LVMH-owned TAG Heuer is officially returning as Formula 1's official timekeeper. Starting in 2025, the watch brand has signed a 10-year with F1, replacing Swiss watchmaker and competitor Rolex.
The sponsorship transfer kicks off just in time to celebrate F1's 75th anniversary. TAG Heuer was the first luxury brand to have its logo on a Formula 1 car back in 1969 and was also the first to sponsor a team in 1971. The brand continues to be one of the most successful brans in the sport, with a number of historic wins. In the press statement, Stefano Domenicali, president and CEO of Formula 1 said of the new partnership with TAG Heuer, "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."
Anotine Pin, 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." TAG Heuer will have a significan presence both on and off the track, as well as with trackside branding, Fan Zone and Paddock Club activations.
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