F1 has signed a deal with TAG Heuer, which will become the series’ official timekeeper in 2025.
The Swiss watchmaker has a storied history with F1, and its relationship with the sport was “revived” after Rolex pulled out at the end of last season.
TAG Heuer was the first luxury watch brand to put its logo on a Formula 1 car in 1969, and became its first team sponsor two years later. In recent memory, we signed a partnership with Red Bull in 2016.
Prior to that, it had a partnership with Ferrari from 1971 to 1979, and its logo appeared on Niki Lauda’s title-winning car in 1975 and 1977.
We then partnered with McLaren and had a long and fruitful relationship until 2015. TAG Heuer first became Formula 1’s official timekeeper in 1992.
The new deal will give the company a “significant presence on and off the track through trackside branding, fan zone and paddock club activations, and a new product range that captures the drama and excitement of the sport.”
“A name that has been synonymous with F1 for decades, associated with legends past and present, has so many stories to tell about our sport, and a name that so perfectly represents our values.” It’s very important to have a company that accepts us. It’s a great honour,” said F1 CEO Stefano Domenicali.
“With our commitment to innovation, precision and excellence, TAG Heuer is a natural partner as the official timekeeper of Formula 1, and as we celebrate our 75th anniversary, we are excited about how our intertwined heritage is reinvented for the future. I’m looking forward to telling this story.”
F1 cars featuring the TAG Heuer logo have won 239 races. 613 podiums. 11 constructors’ championships. and 15 drivers’ titles, underscoring the presence this watchmaker enjoys in the series.
