Formula 1 has announced the return of luxury watch brand TAG Heuer as official timekeeper of the World Championship from the 2025 season. This partnership is part of a historic ten-year agreement between F1 and the LVMH group , aiming to integrate several luxury brands into the world of sport. The entire deal, concluded with Liberty Media, owner of F1, is reportedly valued at $1 billion.
TAG Heuer thus takes over a role it occupied between 1992 and 2003, succeeding Rolex, official partner since 2013. TAG Heuer first appeared as a sponsor of F1 56 years ago.
The return of the Swiss brand will coincide with the 75th anniversary of F1, which will mark this symbolic milestone with an unprecedented launch of the 2025 season at the O2 Arena in London, scheduled for February 18. This prestigious partnership underlines Formula 1's ambition to combine tradition and modernity by joining forces with emblematic brands from the world of luxury.
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“I am delighted to welcome TAG Heuer as the Official Timekeeper of Formula 1, as they begin the next stage of their long history in our sport”said Stefano Domenicali, CEO of F1. “A focus on innovation, precision and excellence makes TAG Heuer a natural partner, and I look forward to seeing how our intertwined heritage can tell new stories for the future, as we celebrate our 75th year of existence.”
Antoine Pin, CEO of TAG Heuer, declared:
“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 Timekeeper. 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.”
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