After several years of a partnership with Rolex that began in 2013, Formula 1 is officially changing its official timekeeper. TAG Heuer, which was the first luxury brand to see its logo appear on a Formula 1 car in 1969, will take its place from 2025, in a context where a ten-year partnership signed between F1 and the great French group LVMH.
In recent years, under the ownership of Liberty Media, Formula 1 has become one of the most culturally significant sporting championships in the world, with 750 million fans worldwide, more than 90 million followers on social media and an increasingly young and diverse fan base, since 42% of them are now women and a third are young people under 35.
“I am delighted to welcome TAG Heuer as the Official Timekeeper of Formula 1, beginning the next stage of its long history in our sportexplained by Stefano Domenicali. With a focus on innovation, precision and excellence, TAG Heuer is a natural partner, and I look forward to seeing how our shared heritage can tell new stories for the future, as we celebrate our 75th year of existence ».
“In a sport defined by mental toughness, physical strength, strategy, innovation and performance, it is only natural that TAG Heuer is at the very heart of Formula 1 as Official Timekeeperexplained Antoine Pin, CEO of TAG Heuer. With decades of F1 history linking us to the most successful drivers and teams of all time, we are honored and privileged to be the name linked to what defines a winner: time. As Formula 1 and its exceptional team continue to build on the incredible work done to create one of the greatest properties in sport, we are excited to be part of the journey and create new stories that will enrich TAG Heuer “.
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