TAG Heuer Replaces Rolex as Formula One’s Official Timekeeper in a Landmark Deal
TAG Heuer is set to take over from Rolex as the official timekeeper of Formula One this season, marking a return to the sport for the Swiss watchmaker after nearly two decades. The announcement comes as part of a new 10-year partnership with French luxury powerhouse LVMH, Formula One confirmed on Monday.
A Return to F1
TAG Heuer previously served as Formula One’s timekeeper from 1992 to 2003 and will now have a prominent presence across the sport’s 24-race calendar. The partnership includes trackside branding and activations, solidifying the brand’s visibility in the world’s most-watched motorsport.
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“I am delighted to welcome TAG Heuer as the official timekeeper of Formula One as they start the next stage of their long history in our sport,” said F1 CEO Stefano Domenicali.
Replacing Rolex
Rolex had been an official partner of Formula One since 2013, but the shift to TAG Heuer underlines a broader sponsorship strategy by LVMH, the parent company of TAG Heuer, Louis Vuitton, and Moet Hennessy.
A Legacy in Motorsport
TAG Heuer boasts a storied history in Formula One:
- The brand became the first watch sponsor in F1 in 1971, partnering with Ferrari.
- A 30-year collaboration with McLaren followed, lasting from 1985 to 2015.
- TAG Heuer then became a sponsor of Red Bull Racing in 2016, solidifying its position as a major name in motorsport.
A Broader LVMH Partnership
The deal, valued at over $100 million annually for 10 years, extends beyond TAG Heuer to include LVMH’s Louis Vuitton and Moet Hennessy brands. This comprehensive partnership will allow LVMH to leverage its luxury portfolio to engage with Formula One’s global audience.
As the 2025 Formula One season begins, TAG Heuer’s return as the sport’s timekeeper signals a new era, combining cutting-edge technology and luxury branding on the world’s fastest stage.
