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TAG Heuer has been named the Official Timekeeper of Formula 1, marking the brand’s return to the sport in its 75th anniversary year. The partnership, which also aligns with F1's decade-long collaboration with LVMH, reinforces the shared values of precision, innovation, and performance between the two brands.
With a history spanning over 70 years in the sport, TAG Heuer was the first luxury brand to display its logo on a Formula 1 car in 1969 and the first to sponsor a team in 1971. Through partnerships with top teams like Ferrari, McLaren, and Red Bull, the brand has become synonymous with success, recording 230 wins, 595 podiums, 8,882 points, 11 World Constructors' Championships, and 14 World Drivers’ Championships.
"TAG Heuer's long-standing association with Formula 1 is a testament to the precision and innovation at the heart of both our brand and the sport," said Antoine Pin, CEO of TAG Heuer. "We are honoured to be part of F1's thrilling future, with time being the ultimate measure of a winner."
The partnership dates back to 1971, when Ferrari chose Heuer’s timing systems for their Fiorano test track. The collaboration continued until 1979 before TAG Heuer's long-running relationship with McLaren began in 1985, lasting until 2015. In 2016, TAG Heuer signed a deal with Red Bull Racing, further cementing its place in the sport.
Stefano Domenicali, President and CEO of Formula 1, added, “I am delighted to welcome TAG Heuer as the Official Timekeeper of Formula 1 as they start the next stage of their long history in our sport. With their focus on innovation, accuracy and excellence, they are a natural partner, and I am excited to see how our intertwining heritage can tell new stories for the future as we celebrate our 75th year.”
As the Official Timekeeper, TAG Heuer will have a prominent presence at F1 events, including trackside branding, Fan Zone and Paddock Club activations, as well as new product ranges inspired by the sport’s drama and excitement.
