Ahmed Seddiqi & Sons

TAG Heuer is Back as the Official Timekeeper for Formula 1

Precision timekeeping for the fastest sport on four wheels.

Timing Excellence Meets Racing Legends

Fine watches and fast cars are a perfect pair, and nowhere is that clearer than the high-stakes world of Formula 1. For the last 75 years, F1 has been seen as the pinnacle of motorsports, home to the most legendary racers in the fastest cars. Now, for the 2025 season, TAG Heuer is back as the Official Timekeeper of the series, part of a 10-year deal with the LVMH group. Of course, over the years other brands have played the role of official timekeeper of the sport, but few have the history and legitimacy of TAG Heuer.

In 1969, Heuer (as the brand was called at the time) was the first luxury brand to emblazon its logo on an F1 car — a pioneering marketing move that still resonates today. Shortly after, in 1971, the brand was an official team sponsor. Heuer has been a technical partner for numerous brands, notably Ferrari and McLaren, pioneering technical advances like the Automatic Car Identification Timing System in 1974, a system which set the tone for the modern sports timing systems in use today. Of course, the brand's involvement with Formula 1 wasn't limited to the track, it also made its presence felt in the paddock and the glamorous roadshow that is Formula 1 — a glamour that has only been accentuated thanks to Netflix's Drive to Survive, which explores every facet of the competition. Part of this glamour has been TAG Heuer's timepieces, from the iconic golden Carrera, the ref. 1158, worn by some of the greatest racers of the 1970s, through to last year's revival of the cult classic Formula 1 watch with Kith.

This shift has seen Formula 1 attract more fans than ever before. Under Liberty Media's Ownership, F1 fans are younger and more diverse than ever, with a third of fans under 35, and 42% of fans women. It's also a more global event than ever before, with the prestigious European courses being joined by new races in Las Vegas and Miami, as well as at home at the Yas Marina Circuit in Abu Dhabi.

The timing could not have been better for TAG Heuer to return to the track as Official Timekeeper. But what does this mean? Well, here's what Antoine Pin, TAG Heuer CEO, said about the announcement; "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 1 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 1 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."

Fans of F1 and TAG Heuer can expect a higher intensity of automotive-themed releases, a renewed focus on the iconic Formula 1 collection, and new interpretations of legendary Carrera and other models from the brand's storied past. It also means that the hottest ticket on December 7 will be trackside at the 2025 Abu Dhabi Grand Prix.

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