2025 will mark the 75th anniversary of Formula 1. To celebrate the milestone, the sport welcomes back one of its most trusted partners and collaborators. This year will see TAG Heuer return as the Official Timekeeper of Formula 1. With a rich motorsport history spanning decades, 2025 marks the revival of a special partnership that embodies luxury, precision, innovation, performance and speed.
The watchmaker’s association with the sport goes back decades. It was the first luxury brand to have its logo appear on a Formula 1 car in 1969. It was also the first to sponsor a team in 1971. Through its association with legendary teams like McLaren and Red Bull, the brand has seen its fair share of success.
To date it has 239 wins, 11 World Constructors’ Championships and 15 World Drivers’ Championships to its name through its associations with teams. This undeniably makes TAG Heuer one of the most successful brands in history associated with Formula 1.
Forged In Racing
The brand has enjoyed a multi-decade connection to the world of motorsport.
As the Official Timekeeper of the sport, the brand shares a philosophy that stretches beyond just racing. Together, both TAG Heuer and Formula 1 uphold a dedication to precision engineering, cutting edge technology and accuracy, which are tied intricately to the brand’s history.
In 1860, TAG Heuer forged a reputation as a manufacturer of timekeeping devises with the first-ever dashboard mounted chronograph in 1911. Years later in 1916 the company produced the first stopwatch accurate to 1/100th of a second. The Mikrograph quickly became the standard in high precision timekeeping for sport.
Four decades on, Heuer, as it was then known, decided it would only make chronograph wristwatches. During this early period of Formula 1, the brand established itself as the watch for those who time mattered the most.
As the sport grew in popularity in the 60s, Heuer became intimately involved with the legends of motorsport. Names such as Jochen Rindt, Aryton Senna, Lewis Hamilton and Max Verstappen were seen sporting timepieces from the brand as well as fronting its campaigns.
However beyond just marketability and brand association, TAG Heuer’s expertise in timekeeping served as the foundation for its decades-long partnership with the sport.
A Trusted Technical Partner
TAG Heuer’s expertise in timekeeping has proven instrumental in many teams’ success over the years.
TAG Heuer has worked alongside some of the world’s most successful racing teams. As one of the world’s leading producers of timekeeping equipment, the brand was a natural choice for competitive teams.
In 1971, Heuer developed the Le Mans Centigraph for Ferrari, which allowed the team to time their new cars and drivers at the facility. Providing independent timekeeping from the pit wall, the brand would help Ferrari win the World Drivers’ and Constructors’ Championships in 1975 with Niki Lauda.
Eight years later, Heuer would embark on a new partnership with McLaren. Subsequently in 1985, following its acquisition by Techniques d’Avant Garde Group, which was also the owner of the McLaren Formula 1 team, the brand received its new name. TAG Heuer would not just be providing timekeeping expertise but its logos would also appear on the car.
Displayed on the windscreen of the MP4/2C, the world witness Alain Prost win the World Drivers’ Championship in 1986. The same year, a revolutionary new watch was launched by the brand with a rather fitting name.
The TAG Heuer Formula 1 quikcly became a cultural force. With its revolutionary brightly coloured cases, straps and dials, it was incredible successful, affirming the incredible link of TAG Heuer to motorsport and also becoming the must have watch of the era.
Creating Sporting History
Collaborative timepieces are part and parcel of the brand’s association with the sport.
In 1992 TAG Heuer would strike a deal to become Official Timekeeping partner for Formula 1. As official partner of the sport, the brand would utilise its expertise and experience to enhance and develop the precision and reliability of the timing solutions present in the sport.
2015 saw the brand and its long-standing partner McLaren end their long and successful collaboration. Years later, TAG Heuer joined Red Bull, a team that would leave an indelible mark in the premier motorsport series. As it returns to the sport as Official Timekeeper, TAG Heuer’s partnership with Oracle Red Bull will remain.
“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.
“With decades of history in F1 connecting us to the most successful drivers and teams of all time, we are honoured and privileged to be the name connected to the very thing that defines the winner: time,” he added. “We are excited to be part of the journey and create new stories to enrich TAG Heuer.”
