Formula 1 announces the return of luxury watch brand TAG Heuer as official timekeeper in 2025.
Formula 1 announces a 10-year partnership with the TAG Heuer brand as official timekeeper. The announcement follows the historic ten-year partnership between Formula 1 and LVMH which begins this season, to mark the 75th anniversary of the championship.
Stefano Domenicali: “I am delighted to welcome TAG Heuer as the Official Timekeeper of Formula 1, which begins the next stage of its long history in our sport. With its focus on innovation, precision and excellence, TAG Heuer is 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: “In a sport defined by mental resilience, 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 Formula 1 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. »
Historical relationship between TAG Heuer and Formula 1
The LVMH Group is one of the most successful brands associated with Formula 1, with 230 victories, 595 podiums, 11 constructors' championships and 14 drivers' championships through various agreements with teams.
-TAG Heuer was the first luxury brand to display its logo on a single-seater in 1969. It was also the first to sponsor a team in 1971, Ferrari, when the team needed a timing system for its new track test in Fiorano.
The watch brand then entered into a partnership with McLaren in 1985, a partnership which would become one of the longest in the history of Formula 1. This collaboration ended in 2015, after 30 years. Thirty years during which drivers such as Ayrton Senna, Mika Hakkinen and Lewis Hamilton raced for the team.
