As Formula 1 gears up to celebrate its monumental 75th anniversary, TAG Heuer has proudly announced its return as the sport’s Official Timekeeper from 2025.
Jack Heuer, the former CEO and current Honorary Chairman of TAG Heuer
This partnership rekindles a legacy that spans over seven decades, underscoring the brand’s enduring connection to the world of high-octane motorsport.
Legendary driver Ayrton Senna wearing TAG Heuer
Founded in 1860, TAG Heuer has long been a pioneer in precision timekeeping. Its association with Formula 1 began in the 1960s, leading to iconic moments in racing history. In 1969, TAG Heuer became the first luxury brand to sponsor a Formula 1 team, marking a significant milestone in motorsport marketing. Since then, the brand has enjoyed unparalleled success, amassing 239 wins, 613 podium finishes, and 15 World Drivers’ Championships through its partnerships with leading teams.
TAG Heuer Carrera Chronograph
From the early collaborations with racing legends like Jochen Rindt and Jo Siffert to its pivotal alliances with Scuderia Ferrari and McLaren, TAG Heuer’s influence on Formula 1 has been immense. The introduction of the revolutionary Calibre 11 automatic chronograph in 1969 and its sponsorship of McLaren during Ayrton Senna’s illustrious career further cemented its legacy.
ag Heuer Monaco Automatic Mens Chronograph Leather Watch
TAG Heuer’s expertise in precision timekeeping saw it develop advanced solutions like the Le Mans Centigraph for Ferrari in the 1970s and the state-of-the-art timing systems that revolutionised Formula 1 broadcasting in the 1990s. The iconic TAG Heuer Formula 1 watch, launched in 1986, remains a testament to the brand’s innovative spirit and deep connection to motorsport.
In the modern era, TAG Heuer’s partnership with Oracle Red Bull Racing has yielded significant success, including multiple World Drivers’ and Constructors’ Championships with Max Verstappen.
Iconic driver Steve Mcqueen wearing TAG Heuer
Discussing the continuation of the partnership, at a key moment in F1 history, Antoine Pin, CEO of TAG Heuer said “With decades of history in F1 connecting us to the most successful drivers and teams of all time, we are honoured to be the name connected to the very thing that defines the winner: time.”
In addition to its timekeeping role, TAG Heuer will enhance the fan experience through trackside branding, Fan Zone activations, and exclusive product ranges inspired by the excitement of Formula 1. This renewed partnership promises to add another thrilling chapter to the brand’s illustrious history in motorsport.
