TAG Heuer and F1:A Timeless Partnership Renewed

The Swiss brand TAG Heuer will become the official timekeeper of the Formula 1 World Championship, as announced through a newly signed long-term partnership agreement.

TAG Heuer is regarded as a pioneer in the watchmaking industry’s involvement in motorsport. Back in the 1970s, it became the first brand in its sector to sponsor a Formula 1 team, with its logos appearing on Ferrari cars. A long and successful collaboration with McLaren began in 1985 and lasted over three decades. In 2016, TAG Heuer became an official partner of Red Bull Racing. Now, the partnership with Formula 1 is entering a new and even closer chapter.

Formula 1 President and CEO Stefano Domenicali commented on the announcement: “We are delighted to welcome TAG Heuer back as an official partner as they begin the next chapter in their longstanding association with our sport. TAG Heuer is a natural fit for Formula 1, known for its commitment to innovation, precision, and excellence — values that align perfectly with our own. It is particularly fitting that this partnership begins as we celebrate the 75th anniversary of the championship. We look forward to writing new chapters in our shared legacy together.”