Swiss watchmaker TAG Heuer marks historic return by becoming Formula 1's official timekeeper for the season 2025.
After twenty years of absence, the house succeeds Rolex and regains a key role that it had already occupied between 1992 et 2003. With more than 230 Grand Prix victories as a partner, TAG Heuer strengthens its links with the prestigious world of motorsport.
A story of passion and precision
TAG Heuer and Formula 1 share a long history. Of the 1971the house was the first watchmaker to sponsor a team, the legendary Scuderia Ferrari. Today, this return is accompanied by an ambitious vision, as the brand highlighted: “When we return to the slopes, we are not only back, we are home. » This partnership is a celebration of precisionof the performanceand the commitment of a brand deeply linked to the circuits.
A strategic partnership signed by LVMH
This return is part of a partnership of ten years between LVMH, parent company of TAG Heuer, and Liberty Media, owner of Formula 1. According to Frédéric ArnaultCEO of the LVMH watch division, “Formula 1 has become one of the most attractive sports in the world. It embodies values such as innovation, team spirit and performance. »
LVMH plans to develop exclusive collaborations thanks to this agreement, in particular through prestigious eventsof the limited collections and dedicated content. In addition to TAG Heuer, flagship brands like Louis Vuitton et Moët Hennessy will strengthen their presence in this global and dynamic universe.
A promising outlook for F1
This partnership begins a new era for TAG Heuer and Formula 1, combining luxe et performance. With unprecedented collaborations and immersive fan experiences, F1 promises spectacular seasons to come, reinforcing its place among the most followed sports in the world.
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