In an exciting development for motorsport enthusiasts, TAG Heuer is back as the Official Timekeeper of Formula 1. The announcement comes as the sport celebrates its 75th anniversary, marking the return of a legendary partnership that has defined excellence on and off the track.
TAG Heuer’s relationship with Formula 1 spans decades of trailblazing milestones. The brand was the first luxury company to feature its logo on a Formula 1 car in 1969 and sponsor a team in 1971. Over the years, TAG Heuer has been associated with 239 wins, 613 podiums, 15 World Drivers’ Championships, and 11 Constructors’ Championships, cementing its reputation as one of the most successful brands in the sport’s history.
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A Shared Legacy of Precision and Innovation
TAG Heuer’s return celebrates a shared philosophy with Formula 1—pushing boundaries in performance, innovation, and engineering. Antoine Pin, CEO of TAG Heuer, remarked, “It is only natural for TAG Heuer to be at the heart of Formula 1 as Official Timekeeper. With decades of history connecting us to the most successful drivers and teams of all time, we are honoured to define the very essence of winning: Time.”
Stefano Domenicali, President and CEO of Formula 1, added, “With their focus on innovation, accuracy, and excellence, TAG Heuer is a natural partner. Together, we celebrate our shared heritage and look forward to creating new stories for the future.”
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The Road Ahead
As the Official Timekeeper of Formula 1, TAG Heuer’s presence will extend beyond trackside branding to fan activations, exclusive events, and innovative product launches that capture the drama and excitement of Formula 1. This renewed partnership is set to enrich the rich history between the two icons, offering fans a glimpse of the past and a promise of thrilling moments yet to come.