- TAG Heuer is confirmed as Formula 1’s Official Timekeeper.
- LVMH and Formula 1 signed a historic 10-year deal in 2024, replacing Rolex.
- Formula 1 fans will no doubt see TAG as an important brand for their watch collections.
Swiss luxury watchmaker TAG Heuer has returned to the grid following a 20-year hiatus, the group has announced today. We thought as much, considering Formula 1 and LVMH group announced a historic 10-year partnership towards the end of last year that would see the French luxury conglomerate’s brands adorn the F1 track from the new season.
But now it’s official, and a welcome return for one of the sport’s great partners – a celebrated relationship that has spanned seven decades since TAG first entered the sport in the late ’60s – and a fitting tribute to the pinnacle of motorsport on Formula 1’s 75th anniversary, replacing Rolex as the sport’s Official Timekeeper for 2025.
“With decades of history in F1 connecting us to the most successful drivers and teams of all time, we are honoured and privileged to be the name connected to the very thing that defines the winner: time.
Antoine Pin, TAG Heuer CEO
Formula 1 has witnessed exponential growth since Liberty Media took over in 2017, transforming it into a global powerhouse that extends far beyond the 20 drivers on the grid and the teams they represent.
Of course, F1 has always been one of the world’s most recognisable brands, but Liberty Media entered at a time when global viewership was plateauing, and a sense of disconnect was forming between the sport’s loyal fans and the drivers of the day.
Expert social media strategy and the timely release of Netflix docuseries (that certainly needs no introduction) have seen Formula 1 go from strength to strength, evolving into a lucrative model that luxury brands are desperate to align with. LVMH’s record-breaking deal with Formula 1 is a testament to that, eclipsing the reported $50 million (~$75 million AUD) annual deal that saw Rolex adorn some of the world’s most iconic circuits.
“As Formula 1 and their exceptional team continue to build on the amazing work that has been done to create one of the greatest properties in sport, we are excited to be part of the journey and create new stories to enrich TAG Heuer.”
Antoine Pin, TAG Heuer CEO
How Long Has TAG Heuer Been Involved in Formula 1?
But as TAG has become a name synonymous with the inherent thrill of the Formula 1 racetrack, partnering with F1 since the early days of its inception in 1950 through to the modern day, its journey to the pinnacle of motorsport has been a long and storied drive.
Throughout the years, TAG Heuer has released several iconic collections celebrating its close connection to motorsport. From the Carrera collection, first launched in connection to the Carrera Panamericana road race, to the brand’s revered Monaco collection, TAG Heuer’s enduring position in the paddocks of the world’s fastest racing teams has established this Swiss brand as a mainstay in motorsport.
TAG Heuer first became an official Formula 1 sponsor in 1985 after the Heuer brand was acquired by Techniques d’Avant Garde Group (TAG) which owned McLaren during the British racing team’s most successful era in the sport.
Before Oscar Piastri and Lando Norris were dominating the grid and taking the Championship to dethrone Red Bull’s impressive dominant run of the modern era, McLaren boasted undisputed legends of F1, Alain Prost, Niki Lauda and Ayrton Senna, who became one of TAG Heuer’s most famous ambassadors throughout his drive with McLaren in the ’80s.
Each race, TAG Heuer’s logo was emblazoned on McLaren cars as the Papaya team established itself as one of the icons of the sport, but this partnership represented far more than a simple sponsorship each Grand Prix, the brand continued its legacy of advanced timekeeping technology, including the development of highly accurate timing systems.
The partnership lasted for three decades, making it one of the longest and most successful collaborations in F1 history.
Why Do Formula 1 Fans Choose TAG Heuer?
TAG Heuer’s deep ties to motorsport, embodied in its iconic watch collections, make it a natural choice for Formula 1 fans looking to own a unique piece of the Formula 1 grid.
TAG Heuer Carrera
The Carrera, for example, named after the Carrera Panamericana, is arguably TAG Heuer’s most iconic collection and was designed specifically with racing drivers in mind. The first collection was released by Jack Heuer in 1963 to embody the spirit and precision of one of the most gruelling races on the planet and has since evolved into a contemporary classic and a mainstay in the Swiss brand’s catalogue.
During his time at McLaren, Formula 1 legend Ayrton Senna was closely associated with the Carrera and would frequently rock his personal timepiece whenever he took to the track on race day. It features clean, legible dials and robust chronograph movements that make the Carrera Chronograph one of Formula 1 fans’ most sought-after pieces.
Recent collaborations with Porsche have allowed TAG Heuer to delve deeper into the potential of the Carrera collection, culminating in a special edition timepiece that celebrates the German automotive brand’s 963 rocketship, unveiled in 2022 for the 24 Hours of Le Mans.
When fans reach for a TAG Heuer Carrera from their burgeoning collection, they’re connecting to the enduring legacy of Ayrton Senna, the thrill of McLaren’s dominance, and the daring innovation of Formula 1’s golden era.
TAG Heuer Monaco
Similarly, TAG Heuer’s Monaco collection, introduced in 1969, has long been a staple of the motorsport world. It instantly grabbed the attention with its square case and bold aesthetics and became a pop culture icon when American actor Steve McQueen wore it in the 1971 film Le Mans.
Last season, we saw the first (unofficial) collection from TAG Heuer and Formula 1 since the announcement of the new 2025 partnership with a revised release to celebrate the Las Vegas Grand Prix. It speaks to the direction that Formula 1 is traversing towards. One that encourages collaboration and innovation with its most-celebrated partners – and one that puts TAG Heuer at the forefront of a new horological age in motorsport.
With TAG Heuer returning as Formula 1’s Official Timekeeper in 2025, the brand is poised to launch exclusive collections that celebrate its renewed partnership. Of course, with the aforementioned Monaco collection taking the headlines during the Las Vegas Grand Prix, it remains to be seen which collections might next receive a timely update.
TAG Heuer Formula 1
My guess is the brand’s Formula 1 collection. It’s been a mainstay of the grid since TAG Heuer joined forces with Red Bull Racing in 2016 – a precursor to the start of the Austrian outfit’s modern era of dominance in F1 – and has graced the wrists of Red Bull’s Championship-winning drivers in the years that followed.
Throughout the partnership, TAG Heuer has released limited edition collections to celebrate the team’s on-track success, commemorating 20 years of Red Bull, including back-to-back titles in 2022 and 2023. It’s understood that LVMH’s renewed partnership with Formula 1 will not affect TAG Heuer’s partnership with Red Bull.
