- TAG Heuer has been confirmed as the official timekeeper of Formula 1.
- LVMH and Formula 1 signed a historic 10-year deal in 2024, replacing Rolex.
- There is no doubt that Formula 1 fans will see TAG as an important brand for their watch collections.
Swiss luxury watchmaker TAG Heuer is returning to the network after a 20-year hiatus, the group announced today. We thought a lot, considering that the Formula 1 Group and LVMH Group announced a historic 10-year partnership at the end of last year that will see the French luxury group’s brands grace the Formula 1 track starting in the new season.
But now”officiala welcome return of one of the sport’s great partners – a celebrated relationship spanning seven decades since TAG first entered the sport in the late 1960s – and a fitting tribute to the pinnacle of motorsport on the 75th anniversary of Formula 1, replacing Rolex as the sport’s official timekeeper for 2025.
“With decades of history in Formula 1 linking us to the most successful drivers and teams of all time, we are honored and delighted to have the name associated with the thing that determines a winner: time.
Antoine Bean, TAG Heuer CEO
Formula 1 has experienced tremendous growth since then Liberty Media acquired the company in 2017Transforming it into a global force that extends beyond the 20 drivers on the grid and the teams they represent.
Of course, Formula 1 has always been one of the most recognizable brands in the world, but Liberty Media entered at a time when global viewership was plateauing, and there was a sense of disconnect between the sport’s loyal fans and the drivers at the time.
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A dedicated social media strategy and the timely release of a Netflix docuseries (which certainly needs no introduction) has seen Formula 1 go from strength to strength, evolving into a profitable model that luxury brands are desperate to fit into. LVMH’s record deal with Formula 1 is testament to this, surpassing the reported $50 million (about AU$75 million) annual deal that has seen Rolex grace some of the world’s most famous circuits.
“As Formula 1 and its exceptional team continue to build on the incredible work done to create one of the greatest properties in the sport, we are excited to be part of the journey and create new stories to enrich TAG Heuer.”
Antoine Bean, TAG Heuer CEO
How long has TAG Heuer been involved in Formula 1?
But as TAG has become a name synonymous with the excitement inherent on the Formula 1 racetrack, partnering with F1 from its early days in 1950 to the present day, its journey to the pinnacle of motorsport has been a long and distinguished one.
Over the years, TAG Heuer has released several distinctive collections to celebrate its close relationship with motorsport. From the Carrera collection, first launched in connection with the Carrera Panamericana road race, to the brand’s revered Monaco collection, TAG Heuer’s enduring position in the pastures of the world’s fastest racing teams has made this Swiss brand a mainstay in motorsport.
TAG Heuer first became the official sponsor of Formula 1 in 1985 after the Heuer brand was acquired by Techniques d’Avant Garde Group (TAG), which had owned McLaren during the British racing team’s most successful period in the sport.
Before Oscar Piastri and Lando Norris dominated the grid and captured the championship to topple Red Bull’s impressively dominant racing run of the modern era, McLaren boasted undisputed Formula 1 legends Alain Prost, Niki Lauda and Ayrton Senna, who became one of Tag Heuer’s most famous stars. Ambassadors throughout his career with McLaren in the 1980s.
At each race, the TAG Heuer logo was emblazoned on McLaren cars as the Papaya team established itself as one of the icons of the sport, but this partnership represented much more than simple sponsorship at each Grand Prix, as the brand continued its legacy of advanced timekeeping technology, including… This includes the development of highly accurate timing systems.
The partnership has lasted for three decades, making it one of the longest and most successful collaborations in Formula 1 history.
Why do Formula 1 fans choose TAG Heuer?
TAG Heuer’s deep ties to motorsport, embodied in its iconic watch collections, make it a natural choice for Formula 1 fans looking to own a unique piece of the Formula 1 grid.
Tag Heuer Carrera
For example, the Carrera watch, called the Carrera Panamericana, is TAG Heuer’s most iconic collection and was designed specifically with racing drivers in mind. The first collection was released by Jack Heuer in 1963 to embody the spirit and precision of one of the most grueling races on the planet and has since evolved into a contemporary classic and a mainstay in the Swiss brand’s catalogue.
During his time at McLaren, Formula 1 legend Ayrton Senna was closely associated with the Carrera and would often flash his personal watch whenever he took to the track on race day. Clear, legible dials and powerful chronograph movements make this Carrera Chronograph watch one of the most sought-after pieces among Formula 1 enthusiasts.
Recent collaborations with Porsche have allowed TAG Heuer to delve deeper into the capabilities of the Carrera collection, culminating in a special edition watch that celebrates the German car brand’s 963 rocketship, which was unveiled at the 2022 24 Hours of Le Mans.
When fans look for a TAG Heuer Carrera watch from their emerging collection, they connect with the enduring legacy of Ayrton Senna, the excitement of McLaren’s dominance, and the bold innovation of the golden era of Formula 1.
Tag Heuer Monaco
Likewise, TAG Heuer’s Monaco collection, introduced in 1969, has long been a staple in the world of motorsport. It immediately attracted attention with its square case and bold aesthetic and became a pop culture icon when American actor Steve McQueen wore it in the 1971 film. Le Mans.
Last season we saw the first (unofficial) collection from TAG Heuer and Formula 1 since the new partnership was announced for 2025 with a revised edition to celebrate the Las Vegas Grand Prix. It speaks to the direction in which Formula 1 is headed. A watch that encourages collaboration and innovation with its most iconic partners – and places TAG Heuer at the forefront of the new watch era in motorsport.
With TAG Heuer returning as the official timekeeper of Formula 1 in 2025, the brand is set to launch exclusive collections celebrating its renewed partnership. Of course, with the aforementioned Monaco kit making headlines during the Las Vegas Grand Prix, it remains to be seen which kits might receive an update in time.
Tag Heuer Formula 1
My guess is the brand’s Formula 1 collection. It has been a mainstay of the grid since TAG Heuer joined Red Bull Racing in 2016 – ushering in the Austrian club’s modern era of Formula 1 dominance – and has adorned the wrists of Red Bull’s championship-winning drivers over the years since.
Throughout the partnership, TAG Heuer has released limited-edition collections to celebrate the team’s on-track success, marking 20 years of Red Bull, including back-to-back titles in 2022 and 2023. It is understood that LVMH’s renewed partnership with Formula 1 will not affect TAG Heuer’s partnership with Red Bull.