As Formula 1 celebrates its 75th Anniversary, TAG Heuer will return to the sport as its Official Timekeeper with Rolex no longer being the timekeeper after several years. With a rich history in Formula 1 spanning over seven decades, 2025 marks the revival of a special partnership that embodies luxury, precision, innovation, performance, and speed.

In recent years under Liberty Media’s ownership, Formula 1 has become one of the most culturally significant and successful sporting championships in the world, with 750 million fans worldwide, more than 90 million followers across social media, and a fanbase that is becoming younger and more diverse with 42% of fans now women and 1 in 3 under 35 years old. The 2024 season saw 1.5 billion viewers tune into an epic season, where the wheel-to-wheel racing went down to the wire in an incredible battle between McLaren and Ferrari for the Constructors’ Championship in Abu Dhabi.

With its proud history in motor racing and timekeeping, coupled with the sport’s growing popularity, TAG Heuer is excited to return as the Official Timekeeper for Formula 1.

“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.”—Antoine Pin, CEO of TAG Heuer.

The year 2025 will mark the beginning of a spectacular new era in the multi-decade story between TAG Heuer and Formula 1. As the Official Timekeeper of Formula 1, TAG Heuer will have a significant presence both on and off the track, through trackside branding, Fan Zone, and Paddock Club activations and new product ranges that encapsulate the drama and excitement of Formula 1. TAG Heuer will continue to enrich the magnificent history of Formula 1.

“I am delighted to welcome TAG Heuer as the Official Timekeeper of Formula 1 as they start the next stage of their long history in our sport. 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.”—Stefano Domenicali, President and CEO, Formula 1.