TAG Heuer becomes official partner and first official timekeeper of F1 ACADEMY

F1 ACADEMY has announced a partnership with TAG Heuer that will see the watchmaker become an Official Partner and the first ever Official Timekeeper of the all-female series.

With a rich and storied history in motorsport, TAG Heuer became the first luxury brand to have its logo featured on a Formula 1 car in 1969, and the first to sponsor a team in 1971.

Now, the iconic watchmaker brings its focus on innovation and performance to F1 ACADEMY, with a partnership that reflects a joint commitment to empowering female talent and a desire to accelerate change in the sport.

Another look at the ‘TAG Heuer operated by Hitech’ car

Under the partnership, TAG Heuer has designed one of the newly designated F1 ACADEMY partner liveries for the 2025 season, following the series’ expansion to 18 cars for the 2025 season.

Taking to the wheel of the ‘TAG Heuer operated by Hitech’ car will be 17-year-old Australian Aiva Anagnostiadis, who joins the F1 ACADEMY grid for her rookie season in 2025.

Anagnostiadis began karting at six years old and her career highlights to date include success in the F4 Indian Championship and claimed multiple podium finishes in Australian karting championships.

The TAG Heuer car and race suit, also unveiled today, feature the watchmaker’s striking red, white and black brand colours and Anagnostiadis’ engine cover is adorned with the phrase ‘It’s not a man’s world anymore’ underscoring the brand’s commitment to championing and empowering female talent.

“We are proud to welcome TAG Heuer as Official Partner and the first Official Timekeeper for F1 ACADEMY from 2025,” said Susie Wolff, Managing Director of F1 ACADEMY.

“This partnership reflects a joint commitment to empower female talent and a desire to accelerate change in our sport – it’s most certainly not just a man’s world anymore.”

Antoine Pin, CEO of TAG Heuer, added: “The values of F1 ACADEMY perfectly reinforce the commitments and ideals of TAG Heuer where innovation and performance are on par with our egalitarian spirit and our openness to all.

“We are honoured to continue our indelible connection to motor racing by becoming Official Partner and Official Timekeeper of F1 ACADEMY.”