A historic partnership resumes as TAG Heuer returns to Formula 1 in 2025 as Official Timekeeper, reigniting a legacy of precision, innovation and speed
As Formula 1 gears up to celebrate its 75th anniversary in 2025, the iconic sport welcomes back an equally legendary partner: TAG Heuer. The Swiss watchmaker, synonymous with precision and innovation, will return as the Official Timekeeper for Formula 1, reigniting a relationship that has defined both brands for decades. With a storied history intertwined with Formula 1’s evolution, TAG Heuer’s comeback signals a thrilling new chapter in a partnership rooted in shared values of performance, speed, and precision.
TAG Heuer’s legacy in Formula 1 is unparalleled. It became the first luxury brand to sponsor a Formula 1 team in 1971 and the first to have its logo grace a Formula 1 car in 1969. Over the years, TAG Heuer has amassed an impressive record through its associations with teams and drivers: 239 wins, 613 podiums, 11 World Constructors’ Championships, and 15 World Drivers’ Championships. “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 honored and privileged to be the name connected to the very thing that defines the winner: time.”
TAG Heuer’s involvement with motorsport dates back to the early 20th century. Founded in 1860, the company revolutionized timekeeping with innovations like the Mikrograph, the first stopwatch accurate to 1/100th of a second, launched in 1916. By the 1950s, as Formula 1 emerged, TAG Heuer positioned itself as the go-to chronograph for those who lived life at full throttle. The brand’s deep ties to Formula 1 began to take shape in the 1960s, with drivers like Jochen Rindt and Jo Siffert embracing TAG Heuer watches both on and off the track. Jack Heuer, then CEO, famously struck a groundbreaking deal with Siffert in 1969, marking the first time a luxury brand sponsored a driver and featured its logo on a Formula 1 car. This visionary move redefined sports marketing and solidified TAG Heuer’s association with the sport.
In the years that followed, TAG Heuer forged enduring partnerships with teams like Ferrari and McLaren, cementing its status as an innovator in motorsport timing. From developing the Le Mans Centigraph for Ferrari’s Fiorano test track in the 1970s to becoming McLaren’s partner during its championship-winning years with Alain Prost and Ayrton Senna, TAG Heuer’s influence extended far beyond the pit lane. The TAG Heuer Formula 1 watch, launched in 1986, further encapsulated the brand’s commitment to the sport, becoming a cultural icon in its own right.
In recent years, TAG Heuer has continued to make its mark with Oracle Red Bull Racing, contributing to multiple World Drivers’ and Constructors’ Championships. Now, as Formula 1 expands its global reach under Liberty Media, TAG Heuer is poised to play an even more prominent role. Stefano Domenicali, President and CEO of Formula 1, remarked, “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.”
As Formula 1 celebrates its diamond anniversary, TAG Heuer’s return as Official Timekeeper promises to enrich the sport’s legacy with innovative activations and new product lines that capture the drama and excitement of racing. With trackside branding, fan experiences, and exclusive collections, TAG Heuer aims to deepen its connection to the sport’s ever-growing global audience. The 2025 season marks not just a milestone for Formula 1 but the beginning of a spectacular new era for TAG Heuer’s enduring partnership with the pinnacle of motorsport.
