Mumbai: TAG Heuer, the prestigious luxury watch brand, has been named the Official Timekeeper of Formula 1, marking the beginning of a new chapter in their storied relationship with the sport. This partnership coincides with Formula 1’s 75th Anniversary and the start of the sport’s decade-long collaboration with LVMH, further solidifying TAG Heuer’s legacy within the high-performance motorsport world.
With a remarkable history spanning over seven decades, TAG Heuer and Formula 1 share a philosophy built on precision engineering, cutting-edge technology, and groundbreaking materials. This collaboration represents the fusion of luxury, innovation, performance, and speed.
TAG Heuer’s history with Formula 1 dates back to 1969 when it became the first luxury brand to have its logo appear on a Formula 1 car. In 1971, the brand took it a step further by sponsoring a team. Over the years, TAG Heuer has etched its name in the sport’s legacy, with 230 wins, 595 podiums, 8,882 points, 11 World Constructors’ Championships, and 14 World Drivers’ Championships, making it one of the most successful brands in the sport’s history.
The relationship between TAG Heuer and Formula 1 teams began with Ferrari in 1971, when they needed a timing system for their Fiorano test track. After a series of successful partnerships with McLaren and Red Bull, TAG Heuer returns to its roots as the sport’s Official Timekeeper, poised to contribute further to Formula 1’s extraordinary journey.
Formula 1, under Liberty Media’s ownership, has evolved into one of the most influential and successful sports globally, attracting 750 million fans and more than 90 million social media followers. The 2024 season drew an incredible 1.5 billion viewers, featuring intense battles, including the thrilling Constructors’ Championship race between McLaren and Ferrari in Abu Dhabi.
Stefano Domenicali, President and CEO of Formula 1, expressed his enthusiasm, saying, “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.”
Antoine Pin, CEO of TAG Heuer, shared his excitement about the partnership: “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.”
As the Official Timekeeper, TAG Heuer will enhance its presence both on and off the track, with trackside branding, Fan Zone and Paddock Club activations, and exclusive product releases that celebrate the adrenaline-fueled world of Formula 1. This partnership promises to take fans on an exciting journey, blending the precision of timekeeping with the high-octane thrill of motorsport.
