TAG Heuer replaces Rolex as Formula One's official timekeeper
Ahead of the 75th season of Formula One, the sport has announced the departure of one of its global partners, Rolex which will be replaced by another luxury watch brand, TAG Heuer.
Formula One has confirmed that the Swiss luxury watch brand, TAG Heuer, will make its return to the sport as its official timekeeper, replacing Rolex.
TAG Heuer was the first luxury brand to have its logo appear on a Formula 1 car in 1969, the first to sponsor a team in 1971 and, with 230 wins, 595 podiums, 8,882 points, 11 World Constructors’ Championships, 14 World Drivers’ Championships to its name through its associations with teams.
The brand’s relationship with current Formula 1 teams began in 1971 when Ferrari needed a timing system for their new test track, Fiorano in Italy, for which they chose Heuer, as the company was known at the time.
The relationship ran until 1979, before Heuer continued with a partnership with McLaren in 1985, which would go on to be one of the longest in Formula 1 history, during which time Ayrton Senna, Mika Häkkinen, and Lewis Hamilton all raced for the team. The relationship came to an end after 30 years of collaboration and a year later, in 2016, TAG Heuer partnered with Red Bull.
The partnership will see TAG Heuer enjoy a significant presence both on and off the track, through trackside branding, Fan Zone and Paddock Club activations.
They say you can’t turn back time. But we just did.
— TAG Heuer (@TAGHeuer) January 6, 2025
From the golden age of racing to the cutting-edge circuits of today, TAG Heuer has played an integral part in the world of motorsport, embodying precision and an unwavering commitment to excellence. The first watch brand to… pic.twitter.com/xVWJJKt09o
Speaking of the announcement, Formula One's President and CEO Stefano Domenicali added: “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.”
Reflecting on the partnership, Antoine Pin, who serves as the CEO of TAG Heuer, said: “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.”
