Hello and welcome to a very special pit lane update. If you’ve been buzzing about who’s running the clocks in 2025, I can finally confirm that TAG Heuer has replaced Rolex as the official timekeeper of Formula 1. This historic switch-up arrives just in time for the sport’s 75th anniversary season, adding a splash of excitement to an already electric racing year.
It’s been more than 20 years since TAG Heuer passed the baton, but the Swiss watchmaker is coming back stronger than ever with a newly inked 10-year contract. Formula 1’s president and CEO, Stefano Domenicali, is thrilled with the partnership, pointing out that TAG Heuer’s drive for innovation, accuracy, and excellence makes them an ideal fit for the pinnacle of motorsport. And as if we needed any more reason to be excited, the watch brand’s legendary history with the likes of Ferrari, McLaren, and Oracle Red Bull Racing proves they know what it takes to keep pace with the world’s fastest sport.
After all, TAG Heuer isn’t just about keeping time; it’s about capturing the very heartbeat of racing. The brand’s signature crest has long graced pit lanes and podiums, from the era of Jo Siffert’s Lotus 49B to Max Verstappen’s recent triumphs with Red Bull. Now, with TAG Heuer once again the official timekeeper, you can expect to see their presence on trackside branding, in the Paddock Club, and across fan experiences throughout the 2025 season.
It’s no coincidence this announcement lines up with Formula 1’s 75th birthday bash. To celebrate, TAG Heuer is rolling out next-level technology and new timepieces inspired by the thrill of racing. And don’t forget the wider LVMH family. They’ve already made waves by sponsoring the Paris Olympics, and now they’re putting their stamp on Formula 1, too—Moët & Chandon has even been named the official Champagne supplier for 2025, ensuring the bubbly will flow freely on the podium.
From the roar of the engines to the precision timing that crowns each champion, Formula 1 is all about milliseconds and magic. In stepping back into this world, TAG Heuer is playing a crucial part in defining who takes home the trophies—and the bragging rights. So, gear up for an unforgettable season with TAG Heuer at the helm of the stopwatch. The countdown to lights out in 2025 starts now!
Few frequently asked questions (FAQs) :
1. Why did TAG Heuer replace Rolex as the official timekeeper for the 2025 Formula 1 season?
Answer: TAG Heuer and its parent company LVMH secured a new 10-year sponsorship contract with Formula 1, ending Rolex’s long-standing role. TAG Heuer’s rich racing heritage, technological innovation, and proven partnerships with legendary teams made it a natural fit to reclaim the timekeeping title.
2. How long will TAG Heuer serve as the Official Timekeeper of Formula 1?
Answer: Under the current sponsorship deal, TAG Heuer is set to serve in this capacity for 10 years. This ensures fans can expect consistent brand activations, new timepieces, and advanced trackside timing technology until at least 2035.
3. Why is the 2025 Formula 1 season particularly significant?
Answer: The 2025 season marks the 75th anniversary of Formula 1. To celebrate this milestone, the sport is pulling out all the stops—welcoming TAG Heuer back as Official Timekeeper and rolling out special events, collaborations, and commemorative merchandise throughout the season.
4. What does LVMH’s involvement mean for Formula 1?
Answer: LVMH, as the parent company of TAG Heuer and other luxury maisons (like Moët & Chandon), has been expanding its sports partnerships. Fans can expect elevated experiences, such as exclusive Paddock Club activations and premium trackside offerings—including Moët & Chandon’s role as the official Champagne supplier for the podium celebrations.
5. What makes TAG Heuer’s history with Formula 1 so special?
Answer: TAG Heuer was the first luxury watch brand to sponsor a driver in F1 and has worked with iconic teams like Ferrari, McLaren, and Oracle Red Bull Racing. Over the decades, the Swiss watchmaker racked up hundreds of race wins, Constructors’ Championships, and Drivers’ Championships—solidifying it as a key player in Formula 1’s storied legacy.
