Formula One has confirmed Tag Heuer as the series’ official timekeeper from 2025.
Contract:
- Tag Heuer will be visible through trackside branding, as well as fan zone and Paddock Club activations
- The brand will also release licensed product ranges in collaboration with Formula One
Context:
Tag Heuer replaces Rolex as Formula One’s official timekeeper, but this is not the brand’s first involvement with the series. It was actually the first luxury brand to appear on a Formula One car in 1969, the first to sponsor a team in 1971 and is one of the most successful brands associated with the series thanks to 230 wins through various deals with teams.
Comment:
“I am delighted to welcome Tag Heuer as the official timekeeper of Formula One as they start the next stage of their long history in our sport,” said Stefano Domenicali, president and chief executive of Formula One.
“With their focus on innovation, accuracy and excellence, they are a natural partner, and I am excited to see how our intertwining heritage can tell new stories for the future as we celebrate our 75th year.”
Antoine Pin, chief executive of Tag Heuer, added: “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 One as official timekeeper.
“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.
“As Formula One and their exceptional team continue to build on the amazing work that has been done to create one of the greatest properties in sport, we are excited to be part of the journey and create new stories to enrich Tag Heuer.”
Coming next:
This forms part of Formula One’s lucrative ten-year deal with LVMH Group. Other brands owned by the French luxury goods company are expected to be announced in various commercial positions ahead of the new season.
Go deeper:
- F1 team finances roundup: Is the budget cap working four years in?
- F1 viewership analysis: Has the series cracked the US TV market?
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