TAG Heuer returns to Formula 1 as the official timekeeper in 2025, coinciding with the league’s 75th anniversary and replacing Rolex as sponsor after ten years. The partnership, which began in the 1960s, has seen Heuer and later TAG Heuer involved in various capacities, including sponsorships and timekeeping. With a rich history in motorsport, the brand aims to strengthen its presence in F1 and connect with a new generation of fans. As part of the collaboration, TAG Heuer will introduce new product lines inspired by Formula 1, further solidifying its association with the sport.
Heuer’s connection to Formula 1 dates back to the 1960s when the brand first appeared in the sport through driver Jo Siffert. Since then, TAG Heuer has been involved with teams like Ferrari and McLaren, and has been the official timekeeper since 1992. The brand has witnessed significant moments in F1 history, including Lewis Hamilton’s first championship win in 2008. After a 30-year partnership with McLaren, TAG Heuer joined Red Bull Racing in 2016, leading to multiple championships. Now, with the renewed partnership, TAG Heuer aims to enhance its role in Formula 1 and reach a broader audience.
The renewed partnership between TAG Heuer and Formula 1 comes at a time when the sport is experiencing unprecedented growth. With a diverse fanbase and record viewership, TAG Heuer sees this as an opportunity to reconnect with motorsport enthusiasts. The brand plans to leverage its history in F1 to create new narratives and strengthen its brand identity. As part of the collaboration, TAG Heuer will have a prominent presence in the paddocks and fan zones, showcasing its commitment to the sport.
Carrera from 1971 (left) and Monaco from 1970 (right)
Founded in 1860, Heuer has a long history of precision timekeeping. The brand revolutionized sports timing with innovations like the Mikrograph stopwatch and the Calibre 11 automatic chronograph movement. These advancements established Heuer as a leader in high-performance timekeeping, making it a natural partner for Formula 1. Today, TAG Heuer continues watchmaking while maintaining its connection to motorsport.
As part of the renewed partnership, TAG Heuer plans to launch new product lines inspired by Formula 1. These watches will reflect the brand’s motorsport heritage and incorporate design elements from the racing world. While specific details about the new products have yet to be revealed, fans can expect timepieces that embody the excitement and precision of Formula 1.
