TAG Heuer Returns As Official Timekeeper For The 75th Anniversary Of Formula 1

As Formula 1 celebrates its 75th anniversary in 2025, TAG Heuer is making a highly anticipated return as the Official Timekeeper of the world’s most prestigious motorsport. This renewed partnership honors over seven decades of shared history characterized by precision, innovation, and an unwavering commitment to excellence that unites these two global icons.

TAG Heuer has a long-standing connection with Formula 1, becoming the first luxury brand to feature on a Formula 1 car in 1969 and pioneering sponsorship of a racing team in 1971. Over the years, TAG Heuer has been associated with an impressive record of 239 race wins, 613 podium finishes, 11 Constructors’ Championships, and 15 Drivers’ Championships. This legacy firmly establishes TAG Heuer as one of the most influential brands in the rich history of Formula 1.

Founded in 1860, TAG Heuer has been at the forefront of timekeeping since its inception. In 1916, the brand introduced the Mikrograph, the first stopwatch capable of measuring to 1/100th of a second, setting a new standard for sports timing. By the 1950s, as Formula 1 emerged as a global spectacle, TAG Heuer became synonymous with precision engineering and innovation.

During the 1960s, TAG Heuer developed personal connections with some of the sport’s most iconic figures. Formula 1 champion Jochen Rindt famously wore a Heuer Autavia throughout his racing career. A groundbreaking partnership with Swiss driver Jo Siffert in 1969 marked the first instance of a luxury brand sponsoring a driver, forever changing the landscape of sports marketing. This visionary approach, initiated by Jack Heuer, laid the groundwork for TAG Heuer’s enduring presence in Formula 1.

TAG Heuer’s collaborations with legendary teams have become landmark moments in motorsport history. In 1971, Ferrari enlisted TAG Heuer to create the Le Mans Centigraph, an advanced timing system for its Fiorano test track. This partnership helped Ferrari secure multiple championships, including Niki Lauda’s victory in 1975. Later, TAG Heuer’s long-standing collaboration with McLaren resulted in back-to-back Drivers’ Championships in 1997 and 1998 with Mika Häkkinen and saw rising star Lewis Hamilton claim his first title in 2008.

In 2016, TAG Heuer partnered with Oracle Red Bull Racing, a collaboration that has resulted in four Drivers’ Championships with Max Verstappen and two Constructors’ Championships, further emphasizing the brand’s significance in modern Formula 1.

As the Official Timekeeper in 2025, TAG Heuer is set to play a crucial role in the sport’s next chapter. The brand’s involvement will extend beyond trackside branding, with immersive Fan Zone and Paddock Club activations designed to enhance the spectator experience. Additionally, TAG Heuer plans to unveil new timepieces inspired by the adrenaline and innovation of Formula 1.

“TAG Heuer’s return as Official Timekeeper comes at a perfect time as we celebrate 75 years of Formula 1,” said Stefano Domenicali, President and CEO of Formula 1. “Their focus on innovation, accuracy, and excellence makes them a natural partner.”