TAG Heuer, the big comeback in Formula 1

Swiss watchmaker TAG Heuer marks a historic return by becoming the Official Timekeeper of Formula 1 for the 2025 season.

After a twenty-year absence, TAG Heuer takes over from Rolex and returns to the key role it played between 1992 and 2003. With over 230 Grand Prix victories as a partner, TAG Heuer strengthens its ties with the prestigious world of motorsport.

A story of passion and precision

TAG Heuer and Formula 1 racing share a long history. Back in 1971, the company was the first watchmaker to sponsor a racing team, the legendary Scuderia Ferrari. Today, this return is accompanied by an ambitious vision, as the brand emphasized: “When we return to the track, we’re not just back, we’re home.” This partnership is a celebration of precision, performance, and the commitment of a brand deeply linked to circuits.

A strategic partnership signed by LVMH

The return is part of a ten-year partnership between TAG Heuer parent company LVMH and Formula 1 owner Liberty Media. According to Frédéric Arnault, CEO of LVMH’s watch division, “Formula 1 has become one of the most attractive sports in the world. It embodies values such as innovation, team spirit and performance.”

LVMH plans to develop exclusive collaborations thanks to this agreement, notably through prestigious events, limited collections and dedicated content. In addition to TAG Heuer, flagship brands such as Louis Vuitton and Moët Hennessy will strengthen their presence in this dynamic global universe.

A promising prospect for F1

This partnership heralds a new era for TAG Heuer and Formula 1, combining luxury and performance. With new collaborations and immersive experiences for fans, F1 promises spectacular seasons ahead, reinforcing its place as one of the world’s most closely followed sports.

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