The legendary Swiss brand resumes its historic role in elite motorsport.
AN IMPRESSIVE LEGACY IN F1 🏁✨
Formula 1 has enthusiastically announced that TAG Heuer, the iconic luxury watch brand, will be the official timekeeper of the championship starting with the 2025 season. This comeback coincides with F1’s 75th anniversary, an event set to be as memorable as TAG Heuer’s own legacy in motorsport.
With over half a century of history tied to F1, TAG Heuer was the first luxury brand to place its logo on a race car in 1969 and, shortly after, in 1971, became the first official sponsor of a team. Since then, the brand has amassed an impressive record: 230 victories, 595 podiums, 11 constructors’ championships, and 14 drivers’ championships. 🏆
HISTORIC PARTNERSHIPS WITH THE GREATS 🥇🔧
The bond between TAG Heuer and Formula 1 began in 1971 when the brand, then known as Heuer, developed a timing system for Ferrari’s test track in Fiorano, Italy. Later, in 1985, it embarked on a partnership with McLaren, one of the longest and most successful in F1 history. During this period, legends such as Ayrton Senna, Mika Hakkinen, and Lewis Hamilton raced under the British team’s banner with TAG Heuer’s support.
Although the partnership with McLaren ended in 2015, TAG Heuer remained in the sport, joining forces with Red Bull Racing, a team that quickly established itself as a powerhouse in the championship.
A NEW ERA OF INNOVATION AND PRECISION 🚀⏳
TAG Heuer’s return to F1 marks a new chapter in its rich history. Stefano Domenicali, President and CEO of Formula 1, expressed his excitement:
“We are thrilled to welcome TAG Heuer as our official timekeeper. Their commitment to innovation, precision, and excellence makes them the perfect partner to write new chapters in our shared history.”
Antoine Pin, CEO of TAG Heuer, emphasized the importance of time in a sport where every millisecond counts:
“In a world defined by mental resilience, strategy, and performance, it is natural for TAG Heuer to be at the heart of Formula 1. We are honored to connect our name with what defines a winner: time.”
MORE THAN TIMING: AN IMMERSIVE FAN EXPERIENCE 🎉📸
Beyond its role as timekeeper, TAG Heuer will have a significant presence across all areas of the F1 spectacle. From branding on the most iconic corners of circuits to direct fan interaction in Fan Zones and the prestigious Paddock Club, the company aims to enhance the experience both on and off the track.
Additionally, TAG Heuer will launch a new product line inspired by its relationship with F1, solidifying its position as an iconic brand in the world of motorsport.
2025: A SEASON TO REMEMBER 🏅🔮
TAG Heuer’s return promises to be one of the highlights of Formula 1’s 75th anniversary. With its legacy of precisionand style, the Swiss brand is ready to keep marking the decisive seconds in the world’s premier motorsport competition. 🌟
