TAG Heuer Kicks Off Its 10-Year Partnership with Formula 1 at the Australian Grand Prix

On 2 October 2024, what had long been speculated became reality: LVMH and Formula 1 announced their partnership. In this year, as Formula 1 celebrates its 75th anniversary, the global alliance marks not only the end of an era but also the beginning of a new chapter. This deal also signifies the conclusion of the partnership that Rolex has maintained with Formula 1 since 2013.

With this agreement, LVMH gains the opportunity to integrate its portfolio of 75 brands into the racing series, granting one brand perhaps the most visible role: TAG Heuer. Today, TAG Heuer marks a historic moment with its return as the official timekeeper of Formula 1, opening a new chapter in its brand history. Here is everything you need to know about Formula 1’s new official timekeeper.

LVMH Embraces Speed – The New Partnership with Formula 1

Having already invested in the Olympic Games, the FIFA World Cup, and the US-based National Football League (NFL), LVMH’s collaboration with Formula 1—rumoured to involve an investment of up to one billion euros—is the next logical step to showcase its extensive portfolio and enhance its brand visibility.

As part of the agreement, three of LVMH’s flagship brands are set to take centre stage. In the Wines & Spirits division, which comprises nearly 26 brands and generated approximately €5.9 billion in 2024, Moët & Chandon may return as the celebratory drink of choice for podium winners—a tradition that began in 1966 when Moët & Chandon became the first official champagne supplier for Formula 1, a partnership that lasted an impressive 33 years.

Credit © F1

Within LVMH’s most lucrative division, Fashion & Leather Goods, which generated around €41.1 billion in 2024, Louis Vuitton is expected to claim the spotlight. Meanwhile, TAG Heuer, as the official timekeeping partner, will likely assume one of the most prominent roles within the partnership. Representing the Jewellery & Watches division, which recorded revenues of €10.6 billion for the 2024 fiscal year, this move aligns with LVMH’s broader strategy to expand its presence in the luxury watch sector. According to Morgan Stanley, LVMH currently ranks as the fifth-largest player in the watch industry behind Rolex, the Swatch Group, Richemont, and Patek Philippe, with ambitions to become an even more influential force.

TAG Heuer’s Historic Connection to Formula 1

TAG Heuer’s return to Formula 1 marks a significant milestone in a relationship that dates back to the 1960s. In 1969, Heuer became the first luxury watch manufacturer to sponsor a Formula 1 driver, Jo Siffert, whose car prominently featured the brand’s logo. Further solidifying its presence in motorsport, Heuer developed the Le Mans Centigraph for Scuderia Ferrari in 1971, a state-of-the-art timing instrument of its era. The brand’s deep ties to Formula 1 were further cemented when, following its acquisition by the TAG Group, it served as the official timekeeper of the championship from 1992 to 2003.

Although TAG Heuer has since maintained a presence in Formula 1 as a partner of Oracle Red Bull Racing and the Monaco Grand Prix, its return as the official timekeeper of the entire racing series marks a substantial step forward, significantly enhancing its visibility and presence on the global stage.

TAG Heuer Continues Its Era as the Official Timekeeper of Formula 1

With TAG Heuer’s return as the official timekeeper of Formula 1, LVMH is pulling out all the stops to maximise the brand’s visibility. A glimpse of what this will look like can already be seen at the Formula 1 Louis Vuitton Grand Prix 2025 in Australia, offering a preview of what TAG Heuer has in store for the coming years.

One of the standout features of the Australian Grand Prix is the pit lane clock, whose design is inspired by the TAG Heuer Formula 1 model from 1986. For its construction, TAG Heuer has chosen a fibreglass bezel encasing a Plexiglas dial, above which aluminium hands rise. The materials used ensure that each of these clocks, measuring 1,200 mm in diameter, weighs 35 kg. Instead of luminous material, the clocks are equipped with a highly visible LED display, ensuring optimal readability even in rainy conditions or under the floodlights of a night race.

Furthermore, according to TAG Heuer, the circuit itself is intended to serve as a “canvas” to embody the brand’s identity. As part of this initiative, a pedestrian bridge connecting key sections of the track will be repurposed into a prominent advertising space. Additionally, a massive TAG Heuer logo painted onto the grass will ensure that, even from an aerial view, there is no doubt about the official sponsor of the racing series.

Beyond physical presence at the venue, the brand aims to make TAG Heuer an “integral part of the Grand Prix” for viewers at home as well. To achieve this, TAG Heuer is enhancing the digital Formula 1 experience by strategically placing its logo alongside real-time data and incorporating it into the graphics of television broadcasts.

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