As Formula 1 commemorates its 75th anniversary, TAG Heuer returns to the pinnacle of motorsport as its Official Timekeeper. This marks the revival of a historic partnership defined by shared values of luxury, precision, innovation, performance, and speed. With a legacy spanning over seven decades, TAG Heuer’s 2025 comeback symbolizes the perfect alignment of two icons in their respective domains.
A Trailblazer in Formula 1 History
TAG Heuer holds a unique place in Formula 1’s annals. In 1969, it became the first luxury brand to feature its logo on a Formula 1 car. By 1971, it pioneered team sponsorship, laying the groundwork for modern motorsport branding. Over the years, TAG Heuer has been associated with remarkable achievements: 239 wins, 613 podiums, 9,471 points, and a staggering 26 World Championship titles—11 Constructors’ and 15 Drivers’—through partnerships with legendary teams and drivers.
A Multi-Decade Connection
Founded in 1860, TAG Heuer quickly established itself as a leader in precision timekeeping. In 1911, it introduced the first dashboard-mounted chronograph, and in 1916, it unveiled the Mikrograph, the first stopwatch accurate to 1/100th of a second. By the 1950s, TAG Heuer was crafting chronographs for those who valued precision above all else, making it a natural fit for the burgeoning world of Formula 1.
The 1960s marked TAG Heuer’s deeper integration into the sport. The brand became synonymous with drivers like Jochen Rindt, who famously wore a Heuer Autavia reference 2446 during his career. A pivotal moment came when Jack Heuer, then CEO, partnered with Jo Siffert, a talented Swiss driver. This groundbreaking deal saw the Heuer logo on Siffert’s car and suit, making TAG Heuer the first luxury brand to sponsor a Formula 1 driver—a strategy that revolutionized sports marketing.
Collaborations with Scuderia Ferrari and McLaren
In 1971, Ferrari sought a cutting-edge timing solution for its Fiorano test track. TAG Heuer delivered the Le Mans Centigraph, a revolutionary device operated by the legendary timekeeper Jean Campiche, affectionately called “The Pianist.” This collaboration was crucial in Ferrari’s 1975 championship triumph with Niki Lauda.
The partnership with Ferrari ended in 1979, but TAG Heuer continued its legacy with McLaren, leading to one of Formula 1’s longest and most successful collaborations. Following TAG Group’s acquisition of Heuer in 1985, the company became TAG Heuer, and its logo appeared on McLaren’s MP4/2C, which clinched the 1986 Drivers’ Championship with Alain Prost. That same year, TAG Heuer launched the Formula 1 watch, a vibrant and enduring icon of motorsport culture.
TAG Heuer’s association with McLaren extended into the 1990s. It supported legendary drivers like Ayrton Senna, who wore TAG Heuer watches during his three championship wins. Today, TAG Heuer continues to honour Senna’s legacy through its partnership with the Senna Foundation.
Official Timekeeper: Then and Now
In 1992, TAG Heuer became the Official Timekeeping Partner for Formula 1, revolutionizing race data capture and enhancing the viewing experience for millions. The TAG Heuer logo, synonymous with precision and innovation, became an indelible part of Formula 1’s global broadcast imagery.
The modern era brought further accolades. From Mika Häkkinen’s back-to-back titles in 1998 and 1999 to Lewis Hamilton’s maiden championship in 2008, TAG Heuer remained at the heart of Formula 1. In 2016, it joined forces with Oracle Red Bull Racing, contributing to four Drivers’ Championships with Max Verstappen and two Constructors’ titles—a partnership that continues to flourish.
A New Era Begins
Under Liberty Media’s stewardship, Formula 1 has witnessed unprecedented growth, with a global fanbase of 750 million, over 90 million social media followers, and a younger, more diverse demographic. The 2024 season alone drew 1.5 billion viewers, with a thrilling Constructors’ Championship battle between McLaren and Ferrari captivating fans worldwide.
Antoine Pin, CEO of TAG Heuer, expressed his excitement about the brand’s return:
In a sport defined by mental resilience, physical strength, strategy, innovation, and performance, it is only natural that TAG Heuer is the official timekeeper of Formula 1. With decades of history connecting us to the most successful drivers and teams, we are honoured to be the name synonymous with the ultimate measure of success: time.
Stefano Domenicali, President and CEO of Formula 1, added:
TAG Heuer’s legacy in Formula 1 is unparalleled. Their focus on innovation and precision makes them a natural partner as we celebrate our 75th year. Together, we’ll create new stories to inspire the next generation of fans.
Looking Ahead
As Formula 1’s Official Timekeeper, TAG Heuer will have a significant presence both on and off the track in 2025. From trackside branding to Fan Zone and Paddock Club activations, the brand will blend its storied heritage with cutting-edge experiences. New watch collections inspired by the drama and excitement of Formula 1 will further strengthen this iconic partnership.
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With its unparalleled history and commitment to innovation, TAG Heuer embarks on this next chapter, ready to redefine the limits of precision and performance in motorsport.
