Silverstone has long been part of Formula 1 history. In 2027, it will also become the setting for a new chapter in TAG Heuer’s relationship with the sport, as the Swiss watchmaker becomes Title Partner of the British Grand Prix.
For TAG Heuer, however, the significance of Silverstone runs deeper than a contemporary Formula 1 partnership.
A Watch Named For Silverstone
In 1974, Heuer introduced the Silverstone, an automatic chronograph that retained the distinctive square silhouette of the Monaco while softening its edges and introducing hooded lugs.
Available with blue, fumé and red dials, it became one of the notable chronographs of its era. Among those who wore it was Swiss racing driver Clay Regazzoni during his time with Ferrari.
More than five decades later, the name Silverstone once again becomes closely associated with the watchmaker — this time on one of the biggest stages in modern motorsport.
The connection is fitting. Silverstone hosted the first World Championship Formula 1 race in 1950 and remains one of the sport’s defining venues. The 2027 British Grand Prix will take place from 2–4 July.
A Racing Legacy
TAG Heuer’s relationship with motorsport stretches across decades, from historic partnerships with Ferrari and McLaren to its current association with Oracle Red Bull Racing. The brand has also worked with some of Formula 1’s most recognisable drivers, including Ayrton Senna and Max Verstappen.
The British Grand Prix will be the Maison’s third Formula 1 Title Grand Prix partnership, following Monaco in 2025 and Madrid in 2026.
“For TAG Heuer to be title partner for the 2027 British Grand Prix is an honour and a privilege for us,” said Béatrice Goasglas, CEO of TAG Heuer. She highlighted Silverstone’s status as one of the sport’s most storied circuits and its importance within the UK, one of the brand’s key markets.
The partnership brings together two histories that have evolved alongside Formula 1: Silverstone’s as a centre of racing, and TAG Heuer’s as a watchmaker whose identity has long been intertwined with speed, precision and performance.
In 2027, those histories meet once again — with TAG Heuer’s name attached to the race itself.
Photos: TAG Heuer/Vladimir Rys
