TAG Heuer is officially back as Formula 1’s timekeeper, replacing Rolex. Starting with the 2025 F1 season, the Swiss watchmaker will take centre stage in timing the world’s fastest sport, ending Rolex’s 12-year partnership with F1 and marking a significant chapter in TAG Heuer’s long history with motorsport.
Its’ not the brands first go around though, as they first appeared on an F1 car in 1969 and officially became the sport’s timekeeper from 1992 to 2003. Over the years, TAG Heuer has partnered with teams like Ferrari, McLaren, and Red Bull, helping them achieve podium finishes and championship wins.
“Don’t crack under pressure”
TAG Heuer’s return is part of a massive 10-year, $1 billion ($100 million/year) deal between Formula 1 and LVMH, the luxury powerhouse behind brands like Louis Vuitton and Moët & Chandon.
LVMH aims to enhance F1’s global appeal by integrating its iconic brands into the sport and TAG Heuer’s timing technology and marketing expertise will be front and center, ensuring precision on the track and a premium experience for fans.
Famous Drivers Who Wear TAG Heuer
TAG Heuer’s connection to F1 also sways beyond official timekeeping, with many legendary drivers proudly sporting their watches through the years.
Ayrton Senna: The Brazilian legend is synonymous with TAG Heuer. Known for his incredible skill and fearless approach to racing, Senna became an ambassador for the brand in the 1980s. Today, TAG Heuer continues to honor his legacy with the Ayrton Senna collection.
Max Verstappen: As one of the most dominant drivers of the modern era, Verstappen often wears the brand’s watches both on and off track due to their support of Red Bull Racing.
Jenson Button: The 2009 world champion has also had a close relationship with TAG Heuer. During his time at McLaren, Button frequently showcased the brand’s timepieces on his way to the title.
Steve McQueen: While not a Formula 1 driver, McQueen’s role in the film Le Mans cemented TAG Heuer’s connection to motorsport. He famously wore a TAG Heuer Monaco watch in the movie, making it an icon for racing enthusiasts.
Expect to see TAG Heuer’s branding everywhere—from the starting grid to the finish line. Fans can also look forward to exclusive activations, limited-edition watches, and more engagement at the races.
For a sport built on millisecond decisions, the responsibility is high, meaning it’s a chance for TAG to stand out among the rest.
As they step back into the spotlight, they bring with them a steeped legacy of excellence, celebrated by the sport’s greatest champions.