TAG Heuer Returns to F1 as Official Timekeeper.
As Formula 1 celebrates its milestone 75th anniversary, Swiss luxury watch brand TAG Heuer has announced its return to the sport as the Official Timekeeper. This marks a revival of a storied partnership that spanned over seven decades, embodying precision and the relentless pursuit of speed. The 2025 season promises to bring new energy to this historic collaboration, setting the stage for a thrilling new chapter.
Under Liberty Media’s ownership, Formula 1 has achieved unprecedented cultural significance, amassing a global fanbase of 750 million and boasting over 90 million social media followers. The sport’s demographic has shifted dramatically, with 42% of fans now women and one-third under the age of 35. This transformation has been driven by on-track excitement and strategic outreach, culminating in a record-breaking 1.5 billion viewers tuning into the 2024 season, highlighted by an epic showdown between McLaren and Ferrari for the Constructors’ Championship.
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Verstappen wearing TAG Heuer Monaco Grand Prix Hot Pink watch
TAG Heuer’s connection to Formula 1 is deeply rooted in its history, having been associated with iconic drivers and legendary teams for decades. “In a sport defined by resilience, innovation, and performance, it is only natural for TAG Heuer to be at the very heart of Formula 1,” said Antoine Pin, CEO of TAG Heuer. “We are honored to be the name linked to the ultimate determinant of victory: time. As Formula 1 continues its remarkable journey, we are excited to create new stories that enrich our shared legacy.”
The renewed partnership will see TAG Heuer’s presence felt both on and off the track, with trackside branding, fan zone activations, and exclusive Paddock Club experiences. Additionally, the brand plans to launch a series of products inspired by the excitement of Formula 1 racing.
Most recently, Rolex was the official watch and timing partner of Formula 1.
