TAG Heuer Returns to Formula 1 in a Revival of Iconic Partnership

As Formula 1 celebrates its 75th anniversary, a revered name in timekeeping and motorsport history is making a triumphant return. TAG Heuer has been announced as the Official Timekeeper for Formula 1 in 2025, reigniting a relationship that has not only stood the test of time but defined precision, innovation, and the unyielding pursuit of excellence.

A Legacy Interwoven with Formula 1

TAG Heuer’s connection to Formula 1 is far from a mere sponsorship—it is an enduring legacy that began over half a century ago. In 1969, TAG Heuer became the first luxury brand to place its logo on a Formula 1 car.

This was followed by a groundbreaking partnership in 1971 when it sponsored a team, a revolutionary step that redefined sports marketing. Over the years, TAG Heuer has celebrated extraordinary achievements with its Formula 1 collaborations: 239 race wins, 613 podium finishes, 11 World Constructors’ Championships, and 15 World Drivers’ Championships.

The Precision of Time

Founded in 1860, TAG Heuer has always been at the forefront of timekeeping technology. From introducing the first dashboard-mounted chronograph in 1911 to the Mikrograph in 1916, the first stopwatch accurate to 1/100th of a second, the brand set new standards for precision in sport. This commitment to accuracy found its natural home in Formula 1, where every millisecond can mean the difference between victory and defeat.

The 1960s marked TAG Heuer’s first significant foray into Formula 1, driven by collaborations with iconic drivers such as Jo Siffert and Jochen Rindt. This period saw TAG Heuer not only sponsor individuals but also innovate with timing systems like the Le Mans Centigraph, a device that revolutionized race timing and became a cornerstone of Ferrari’s dominance in the 1970s.

Unforgettable Partnerships

Over the decades, TAG Heuer has forged iconic alliances with teams such as McLaren and Red Bull Racing.

From Alain Prost’s championship win in 1986 to Ayrton Senna’s legendary career and Lewis Hamilton’s first title in 2008, TAG Heuer has been a constant presence in Formula 1’s most memorable moments. More recently, its partnership with Red Bull Racing has seen the rise of Max Verstappen, whose record-breaking performances continue to capture the imagination of fans worldwide.

The Modern Era and Beyond

Formula 1 has experienced a renaissance in recent years, reaching younger, more diverse audiences and expanding its cultural footprint. With 750 million fans globally and a staggering 1.5 billion viewers tuning in to the 2024 season, the sport’s popularity is at an all-time high. This new chapter offers TAG Heuer the perfect stage to further its legacy, leveraging its innovative spirit and commitment to precision to captivate a new generation of fans.

Antoine Pin, CEO of TAG Heuer, encapsulated the significance of this reunion:
"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. We are honoured to be the name connected to the very thing that defines the winner: time."

Stefano Domenicali, President and CEO of Formula 1, echoed this sentiment, emphasising the shared values of both organisations:
"With their focus on innovation, accuracy, and excellence, TAG Heuer is a natural partner. I am excited to see how our intertwining heritage can tell new stories for the future as we celebrate our 75th year."

Looking Ahead

As the Official Timekeeper of Formula 1, TAG Heuer’s presence will be felt both on and off the track. From trackside branding to immersive fan activations and new product ranges inspired by the drama of Formula 1, the partnership promises to create fresh opportunities to engage with motorsport enthusiasts.

The return of TAG Heuer to Formula 1 is not just the revival of a partnership; it is a celebration of a shared heritage of precision, performance, and pushing boundaries. As Formula 1 looks to the future, TAG Heuer will be there to measure every unforgettable moment—because in racing, as in life, every second counts.