TAG Heuer returns as Formula 1’s Official Timekeeper as the sport celebrates its 75th anniversary

As Formula 1 gears up to mark its 75th anniversary, TAG Heuer has announced its return as the sport’s Official Timekeeper. This renewed partnership reinforces a storied relationship that has linked the luxury watchmaker with the high-speed world of F1 for decades. TAG Heuer’s history in Formula 1 is illustrious, dating back to 1969 when it became the first luxury brand to display its logo on an F1 car. The collaboration blossomed over the years, with TAG Heuer pioneering sponsorships and partnerships with iconic teams and drivers. From Ferrari’s dominance in the 1970s to Ayrton Senna’s legendary career with McLaren, and more recently, Max Verstappen’s championship-winning exploits with Red Bull Racing, TAG Heuer has been a constant presence on and off the track. A Shared Legacy of Precision and Innovation Formula 1 and TAG Heuer share a commitment to innovation, accuracy, and pushing boundaries. The watchmaker’s groundbreaking advancements, such as the Mikrograph stopwatch in 1916 and the launch of the iconic TAG Heuer Formula 1 watch in 1986, mirror the sport’s relentless pursuit of technological excellence. “TAG Heuer has been synonymous with Formula 1 for decades. This partnership embodies the spirit of competition, innovation, and performance,” said Antoine Pin, CEO of TAG Heuer. “As Formula 1 celebrates its incredible journey, we are thrilled to contribute to its legacy and shape its future as Official Timekeeper.” Stefano Domenicali, President and CEO of Formula 1, echoed these sentiments: “TAG Heuer’s history with F1 is legendary. Their focus on precision and excellence aligns perfectly with our sport. We are delighted to welcome them back as we celebrate 75 years of racing heritage.” The Road Ahead As Official Timekeeper, TAG Heuer will have a significant presence at F1 events worldwide, featuring trackside branding, fan zone activations, and exclusive product launches inspired by the thrill of racing. This partnership comes at a time when Formula 1 continues to grow its global fanbase, reaching younger, more diverse audiences. In 2024, the sport captivated 1.5 billion viewers, highlighted by a dramatic Constructors’ Championship battle between McLaren and Ferrari. As F1 continues to innovate and captivate, TAG Heuer’s role as a partner promises to add an extra layer of excitement for fans. The renewed partnership between these two iconic names marks the beginning of a new chapter in a collaboration defined by luxury, performance, and a shared passion for speed.