TAG Heuer officially becomes F1 timekeeper

After several years of a partnership with Rolex that began in 2013, the Formula 1 officially changes its official timekeeper. TAG Heuer, which was the first luxury brand to see its logo appear on a Formula 1 car in 1969, will take over from 2025, in a context where a ten-year partnership signed between F1 and the major French group LVMH will begin.

In recent years, under Liberty Media's ownership, Formula 1 has become one of the most culturally significant sporting championships in the world, with 750 million fans worldwide, over 90 million followers on social media and an increasingly younger and more diverse fan base, with 42% now women and a third under 35.

“I am delighted to welcome TAG Heuer as the Official Timekeeper of Formula 1, commencing the next phase of its long history in our sport., explained Stefano Domenicali. With a focus on innovation, precision and excellence, TAG Heuer is a natural partner, and I look forward to seeing how our shared heritage can tell new stories for the future as we celebrate our 75th year in business.”.

“In a sport defined by mental toughness, physical strength, strategy, innovation and performance, it is only natural that TAG Heuer is at the very heart of Formula 1 as Official Timekeeper., explained Antoine Pin, CEO of TAG Heuer. With decades of F1 history linking us to the most successful drivers and teams of all time, we are honoured and privileged to be the name linked to what defines the winner: time. As Formula 1 and its exceptional team continue to build on the incredible work done to create one of the greatest properties in sport, we are excited to be part of the journey and create new stories that will enrich TAG Heuer.”

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