Swiss watch brand TAG Heuer is accelerating its presence in the world of motorsport. After sensationally returning to the sport of Formula 1, the watchmaker is now lending its support to F1 Academy.
The motorsport series, which fosters female racing talents, will see TAG Heuer become its Official Partner and Timekeeper. This latest development from the brand follows an expansion of branding and partnerships in the world of motorsport.
A race series built on the Formula 4 specification; F1 Academy’s goal Is to increase female participation in motorsport. Since its launch in 2023 the series has not only provided an unparalleled platform for female drivers to compete on, alongside Formula 1, but also the best possible support for drivers to progress to higher levels of competition.
In 2025, the series’ racing calendar spans seven countries and three continents. Circuits include Shanghai, Jeddah, Miami, Montreal, Zandvoort, Singapore and Las Vegas. Teams featured in the series include renowned names such as PREMA, Campos, Rodin, MP, ART and Hitech.
From a supporting race series to Formula 1, F1 Academy is creating a clear pathway for talented female drivers to progress.
Brand Expansion
For 2025, the race series’ car, manufactured by Tatuus will sport a livery designed by TAG Heuer. Purpose-built to balance performance, safety, and driver development, it serves as the ideal platform for young racers to progress through the motorsport ranks.
Featuring a carbon monocoque chassis that complies with FIA 2021 safety standards, the car incorporates advanced safety features such as a steel Halo, anti-intrusion panels, and wheel tether cables. Powered by a 1.4-litre turbocharged engine from Autotecnica, it produces 174 hp and accelerates from 0–100 km/h in just 3.6 seconds, with a top speed of 240 km/h.
Serving as the best training ground, it offers the perfect balance of speed, safety, and accessibility. Its aerodynamics facilitate overtaking while preparing drivers for the challenges of higher-tier competitions like Formula Regional and F3. The series also support grassroots motorsport initiatives for women to increase participation in motorsport both on and off the track.
Gateway Into F1
Aiva Anagnostiadis.
On track, the initiative supports karting programs including the Champions of the Future Academy Program and helps to identify talent and create a clear pathway for those performing well in karting to progress up the ranks into single seaters. One such talent who is benefiting from this is 17-year-old Aiva Anagnostiadis from Australia.
A rising star from a racing family, Aiva began karting at just six years old, inspired by her mother’s passion for the sport. Having achieved notable victories in Australia and representing her country at the World Motorsport Games, she now aims to become the first Australian female driver in Formula 1.The
“TAG Heuer operated by Hitech” car – which will be driven by Aiva – and the race suit, will sport the brand’s iconic red, white, and black colors, symbolizing the precision and heritage for which the brand is known. Susie Wolff, Managing Director of F1 Academy, views TAG Heuer’s arrival to the sport as a joint commitment to empower female talent and a desire to accelerate change in motorsport.
“The values of F1 Academy perfectly reinforce the commitments and ideals of TAG Heuer where innovation and performance are on par with our egalitarian spirit and our openness to all,” adds Antoine Pin, CEO of TAG Heuer. “We are honoured to continue our indelible connection to motor racing by becoming Official Partner and Official Timekeeper of F1 Academy.”
