TAG Heuer makes a notable comeback as the official timekeeper of Formula 1 for the 2025 season, taking over from Rolex, which had held the role for over 20 years.
Two decades after its last tenure in this iconic role, the Swiss brand returns to the circuits with a massive partnership led by the luxury giant LVMH. As Formula 1 celebrates its 75th anniversary, this collaboration promises to blend tradition and modernity, while enhancing TAG Heuer’s brand image as a benchmark in the world of precision watchmaking.
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TAG Heuer and Formula 1: A longstanding connection
The connection between TAG Heuer and F1 dates back to the 1960s when the Swiss brand became a key player in motorsport, collaborating with legendary drivers like Jochen Rindt and iconic teams such as Ferrari, to name just one. This partnership marked a first in the history of luxury watches and motorsport, with the Heuer logo displayed on the Italian Scuderia’s cars as early as 1971. From 1992 to 2003, TAG Heuer served as the official timekeeper before handing over to Rolex. In 2025, this new collaboration, formalized under a global agreement signed by LVMH, marks the beginning of a new era. With over 230 Grand Prix victories and 15 World Drivers’ Championship titles to its credit, TAG Heuer is eager to continue its tradition of excellence while aligning with the innovation that characterizes today’s Formula 1.
They say you can’t turn back time. But we just did.
From the golden age of racing to the cutting-edge circuits of today, TAG Heuer has played an integral part in the world of motorsport, embodying precision and an unwavering commitment to excellence. The first watch brand to… pic.twitter.com/xVWJJKt09o
— TAG Heuer (@TAGHeuer) January 6, 2025
A one billion dollar partnership with LVMH
This resurgence is part of a ten-year agreement signed between LVMH, the parent company of TAG Heuer, and Liberty Media, the owner of Formula 1. Valued at nearly one billion dollars, this massive deal also includes iconic brands such as Louis Vuitton and Moët Hennessy, which will help to strengthen the presence of luxury in the realm of auto racing. For TAG Heuer, this partnership goes beyond mere timekeeping. The brand aims to have a pervasive presence on the circuits and in the paddocks, with special activations for fans, increased visibility through branding in strategic areas, and the launch of F1-inspired products. Simultaneously, TAG Heuer maintains its partnership with the Red Bull Racing team, further solidifying its position in this high-performance environment.
A promising future for TAG Heuer and F1
With this return, TAG Heuer is not just glorifying its past. The brand is also preparing the future, with collaborations and innovations sure to appeal to motorsport fans and watch enthusiasts alike. Antoine Pin, CEO of TAG Heuer, notes that this partnership underscores the brand’s commitment to performance, strategy, and excellence — values so dear to our favorite sport. Meanwhile, Formula 1 continues to enhance its global appeal. The collaboration with LVMH is part of a strategy to broaden its audience while elevating its image of luxury and performance. With events such as the Las Vegas Grand Prix, sponsored by Moët Hennessy, or limited-edition accessories by Louis Vuitton, the union between motorsport and luxury promises unparalleled experiences for fans worldwide.
This article explores TAG Heuer’s return as the official timekeeper of F1, the strategic importance of the partnership between LVMH and Liberty Media, and the promises of a future that combines innovation, luxury, and motorsport.
Source: Formula 1 / images: © TAG Heuer
