F1: TAG Heuer Replaces Rolex as Official Formula 1 Timekeeper

F1 has signed a 10-year partnership with LVMH. As part of the agreement, TAG Heuer will serve as the Official Timekeeper of Formula 1. TAG Heuer previously held this role from 1992 to 2003 and has a 56-year history in the sport, starting as a sponsor. The brand will now be featured in Formula 1's global branding. This partnership also creates opportunities for other LVMH brands to collaborate with Formula 1, expanding their presence in the sport. The partnership begins with the 2025 season and includes LVMH brands contributing to hospitality, activations, and limited editions. This expands the company's existing presence in Formula 1.

Stefano Domenicali said: 'I am delighted to welcome TAG Heuer as the Official Timekeeper of Formula 1 as they start the next stage of their long history in our sport. With their focus on innovation, accuracy and excellence, they are a natural partner, and I am excited to see how our intertwining heritage can tell new stories for the future as we celebrate our 75th year.'

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CEO of TAG Heuer said: '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. With decades of history in F1 connecting us to the most successful drivers and teams of all time, we are honored 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.'

F1 and TAG Heuer

TAG Heuer's involvement in Formula 1 began in 1969 and expanded in 1971 with its sponsorship of Ferrari. The collaboration started when Ferrari required a timing system for its Fiorano test track, leading to an eight-year partnership that established TAG Heuer's role in motorsport timing.

After its time with Ferrari, TAG Heuer partnered with Porsche to develop TAG engines. These engines powered McLaren to multiple victories and championships in the mid-1980s. The collaboration with McLaren lasted for 30 years before TAG Heuer shifted its focus to a partnership with Red Bull Racing in 2016.

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TAG Heuer also served as Formula 1's official timekeeper from 1992 to 2003. This role followed earlier collaborations in the 1970s, with the responsibility briefly held by brands like Longines and Olivetti. TAG Heuer's contributions have left a lasting impact on Formula 1.