News TAG Heuer as the Official Timekeeper of Formula 1

TAG Heuer has officially announced its return as the official timekeeper of Formula 1 in 2025. This announcement comes after confirmation that the LVMH Group will replace Rolex as the sponsor of the Formula 1 Grand Prix, a piece of news that had sparked much speculation before it was officially confirmed last October.

TAG Heuer is no stranger to the world of Formula 1, having served as the official timekeeper of the Formula 1 World Championship from 1992 to 2003. While other companies outside the watch industry had sponsored the event, Rolex took over in 2013, paving the way for the French group. Today, TAG Heuer is poised to reclaim this legacy through a comprehensive 10-year global partnership between Formula 1 and the French group LVMH, which encompasses TAG Heuer, Louis Vuitton, Hublot, Zenith, and Bulgari.

Since 2013, Rolex has been synonymous with timekeeping in Formula 1, but this new agreement positions TAG Heuer at the forefront, opening a new chapter in the sport’s history.

TAG Heuer has a deep-rooted connection with Formula 1 through its history and values. In addition to its previous tenure as official timekeeper, the brand has forged iconic partnerships with legendary teams and drivers. Among the most notable of these partnerships is its collaboration with Ayrton Senna, a three-time World Champion, who became an ambassador for the brand. Senna’s legacy is honored through special edition TAG Heuer timepieces that celebrate his lasting contributions to both motorsport and watchmaking.

For more information, you can visit the official TAG Heuer website.