Formula 1 has officially confirmed the return of TAG Heuer as its Official Timekeeper starting in the 2025 season.
This announcement marks a pivotal moment for the sport as it celebrates its 75th anniversary and ushers in a new era under a landmark 10-year partnership with luxury conglomerate Louis Vuitton Moët Hennesy, reportedly worth a staggering $1 billion!
Replacing Rolex, TAG Heuer’s comeback signifies a renewed commitment to precision, innovation, and performance – values deeply ingrained in both F1 and the Swiss luxury watchmaker’s DNA.
TAG Heuer’s history in Formula 1 is nothing short of legendary.
The Heuer brand – founded in 1860 and introduced to F1 by motorsport enthusiast Jack Heuer – enjoyed its initial foray into the sport with Ferrari in the early 1970s, providing timing systems for the Scuderia’s Fiorano test track in Italy.
The company was acquired by Techniques d’Avant Garde in 1985, and over the decades, its name has been synonymous with success.
The brand launched a historic 30-year collaboration with McLaren which included icons like Ayrton Senna, Mika Hakkinen, and Lewis Hamilton.
In F1, across its partnerships, the brand has contributed to an incredible tally of 230 wins, 595 podiums, 11 constructors’ championships, and 14 drivers’ championships.
More recently, TAG Heuer has partnered with Red Bull Racing, strengthening its ties to the sport.
Stefano Domenicali, President and CEO of Formula 1, expressed his excitement about the partnership, emphasizing the synergy between TAG Heuer’s values and Formula 1’s goals.
“I am delighted to welcome TAG Heuer as the Official Timekeeper of Formula 1 as they start the next stage of their long history in our sport,” Domenicali said.
“With their focus on innovation, accuracy and excellence, they are a natural partner, and I am excited to see how our intertwining heritage can tell new stories for the future as we celebrate our 75th year.”
Antoine Pin, CEO of TAG Heuer, described the natural alignment between the brand and Formula 1, reflecting on the essence of the sport and its focus on precision and performance.
“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,” Pin stated.
“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.”
As F1’s Official Timekeeper, TAG Heuer will have a visible presence at races, including trackside branding, Fan Zone activations, and Paddock Club initiatives.
Additionally, the brand will launch new product ranges inspired by its association with the sport.
Overall, the partnership promises to deepen the connection between the world of luxury timepieces and the pinnacle of motorsport, celebrating both the legacy and the future of two iconic brands.
With this historic collaboration, TAG Heuer and Formula 1 aim to write a new chapter of innovation, excellence, and precision, building on decades of shared success as the sport moves into its next thrilling era.
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