TAG Heuer marks its big return to Formula 1, (re)officially becoming the discipline’s timekeeper from 2025.
TAG Heuer Formula 1: New Beginning
With a deep heritage in motorsports, TAG Heuer reinforces its iconic status here by taking over from Rolex. This announcement symbolizes an important milestone in TAG Heuer’s rich history with Formula 1, which began in 1969, when its logo was first placed on a racing car. Since then, the house has built an inseparable bond with drivers and teams, celebrating decades of precision, innovation and unrivaled performance.
Stefano Domenicali, CEO of F1, emphasizes that this partnership is based on common values: “Innovation, precision and excellence are at the heart of what TAG Heuer represents, making this collaboration a no-brainer.” These values are found in iconic watches like the Monaco, the Carrera and the Autavia, which combine bold designs and revolutionary technologies.
Antoine Pin, CEO of TAG Heuer, adds: “Being associated with what defines the winner, time, is an honor. We are excited to create new stories with Formula 1, a platform that reaches a young and diverse audience across the world.”
-TAG Heuer ultimately embodies the competitive spirit with its famous slogan “Don’t Crack Under Pressure”, which resonates with the mental and physical intensity required by Formula 1. By becoming the keeper of F1 racing time, the house thus underlines its central role in the world of elite sport.
This return marks a new era for TAG Heuer and F1, where luxury and performance intertwine to captivate a global audience. This collaboration promises exciting stories for a decade of excellence to come!
