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It has been more than 55 years since TAG Heuer first slapped its logo across the hood of Jo Siffert’s Lotus 49B, but finally, the true king of the track is back. The Swiss watchmaker has confirmed the sport’s worst-kept secret, announcing that it will assume official timekeeping duties for the upcoming 2025 Formula 1 season, more than 20 years after its shock decision to relinquish the responsibility.
The announcement comes just months after TAG Heuer’s parent company, LVMH, unveiled an “extraordinary” 10-year sponsorship deal with the F1. The agreement, which ended long-standing rival Rolex‘s decade-long reign over the sport, was set to involve several of LVMH’s key maisons, including Louis Vuitton, Moët Hennessy and TAG Heuer. Many were quick to suggest the current Red Bull Racing partner would take over timekeeping duties, but it wasn’t until 1 January that confirmation finally came.
TAG Heuer F1 Timekeeping
In a post on its website titled ‘WE ARE BACK’, TAG Heuer confirmed the appointment, noting a strong synergy between the two iconic brands. CEO Antoine Pin went so far as to describe the timekeeping announcement as the “beginning of a spectacular new era”.
“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,” Pin said. “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. As Formula 1 and their exceptional team continue to build on the amazing work that has been done to create one of the greatest properties in sport, we are excited to be part of the journey and create new stories to enrich TAG Heuer.”
For the watchmaker, the appointment couldn’t come at a better time. In the last 12 months alone, TAG Heuer has seen its Red Bull Racing driver Max Verstappen secure a fourth Driver’s Championship, sent the internet into meltdown with the KITH Formula 1 re-release, and helped helm a blockbuster Netflix special on legendary driver Ayrton Senna. With the F1 reporting a whopping 750 million fans worldwide, more than 90 million followers across social media and a rapidly growing fanbase, TAG Heuer once again finds itself in the box seat.
In its official timekeeping role, TAG Heuer will now boast a “significant presence” both on and off the track. The watchmaker confirmed trackside branding, Fan Zone, and Paddock Club activations will be observed throughout the season, which kicks off in Melbourne with the Australian Grand Prix on 16 March 2025.
TAG Heuer F1 Connection
With the 2025 season representing the 75th anniversary of the inaugural Driver’s Championship, TAG Heuer makes for a fitting partner. The watch brand’s unique connection to the sport is so deeply ingrained that the two are inherently joined at the hip. From collections named after iconic races to integrating branding across vehicles, TAG Heuer is to the F1 what Ralph Lauren is to the sport of Polo. And you can thank Jack Heuer for that.
In the 1970s, the then TAG Heuer CEO formed a partnership with F1 team Ferrari, the first agreement of its type, to develop a new timekeeping device. Designed to allow the team to time their new cars and drivers at the marque’s first purpose-built facility, the Le Mans Centigraph would kickstart a long and storied connection to the sport that has since birthed 239 wins, 613 podiums, 9,471 points, 11 World Constructors’ Championships and 15 World Drivers’ Championships.
Working with teams such as McLaren, Ferrari and now current podium-toppers Oracle Red Bull Racing, TAG Heuer’s connection to the F1 is unrivalled. With 2025 set to mark the 75th anniversary of the inaugural Driver’s Championship, it seems only fitting that TAG Heuer slip back into the driver’s seat. As Formula 1 president and CEO Stefano Domenicali explained, the appointment of the historic motorsport-focused watchmaker helps validate the sport’s maturation, with 2025 promising to be a historic year.
“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,” Domenicali said in a press release. “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.”
