TAG Heuer has reclaimed its role as the official timekeeper for Formula 1 after more than 20 years, marking a historic comeback for the Swiss watchmaker. This announcement follows a 10-year sponsorship deal between TAG Heuer’s parent company, LVMH, and Formula 1, which ends Rolex’s decade-long tenure.

In a post titled “WE ARE BACK”, TAG Heuer CEO Antoine Pin described the move as a return to the brand’s roots. “With decades of history connecting us to Formula 1, we are honored to be at the heart of the sport, defining what it means to win: time,” Pin said.

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TAG Heuer returns as official F1 timekeeper for 2025.

The partnership couldn’t be better timed. TAG Heuer recently celebrated Max Verstappen’s fourth Driver’s Championship, collaborated on a viral KITH Formula 1 collection, and co-produced a Netflix special on Ayrton Senna. Formula 1’s global fanbase has surged to over 750 million, positioning TAG Heuer in a prime spot to capitalize on its renewed presence.

As official timekeeper, TAG Heuer will feature prominently on and off the track, including trackside branding and Fan Zone activations. The season begins on 16 March 2025 with the Australian Grand Prix in Melbourne and coincides with Formula 1’s 75th anniversary.

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Jack Heuer (L), Niki Lauda (Centre) and Clay Regazzoni (R) visiting the Heuer workshops in Biel in the 1970s.

TAG Heuer’s legacy with Formula 1 dates back to the 1970s, when then-CEO Jack Heuer partnered with Ferrari to develop advanced timing devices. This collaboration laid the groundwork for 239 race wins, 613 podiums, and 15 World Drivers’ Championships, solidifying the brand’s ties to motorsport.

Formula 1 CEO Stefano Domenicali praised TAG Heuer’s return, calling the partnership a natural fit. “With their focus on innovation and accuracy, they validate our shared heritage while helping us celebrate 75 years of this extraordinary sport,” Domenicali said.