January 6, 2025: As Formula 1 marks its 75th Anniversary, TAG Heuer will rejoin the sport as its Official Timekeeper. With a storied history in Formula 1 spanning more than seventy years, 2025 signifies the renewal of a unique partnership that represents luxury, precision, innovation, performance, and speed. TAG Heuer was the first luxury brand to display its logo on a Formula 1 car in 1969, the first to sponsor a team in 1971, and, with 239 wins, 613 podiums, 9,471 points, 11 World Constructors’ Championships, and 15 World Drivers’ Championships to its credit through its team associations, it stands as one of the most successful brands historically linked to Formula 1. The partnership between TAG Heuer and Formula 1 reflects a shared philosophy between these two iconic brands that extends beyond racing, emphasizing a commitment to precision engineering, cutting-edge technology, avant-garde materials, accuracy, and an unwavering dedication to surpassing one's personal best.
In recent years, under the ownership of Liberty Media, Formula 1 has emerged as one of the world's most culturally significant and successful sporting championships. It boasts 750 million fans globally, over 90 million social media followers, and a fanbase that is becoming younger and more diverse, with 42% of fans now women and 1 in 3 under the age of 35. The 2024 season attracted 1.5 billion viewers who witnessed an epic season, with thrilling wheel-to-wheel racing culminating in a nail-biting battle between McLaren and Ferrari for the Constructors’ Championship in Abu Dhabi. With its esteemed history in motor racing and timekeeping, along with the sport’s rising popularity, TAG Heuer is thrilled to return as the Official Timekeeper for Formula 1.
“In a sport defined by mental resilience, physical strength, strategy, innovation, and performance it is only natural for TAG Heuer to be at the very heart of Formula 1 as Official Timekeeper” said Antoine Pin,CEO of TAG Heuer. “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. 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.”
Established in 1860, TAG Heuer quickly built a reputation as a maker of timekeeping devices and introduced the first dashboard-mounted chronograph in 1911. In 1916, the company launched the Mikrograph, the first stopwatch accurate to 1/100th of a second, setting the standard for high-precision timekeeping in sports. During the 1950s, in the early days of Formula 1, Heuer, as it was known then, chose to focus solely on chronograph wristwatches, establishing itself as the brand for those to whom timing was crucial.
The Modern Era
TAG Heuer played a role in McLaren's World Drivers’ Championship wins in 1997 and 1998 with Miki Häkkinen before the new millennium. The 2000s marked an extraordinary period in Formula 1, featuring the shift from V10 to V8 engines, intense rivalries among renowned drivers, and the emergence of future stars. Among these new talents racing for McLaren was Lewis Hamilton, who would achieve an impressive F1 record and win his first World Drivers Championship in 2008, wearing a TAG Heuer watch. In 2015, after a successful 30-year partnership, TAG Heuer and McLaren decided to part ways. In 2016, TAG Heuer teamed up with Red Bull, a team that quickly made a significant impact on Formula 1. The collaboration between TAG Heuer and Oracle Red Bull Racing led to four World Drivers’ Championships, thanks to the remarkable talent of Max Verstappen, along with two consecutive World Constructors’ Championships. TAG Heuer’s partnership with Oracle Red Bull continues, alongside its role as the Official Timekeeper for Formula 1.
About TAG
Heuer TAG Heuer, founded in 1860 by Edouard Heuer in the Jura Mountains of Switzerland, is a luxury watch brand that is part of LVMH Moët Hennessy Louis Vuitton SE (“LVMH”), the world’s leading luxury group. Based in La Chauxde-Fonds, Switzerland, and with four production sites, TAG Heuer has 1,900 employees and is active in 139 countries. TAG Heuer products are available online at www.tagheuer.com for select countries and in 260 boutiques and 2,300 points of sale worldwide. The company is headed up by Antoine Pin, CEO of TAG Heuer. For 165 years, TAG Heuer has demonstrated pure avant-garde watchmaking spirit and a commitment to innovation with revolutionary technologies that have included the oscillating pinion for mechanical stopwatches in 1887, the Mikrograph in 1916, the first automatic-winding chronograph movement – Calibre 11 – in 1969, and the first luxury smartwatch in 2015. Today, the brand’s core collection consists of three iconic families designed by Jack Heuer – TAG Heuer Carrera, Monaco, and Autavia – and is rounded out with the contemporary TAG Heuer Link, Aquaracer, Formula 1, and Connected lines.
The year 2025 will usher in a remarkable new chapter in the long-standing relationship between TAG Heuer and Formula 1. As the Official Timekeeper for Formula 1, TAG Heuer will have a prominent role both on the track and beyond, featuring trackside branding, Fan Zone and Paddock Club activities, and new product lines that capture the thrill and excitement of Formula 1. TAG Heuer will persist in enhancing the illustrious history of Formula 1.