F1 secures new partnership as luxury brand departs

F1 has signed a deal with TAG Heuer, which will see it become the series’ official timekeeper in 2025.

The Swiss watchmaker has a storied history with F1 and its “revived” relationship comes following Rolex’s departure at the end of last season.

TAG Heuer was the first luxury watch brand to have its logo adorn an F1 car, first appearing in 1969. It was the first to sponsor a team two years later. In recent memory, it forged a partnership with Red Bull in 2016.

Prior to that, it teamed up with Ferrari from 1971 to 1979, with its logo appearing on Niki Lauda’s title-winning cars in 1975 and 1977.

It then joined McLaren, where it enjoyed a long and fruitful relationship until 2015. TAG Heuer first became F1’s official timekeeper in 1992.

Through the new deal, it 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 the sport.”

“To have a company that has been synonymous with Formula 1 for decades, a name that is associated with the legends of past and present, and that has so many stories to tell around our sport and embraces our values in such a complete way, is a great privilege,” said F1 CEO Stefano Domenicali.

“With their focus on innovation, accuracy and excellence, TAG Heuer is a natural partner as Official Timekeeper of Formula 1, and I am excited to see how our intertwining heritage can tell new stories for the future as we celebrate our 75th year.”

F1 cars emblazoned with the TAG Heuer logo have claimed: victory in 239 races; 613 podiums; 11 constructors’ championships; and 15 drivers’ titles, underlining the presence the watchmaker has enjoyed in the series.