In 2025, F1 will begin a new chapter in a partnership worth $1.5 billion with luxury watch brand TAG Heuer, part of the LVMH Group, to take over as official timekeeper.
The change marks the end of a 10-year partnership with Rolex that was first established in 2013, with TAG Heuer returning to the partnership after serving as timekeeper from 1992 to 2003. This partnership will continue as F1 celebrates its 75th anniversary. Let’s celebrate this huge landmark.
Historically, TAG Heuer’s ties to racing run deep, dating back to the 1960s and 1970s. Known for innovative timepieces such as the Micrograph, Microtimer, and of course the Monaco, the brand was popular among racers and contributed to a long-standing tradition in motorsport. Currently under a 10-year contract worth $150 million a year, TAG Heuer’s return is a big moment for the sport.
LVMH has expanded its involvement in F1 through TAG Heuer, and there are changes to follow. LVMH’s other brand, Moët & Chandon, is also set to return to the F1 extravaganza in 2025, replacing Ferrari Torrent’s Prosecco, which gained attention in 2022.
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Key figures such as LVMH Chairman and CEO Bernard Arnault and F1 CEO Stefano Domenicali have emphasized the shared values of LVMH and F1.
“At the intersection of the LVMH Group’s values of creativity and excellence and F1’s innovation and high performance, this partnership brings together the best of two worlds, combining thrilling sport with elegant art de vivre, “We will deliver an unparalleled experience that combines wheel-to-wheel racing and proven craftsmanship to enthusiasts, fans and clients,” a brand statement said.
“LVMH and its Maisons have contributed to the sport from its inception in 1950 to the present day. With this new partnership, both F1 and LVMH, together with their respective partners, are committed to reinventing this great story. We are excited to write this chapter.” The Maison brought its unique expertise, tradition and energy to strengthen the collaboration. ”
Greg Maffei, president and CEO of Liberty Media, said:
“LVMH and F1 are two global brands that continually push the boundaries of creativity and innovation, and are committed to Liberty Media’s core values.
“We are very pleased to have collaborated with one of the LVMH Maisons at last year’s Las Vegas Grand Prix, and now to expand our relationship with the Group by making them a global partner.
“The opportunity to expand our commercial arrangements as the business continues to grow its platform is emblematic of the vision we have for F1. We look forward to working with Arnault and Frédéric Arnault.”
TAG Heuer’s new role will not affect its ongoing partnership with Red Bull Racing and the Monaco Grand Prix.
Rolex’s departure from its timekeeping role marks the end of a powerful era in F1’s history. During their 12-year partnership, Rolex became synonymous with F1 events around the world through sponsorship, branding and timekeeping. Despite withdrawing from F1, Rolex continues to have a presence at other major events such as Wimbledon.
This development comes at a time when F1’s popularity is skyrocketing, in part due to the Netflix series Drive to Survive introducing the sport to a wider and more diverse audience. This wide reach makes F1 an attractive platform for luxury brands like LVMH keen to connect with a new generation of viewers.
