As Formula 1 gears up to celebrate its 75th anniversary, a familiar name makes a grand return to the racing circuit. TAG Heuer, long associated with precision and innovation, resumes its role as the Official Timekeeper for Formula 1. This revival of a historic partnership blends the watchmaker’s illustrious legacy with the cutting-edge energy of modern motorsport.
TAG Heuer’s involvement with Formula 1 dates back to the 1960s, when it became the first luxury brand to feature its logo on a racing car. This pioneering step laid the foundation for a series of historic milestones, including team sponsorships and the development of timing systems that revolutionised the sport.
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Steve McQueen wears a Heuer Monaco reference 1133B (photo courtesy of Tag Heuer)
Over the decades, Tag Heuer has supported 11 World Constructors’ Championships and 15 World Drivers’ Championships, underscoring its unwavering commitment to excellence.
In 2025 TAG Heuer will amplify its presence both on and off the track. Fans will engage with the brand through trackside branding, immersive Fan Zone activations, and premium Paddock Club offerings, complemented by exclusive merchandise. These initiatives aim to enhance the Formula 1 experience for the sport's 750 million global fans.
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The Tag Heuer-Formula 1 partnership embodies a shared commitment to precision, innovation, and cutting-edge technology (photo courtesy of Tag Heuer)
This partnership’s resurgence highlights shared values of craftsmanship and excellence. TAG Heuer’s engineering expertise and cutting-edge design echo the strategic brilliance and speed that define Formula 1. “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,” said Antoine Pin, CEO of Tag Heuer.
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