Written by Oscar McWilliams, Edited by Madison Cooper
Celebrating its 75th anniversary, F1's relationship with TAG Heuer represents a turning point for Formula One, mixing modernism with legacy through a historic 10-year partnership with luxury giant Louis Vuitton Moët Hennessy (LVMH).
Said to be worth a staggering $1 billion, this contract confirms TAG Heuer's role as the official timekeeper for the sport, following Rolex in an effort to highlight the common desire for accuracy, creativity and perfection.
The return of TAG Heuer marks more than just a reunion of a heritage entwined with F1’s past for decades; it also marks more than simply a relationship.
This cooperation helps the sport enter the future while also honouring its legacy. The background of TAG Heuer in F1 is symbolic.
Edouard Heuer launched the brand in 1860, and it soon became known as a leader in timekeeping by developing technologies that reached ultimate precision.
Under Jack Heuer, a motorsport enthusiast who brought the brand to the height of racing in the early 1970s, its partnership with F1 started in real force.
Working with Ferrari, where TAG Heuer supplied innovative timing systems for Scuderia Ferrari's Fiorano test track in Italy, was one of the first benchmarks. This partnership helped the brand to become known as a reliable name in motorsports.
Techniques d'Avant Garde bought the brand in 1985, combining the engineering complexities of F1 with the accuracy of Swiss watchmaking.
One of the most honoured alliances in the history of the sport emerged from this age: a thirty-year cooperation with Mercedes-Benz.
Working with iconic drivers such as Lewis Hamilton, Mika Häkkinen and Ayrton Senna, they defined a period of domination both on the track and in branding with TAG Heuer having helped to compile an iconic record of successes across its several alliances: 230 race victories, 595 podium places, 11 Constructors' Championships and 14 Drivers' Championships.
More recently, the brand used its partnership with Red Bull Racing to enhance its F1 ties, therefore guaranteeing its presence remained strong at the forefront of the sports mind.
President and CEO of F1 Stefano Domenicali underlined how TAG Heuer's principles matched the core of the sport, stating:
"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 will be entering a period where, driven by a new wave of fans, rules, and sustainability projects, F1 is seeing unheard-of worldwide expansion. Along with highlighting legacy, TAG Heuer's comeback supports F1's role as a venue for innovative ideas and technologies.
For TAG Heuer, this partnership transcends branding and is about living F1. Emphasising their shared commitment to accuracy and performance, TAG Heuer CEO Antoine Pin detailed the logical fit between the brand and the sport, stating:
“In a sport defined by mental resilience, physical strength, strategy, innovation and performance it is only natural for TAG Heuer to be at the very heart of Formula 1 as Official Timekeeper.
"With decades of history in F1 connecting us to the most successful drivers and teams of all time, we are honoured and privileged to be the name connected to the very thing that defines the winner: time."
TAG Heuer's participation will be evident as the official timekeeper of F1, showing up most on trackside branding, in Fan Zone activations and via special Paddock Club projects.
Beyond its physical appearance, the company intends to release a line of luxury timepieces influenced by its connection with the sport, providing collectors and aficionados limited-edition items honouring F1's legacy and future.
This alliance is supposed to strengthen the link between the world of luxury watches and the top of motorsports whilst also opening the path for creative timekeeping ideas and special partnerships that will define the upcoming phase of the sport.
For F1, TAG Heuer's comeback as Official Timekeeper comes at a critical juncture.
The 75th anniversary season of the sport is meant to honour its rich past and its development, symbolising the companionship with TAG Heuer and its historic story.
From its early days of offering dashboard chronographs in motorsport to its innovative timekeeping solutions, TAG Heuer has always been associated with precision.
Its 1/100th of a second precise Mikrograph stopwatch established early halls of accuracy, whilst its contemporary products, such as the Connected Calibre wristwatch, keep stretching technological possibilities into modern desires and demands.
The fresh alliance between F1 and TAG Heuer represents a shared dedication to excellence rather than just commercial cooperation.
Together, they hope to challenge the limits of both sport and horology, producing tales of passion, accuracy and performance for decades to come.
The comeback of TAG Heuer guarantees every moment will be monitored with unmatched accuracy as fans get ready for the 2025 season. This cooperation is about creating history, not only about timing.
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