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TAG Heuer Returns as Official Timekeeper for Formula 1

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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 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.

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.

TAG HeuerF1
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‘Mission: Impossible – The Final Reckoning’ Review: One Last Mission, One Massive Spectacle

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For almost 30 years, the Mission: Impossible series has set new standards for big-action movies. From climbing the Burj Khalifa to hanging off military planes in mid-air, Tom Cruise has spent years making Ethan Hunt one of the most famous action heroes in movies. Now, Mission: Impossible – The Final Reckoning comes as what might be Ethan Hunt’s last mission, bringing nearly 30 years of spying, betrayals, impossible tasks, and risky stunts to one big ending.

Directed again by Christopher McQuarrie, the film continues soon after Mission: Impossible – Dead Reckoning Part One. Ethan Hunt and the IMF are still trying to stop The Entity, a rogue AI that can break into intelligence systems and defence networks worldwide. Unlike past enemies in the series, this threat can’t just be found or fought in person. It spreads through data, spying, and technology, making Hunt’s newest mission feel much more dangerous than a typical spy job.

The pressure on Ethan Hunt feels stronger throughout the film, especially as the story often looks back at the choices and sacrifices from earlier movies. Sometimes, The Final Reckoning struggles to handle the challenge of ending such a long-running series, but when the action starts, the film shows why Mission: Impossible is still better than most modern action series. The stunts are huge, the excitement rarely slows, and the focus on real, practical filming once again gives the movie a level of intensity that special effects-heavy blockbusters often can’t match.

One Last Mission for Ethan Hunt

One of the main reasons ‘Mission: Impossible – The Final Reckoning’ works so well is that it remembers what makes this series special. These movies are made to be watched in theatres. The action feels huge, the sound shakes the room, and almost every scene is made to keep viewers glued to the screen. Watching it in IMAX adds another level, with some scenes expanding to a bigger size that makes the action feel even stronger.

Christopher McQuarrie again shows why he knows this series better than most. Every chase, explosion, fight, and big scene feels real because much of it is actually filmed live. You can feel the speed of the vehicles, the force of the explosions, and the tension in every mission as the story moves forward.

Tom Cruise keeps doing things most actors would never try. The film puts him running on rooftops, underwater, doing risky flying stunts, and several moments that really make you wonder how they filmed these scenes safely. The camera stays close to Cruise throughout the chaos, making every stunt feel even more intense, in a good way. There are no quick cuts to hide what’s happening. The movie wants viewers to feel the danger with him.

Even with all the big action scenes, the movie still slows down to focus on Ethan Hunt himself. Ethan feels more tired than ever, like the years of impossible missions are finally catching up to him. That extra emotional weight makes several moments hit harder than expected, giving the film a stronger sense that this is the end.

Ethan Hunt, played by Tom Cruise in ‘Mission Impossible: The Final Reckoning’ | Paramount Pictures

The Stunts Raise the Bar Again

By now, the stunt work is the main highlight of the Mission: Impossible series, and The Final Reckoning takes it even further. The most amazing scene shows Tom Cruise hanging from the side of a flying biplane nearly 8,000 feet above the ground, while facing wind speeds of about 140 mph. The camera stays close to him during the scene, making the height and speed impossible to miss. Every move feels dangerous because nothing is hidden.

The film also features several free-fall scenes, with cameras placed right in front of his face as he spins toward the ground. What makes these moments work so well is how little the movie cuts away from the action. You are made to experience the stunt with him, rather than watch it through quick cuts and shaky camerawork. The result is action that feels raw, physical, and, at times, truly stressful to watch. In a time full of CGI-heavy blockbusters, The Final Reckoning once again shows audiences what real stunt work looks like when a series fully commits to it.

Ethan Hunt, played by Tom Cruise in ‘Mission Impossible: The Final Reckoning’ | Paramount Pictures

A Bigger, Darker Story

Under all the explosions and big action scenes, Mission: Impossible – The Final Reckoning has a much more serious tone than earlier movies in the series. The film spends a lot of time reflecting on Ethan Hunt’s past choices and the people they affected, making this part feel more meaningful compared to the usual fast-paced mission style. There is a constant feeling that Ethan is running out of time, not just to stop The Entity, but to keep the life he has spent years giving up for the IMF.

The Entity also changes the story’s mood in a big way. Unlike earlier villains in the series, this enemy can’t just be caught or fought in a final battle. It lives inside spy systems, surveillance networks, and worldwide information, making the threat feel much bigger and harder to control. This change gives the movie a more tense feeling throughout, especially as trust between characters becomes harder to keep when information itself can’t be trusted.

The film sometimes gets a bit confused by its own past, especially when it looks back at older events and connects parts from earlier movies. Still, the emotional stress around Ethan Hunt keeps the story going. Even during the biggest action scenes, there is always a sense that this mission means much more than the ones before it.

What makes the story work are the quieter moments between the chaos. The film gives several scenes space to relax, letting Ethan and the IMF team feel more like real people beneath all the spy missions and explosions. These moments give The Final Reckoning a stronger emotional touch and make the idea that this could be Ethan Hunt’s last mission feel much more real by the end.

Ethan Hunt, played by Tom Cruise in ‘Mission Impossible: The Final Reckoning’ | Paramount Pictures

Does ‘The Final Reckoning’ Live Up to the Hype?

For the most part, absolutely. Mission: Impossible – The Final Reckoning gives audiences exactly what they expect from a Mission: Impossible movie: huge, real stunts, action all around the world, exciting scenes, and Tom Cruise once again putting himself right in the middle of the chaos. The story sometimes gets confusing trying to link so much history from the earlier films, and it might not be everyone’s favourite in the series, but once the movie gets going, it’s very hard not to get caught up in it.

What keeps The Final Reckoning working is how real everything feels from start to finish. The action feels important, the danger seems believable, and the film never hides behind endless computer effects or fast editing. Christopher McQuarrie and Cruise clearly know what has kept this series going for nearly 30 years, and the movie is full of moments made for longtime fans of Ethan Hunt and the IMF team. Even with all the explosions and huge scenes, the film still finds time for quieter moments that remind viewers what Ethan Hunt has given up over the years. If this really is the end for him, the series finishes by doing exactly what it does best: giving pure blockbuster excitement on the biggest scale possible.

IMDb: 7.1 | Tomatometer: 80% | Popcornmeter: 88% | Average: 79.6

★★★★☆

Ethan Hunt, played by Tom Cruise in ‘Mission Impossible: The Final Reckoning’ | Paramount Pictures
Ethan Hunt, played by Tom Cruise in ‘Mission Impossible: The Final Reckoning’ | Paramount Pictures
Ethan Hunt, played by Tom Cruise in ‘Mission Impossible: The Final Reckoning’ | Paramount Pictures
Ethan Hunt, played by Tom Cruise, Benji Dunn, played by Simon Pegg, & Grace, played by Hayley Atwell in ‘Mission Impossible: The Final Reckoning’ | Paramount Pictures
Paris, played by Pom Klementieff, Benji Dunn, played by Simon Pegg, & Grace, played by Hayley Atwell in ‘Mission Impossible: The Final Reckoning’ | Paramount Pictures
Ethan Hunt, played by Tom Cruise, & Benji Dunn, played by Simon Pegg in ‘Mission Impossible: The Final Reckoning’ | Paramount Pictures
Benji Dunn, played by Simon Pegg in ‘Mission Impossible: The Final Reckoning’ | Paramount Pictures
Paris, played by Pom Klementieff in ‘Mission Impossible: The Final Reckoning’ | Paramount Pictures
Ethan Hunt, played by Tom Cruise in ‘Mission Impossible: The Final Reckoning’ | Paramount Pictures
Ethan Hunt, played by Tom Cruise in ‘Mission Impossible: The Final Reckoning’ | Paramount Pictures
Ethan Hunt, played by Tom Cruise in ‘Mission Impossible: The Final Reckoning’ | Paramount Pictures
Ethan Hunt, played by Tom Cruise in ‘Mission Impossible: The Final Reckoning’ | Paramount Pictures

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