The Swiss watchmaker is starting the 2025 season with a bang and resuming its title as official timekeeper of F1, twenty years later.
(Re)tour of the track for TAG Heuer
More than 230 Grand Prix victories to its name as a partner of the competition and a comeback now effective, that of timekeeper of Formula 1. With this appointment, the House Tag Heuer succeeds Rolex and reconnects with her past, having held this position from 1992 to 2003.
“From the golden age of motor racing to today's cutting-edge circuits, TAG Heuer is an integral part of motorsport, embodying precision and an unwavering commitment to excellence (…) When we are back on the slopes, we are not only back, we are at home”indicates the brand which, in 1971, was the first watchmaker to sponsor a Formula 1 team, Scuderia Ferrari.
A ten-year partnership between LVMH and F1
This announcement is part of the international partnership established by the luxury giant LVMHowner of TAG Heuer, and Formula 1, owned by Liberty Media.
Formalized in October 2024, this agreement aims to consolidate the visibility of the group and several of its Houses within a particularly buoyant universe. “In recent years, Formula 1 has become one of the most attractive sports in the world”confirms Frédéric Arnault, Chairman and CEO of the LVMH Watches Division. “It is an incredibly dynamic discipline which integrates values that are dear to us, such as innovation, team spirit and performance. For many years, several of our Houses have been involved in Formula 1, whether to create unique experiences or to accompany celebratory highlights. Drawing on their expertise and that of our Group, we wish to strengthen this experiential dimension that Formula 1 offers throughout the world. is only in its beginnings and the next seasons promise to be extraordinary.
Established over a period of ten years, this partnership should give rise to event operations, the launch of limited editions and even exclusive content.
In addition to TAG Heuer, the agreement between LVMH and Liberty Media will also involve Louis Vuitton and Moët Hennessy.
