TAG Heuer Returns as Formula 1’s Official Timekeeper for 75th Anniversary Season

TAG Heuer is set to return as the Official Timekeeper for Formula 1 in 2025, coinciding with the sport’s 75th anniversary. This partnership rekindles a historic relationship between the luxury watchmaker and the world’s premier motorsport series, uniting their shared commitment to precision, innovation, and performance.

A Legacy of Precision in Formula 1

TAG Heuer’s relationship with Formula 1 spans over seven decades. In 1969, TAG Heuer became the first luxury brand to feature its logo on a Formula 1 car, marking the start of its trailblazing presence in the sport. By 1971, it became the first watchmaker to sponsor a Formula 1 team. Over the years, TAG Heuer has been associated with 239 wins, 613 podiums, 11 World Constructors’ Championships, and 15 World Drivers’ Championships.

TAG Heuer’s innovations in timekeeping technology have made it an integral part of motorsport. From the introduction of the Mikrograph in 1916, accurate to 1/100th of a second, to the development of dashboard-mounted chronographs, the brand set the standard for precision in competitive racing.

Iconic Partnerships Through the Decades

TAG Heuer’s legacy in Formula 1 includes collaborations with legendary teams and drivers. In the 1970s, TAG Heuer developed the Le Mans Centigraph for Ferrari’s Fiorano test track, helping the team secure multiple championships. A long-standing partnership with McLaren followed, highlighted by Ayrton Senna’s three World Drivers’ Championships in the late 1980s and early 1990s. More recently, TAG Heuer’s alliance with Red Bull Racing has contributed to four World Drivers’ Championships under Max Verstappen.

2025 and Beyond

As Formula 1 continues to grow, TAG Heuer’s return as Official Timekeeper reflects the sport’s expanding global appeal. With 750 million fans worldwide, Formula 1 has embraced a younger, more diverse audience—42% of fans are now women, and 1 in 3 is under 35. TAG Heuer will enhance the fan experience through advanced timekeeping technology, trackside branding, and exclusive Paddock Club activations.

Antoine Pin, CEO of TAG Heuer, remarked:
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.

Stefano Domenicali, President and CEO of Formula 1, added:
To have a company that has been synonymous with Formula 1 for decades, a name that is associated with the legends of past and present, and that has so many stories to tell around our sport and embraces our values in such a complete way, is a great privilege. With their focus on innovation, accuracy, and excellence, TAG Heuer is a natural partner as Official Timekeeper of Formula 1.

Looking Ahead

TAG Heuer’s return as Official Timekeeper in 2025 marks the start of a new chapter in its storied partnership with Formula 1. As the sport celebrates its 75th anniversary, this collaboration promises to uphold the legacy of precision and performance while delivering innovative experiences to fans worldwide.

For more information, visit TAG Heuer’s official website.

Charles d'Ancona Avatar