Formula 1, the world’s most prestigious motorsport series, has announced the much-anticipated return of TAG Heuer as its official timekeeper.
This renewed partnership reignites a historic collaboration that began in 1969, solidifying TAG Heuer’s unwavering commitment to the pinnacle of motor racing.
As the official timekeeper, TAG Heuer will be responsible for providing cutting-edge timing and measurement solutions for all on-track activities. This includes the iconic “TAG Heuer” timing boards, a staple of F1 broadcasts since the brand’s initial partnership.
Commenting on the partnership, Stefano Domenicali, President and CEO, 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.”
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.”
TAG Heuer’s return is expected to elevate the fan experience through interactive activations, exclusive content, and engaging social media initiatives. The partnership will also feature prominent TAG Heuer branding across all race weekends, including trackside signage and pit lane installations.
TAG Heuer, a renowned Swiss luxury watchmaker, boasts a rich heritage built on a foundation of innovation and precision. Since its founding in 1860 by Edouard Heuer, the brand has been at the forefront of watchmaking technology, pioneering groundbreaking chronographs and precision timing instruments. TAG Heuer’s iconic designs and its association with the worlds of sports and motorsports have solidified its status as a favourite among watch enthusiasts and celebrities worldwide.
TAG Heuer holds a distinguished place in F1 history. It was the first luxury brand to have its logo displayed on an F1 car in 1969, and the first to sponsor a team in 1971. Through its various team affiliations, TAG Heuer has been associated with an impressive 230 wins, 595 podium finishes, 8,882 points, 11 World Constructors’ Championships, and 14 World Drivers’ Championships. This makes TAG Heuer one of the most successful brands ever associated with F1.
This renewed partnership between the luxury watchmaker and F1 signifies a thrilling new chapter for both parties. As they continue to push the boundaries of performance and innovation, their collaboration promises to write exciting new stories in the world of motorsports.
The 2025 Formula 1 season kicks off with pre-season testing in Sakhir on February 26, followed by the highly anticipated first Grand Prix in Australia on March 16.