front camera feel worthy of all the attention it gets.
What I am most excited for is the Dual Capture feature, which allows you to record with both the front and rear cameras simultaneously. It’s perfect for reaction videos, travel vlogs, or anything where you want to show both sides of the story. The new orientation-agnostic capture also lets you record vertical videos that still save as portrait or landscape, depending on how you use them later.
The new iPhone 17 Pro models include three cameras as part of the 48 MP “Fusion” rear camera array.
48MP Main: 4× optical zoom at 100mm
48MP Ultra-Wide
48MP Telephoto (all-new): 8× optical zoom at 200mm — the most extended optical-quality zoom Apple has ever included in an iPhone.
Another upgrade is the new telephoto lens, built with next-gen tetraprism tech and a 56% larger sensor, meaning brighter detail, better low-light shots, and far cleaner zoomed-in images. And because Apple blends optical and digital zoom intelligently, you effectively get eight focal lengths out of the three-camera setup.
Apple didn’t ignore image processing either. The latest Photonic Engine provides photos with more natural textures, less noise, richer colours, and significantly improved low-light performance. New Photographic Styles, including a “Bright” mode arriving in iOS 26, offer even greater creative flexibility—enhancing skin tones and vibrance without overprocessing the shot.
Beats iPhone 17 Rugged Case with MagSafe | Image: Apple
iPhone 17 Pro Max TechWoven Case with MagSafe | Image: Apple
So… Should You Upgrade?
If you’re already eyeing the iPhone 17 lineup, the short answer is this: it depends on what you’re coming from and what matters most to you.
Apple has genuinely pushed things forward this year — smoother displays across the board, big leaps in camera hardware, noticeably stronger performance, and the Pro models finally feeling truly “Pro” again with their redesigned bodies and impressive zoom capabilities. Even the iPhone 17 base model feels like it graduated a year early, adopting features that used to be exclusive to the high-end models.
That being said, the upgrade makes the most sense for anyone using an older device (think iPhone 13 or earlier) or for those who want access to Apple’s new camera tricks, Apple Intelligence improvements, and longer-lasting batteries. If you’re already on a 16 Pro or 16 Pro Max, you’ll see meaningful improvements—especially with the new telephoto lens, thermal management, and faster A19 Pro chip—but it’s not an absolutely essential jump unless you’re a creator or heavy power user.
For everyone else, the iPhone 17 lineup offers something Apple hasn’t provided in a while: options. A smoother, more polished standard model; a daring new Air for those seeking something fresh; and Pro models that finally justify their name. No matter where you stand, this year’s lineup feels confident, unified, and crafted with genuine intention — so if you’ve been waiting for the ‘perfect’ year to upgrade, this could very well be it.
This is a reminder that the Apple products are available online and in-store starting today, Friday, September 19th, 2025.
Elias Albay is the Founder and Director of Many Men Magazine, a Toronto-based digital publication dedicated to promoting modern masculinity through style, culture, and self-improvement. What started as a personal turning point became a purposeful platform. — born from Elias’ desire to create something meaningful after completing his studies and finding no career path that truly matched his ambitions. With a background in Civil Engineering from York University and experience in Commercial Flight Operations at CAE, he applied skills, and resilience from both fields to forge a new path.
