In an extraordinary revival of a prestigious partnership, TAG Heuer, the luxury watchmaker synonymous with precision and performance, has returned as the Official Timekeeper for Formula 1, coinciding with the sport’s landmark 75th anniversary. This return marks the continuation of a multi-decade connection between two icons—TAG Heuer, a brand with deep roots in motorsport, and Formula 1, a sport known for pushing the limits of innovation and excellence.
A History of Unmatched Precision in Motorsport
TAG Heuer’s journey with Formula 1 began long before the official collaborations started. In 1969, the Swiss watchmaker became the first luxury brand to have its logo emblazoned on a Formula 1 car, setting the stage for a lasting relationship. By 1971, the brand would make history again by sponsoring a Formula 1 team, cementing its role as an essential partner in the sport’s growth.
Throughout its history in Formula 1, TAG Heuer has been part of an impressive track record, including 239 wins, 613 podium finishes, and 11 World Constructors’ Championships. The brand’s association with legendary teams and drivers, including McLaren, Ferrari, and Red Bull Racing, has made TAG Heuer one of the most successful and enduring names in motorsport timekeeping.
Engineering Timepieces for the Pinnacle of Performance
TAG Heuer’s commitment to excellence extends far beyond just being a sponsor. The brand’s rich history of innovation in timekeeping is legendary. In 1916, TAG Heuer introduced the Mikrograph, the world’s first stopwatch accurate to 1/100th of a second, setting the standard in high-precision sports timekeeping. In 1969, the brand launched the Calibre 11, the first automatic chronograph movement, forever changing the landscape of wristwatches.
The brand’s profound connection to Formula 1 was solidified when it partnered with legendary drivers like Jo Siffert and Jochen Rindt, who wore Heuer watches while competing. This groundbreaking collaboration represented a shift in sports marketing, establishing TAG Heuer as a trailblazer in the luxury watch industry’s involvement with motorsport.
A Partnership That Defines Innovation and Precision
TAG Heuer’s technical expertise played a pivotal role in Formula 1’s growth. In 1971, the brand created the Le Mans Centigraph timing device for Scuderia Ferrari’s test track in Fiorano, Italy. This cutting-edge technology helped Ferrari win the 1975 World Drivers’ and Constructors’ Championships. The device’s success prompted other teams to adopt similar solutions, reinforcing TAG Heuer’s position as the preferred timekeeping partner in Formula 1.
The relationship with McLaren, which began in 1985, is one of the longest and most fruitful in motorsport history. In 1986, TAG Heuer’s logo adorned the McLaren MP4/2C, which won the World Drivers’ Championship with Alain Prost. That same year, TAG Heuer launched the Formula 1 collection, an iconic range that would become a cultural symbol of motorsport, admired for its bold, brightly colored cases and dials.
In 2015, TAG Heuer shifted its focus to Red Bull Racing, a decision that would usher in a new era of success. The partnership resulted in four World Drivers’ Championships and two consecutive World Constructors’ Championships, thanks in no small part to the remarkable talent of Max Verstappen. This collaboration further solidified TAG Heuer’s legacy as an integral part of Formula 1’s most defining moments.
A Thriving Future with Formula 1
With Liberty Media’s ownership, Formula 1 has experienced explosive growth, reaching a new generation of fans, with 42% of the audience now women and 33% under the age of 35. As the sport continues to captivate global audiences, TAG Heuer’s return as Official Timekeeper comes at a time when precision, innovation, and speed are more essential than ever.
“In a sport defined by mental resilience, physical strength, strategy, innovation, and performance it is only natural for TAG Heuer to be at the very heart of Formula 1 as Official Timekeeper” said Antoine Pin, CEO of TAG Heuer. “With decades of history in F1 connecting us to the most successful drivers and teams of all time, we are honoured and privileged to be the name connected to the very thing that defines the winner: time. As Formula 1 and their exceptional team continue to build on the amazing work that has been done to create one of the greatest properties in sport, we are excited to be part of the journey and create new stories to enrich TAG Heuer.”
“To have a company that has been synonymous with Formula 1 for decades, a name that is associated with the legends of past and present, and that has so many stories to tell around our sport and embraces our values in such a complete way, is a great privilege. With their focus on innovation, accuracy and excellence, TAG Heuer is a natural partner as Official Timekeeper of Formula 1, and I am excited to see how our intertwining heritage can tell new stories for the future as we celebrate our 75th year”, Stefano Domenicali, President and CEO, Formula 1.
A New Chapter in Timekeeping Excellence
As the 2025 season marks the 75th anniversary of Formula 1, the partnership between TAG Heuer and the sport enters a new chapter. The collaboration will extend beyond the track, with TAG Heuer’s presence in the Fan Zone and Paddock Club, as well as the launch of new products inspired by the speed and drama of Formula 1. TAG Heuer’s unwavering dedication to precision will continue to enrich the sport’s legacy for years to come.
