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The year 2025 is a landmark one for Formula 1. First and foremost, it marks the sport’s 75th anniversary. Following a decade-long and highly successful exclusive partnership with Rolex, it’s time for a changing of the guard. Enter— or rather re-enter—TAG Heuer. The Swiss watchmaker has deep ties to the world of Formula 1, a relationship that spans 70 years. It is a historically proven bond, intrinsically linked to luxury, precision, innovation, high performance, and speed.
Here are some key milestones that highlight TAG Heuer’s deep-rooted relationship with motorsport and explain why this new collaboration is both meaningful and natural:
TAG Heuer becomes the first luxury watch brand to have its logo appear on a Formula 1 car. That same year, Heuer launches the Monaco, the first square chronograph, which gained global fame when Steve McQueen wore it in the 1971 film Le Mans.
Heuer becomes the official timekeeper for Ferrari’s Formula 1 team, marking the first-ever sponsorship of an F1 team.
TAG Heuer becomes a key sponsor of the McLaren F1 team, collaborating with legendary F1 drivers like Ayrton Senna, Alain Prost and Lewis Hamilton.
The TAG Heuer Formula 1 watch is born. Designed for a younger audience, it becomes a timepiece deeply connected with the style and adrenaline of Formula 1.
TAG Heuer becomes the official engine partner of Red Bull Racing. Renault engines are even renamed “TAG Heuer” engines.
TAG Heuer remains the official timekeeper and watch of Red Bull Racing, the team currently dominated by Max Verstappen.
For decades, TAG Heuer has developed high-precision chronographs for F1 race timing, such as the Mikrograph, which offers accuracy to 1/100th of a second.
TAG Heuer is rightly considered one of the most successful brands to ever align itself with the world of F1, boasting 239 wins, 613 podium finishes, 9,471 points, 11 Constructors’ World Championships, and 15 Drivers’ World Championships through its team partnerships.
Σήμερα τρεις από τις βασικές συλλογές της TAG Heuer, οι Carrera, Monaco και Formula 1, έχουν ρολόγια με πολλά σχεδιαστικά στοιχεία εμπνευσμένα από τον μηχανοκίνητο αθλητισμό.
2025 marks a new era in Formula 1, reigniting the iconic relationship between the sport and TAG Heuer. As the Official Timekeeper, the Swiss watchmaker will have a strong presence both on and off the track, and we eagerly await the new watch models it will unveil to celebrate this exciting partnership.
As the Official Timekeeper, TAG Heuer is one of three LVMH Group brands involved in Formula 1. Louis Vuitton and Moët Hennessy also join as Official Partners, with Moët & Chandon becoming the Official Champagne of F1. The best of both worlds come together: the creativity and pursuit of perfection that define the LVMH Group meet the performance and innovation of Formula 1—promising thrilling experiences both on and off the track.
This exciting new chapter began at the opening race of the season, the Formula 1 Louis Vuitton Australian Grand Prix 2025 in Melbourne, held March 13–16. We can’t wait to see what’s next.
