Formula 1 has announced that luxury watch brand TAG Heuer will return to the sport as its Official Timekeeper in 2025, as the championship celebrates its 75th anniversary and the start of a 10-year partnership with LVMH.
Boasting a rich history in motorsport, TAG Heuer was the first luxury brand to have its logo appear on an F1 car back in 1969, and the first to sponsor a team in 1971.
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Meanwhile, with 230 wins, 595 podiums, 11 constructors’ championships and 14 drivers’ championships to its name through various deals with teams, it is one of the most successful brands to be associated with F1.
The brand’s links with current F1 teams began in 1971 when Ferrari needed a timing system for their new test track at Fiorano, Italy, for which they chose Heuer, as the company was known at the time.
Heuer then embarked on a partnership with McLaren in 1985, which would become one of the longest in F1 history, during which time the likes of Ayrton Senna, Mika Hakkinen and Lewis Hamilton raced for the team.
With that relationship coming to an end in 2015, after 30 years of collaboration, TAG Heuer has more recently partnered with Red Bull.
Stefano Domenicali, President and CEO of Formula 1, said: “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.
“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.”
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Antoine Pin, CEO of TAG Heuer, added: “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.
“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 the Official Timekeeper of F1, TAG Heuer will have a significant presence both on and off the track, through trackside branding, Fan Zone and Paddock Club activations and new product ranges.
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