TAG Heuer Returns as Official Timekeeper of Formula 1
TAG Heuer returns as Formula 1's official timekeeper, celebrating innovation and precision with trackside branding, exclusive fan activations, and new collections.
Deepanjali
Luxury watchmaker TAG Heuer has solidified its legendary connection with motorsport by becoming the official timekeeper of Formula 1 as the sport celebrates its 75th anniversary. This marks a significant milestone in the partnership between Formula 1 and LVMH, bringing TAG Heuer back to a position it has historically defined with precision, innovation, and speed.
TAG Heuer’s legacy in Formula 1 spans decades, beginning in 1969 as the first luxury brand to feature its logo on a Formula 1 car. Over the years, the brand has achieved unparalleled success, with 230 race wins, 11 Constructors’ Championships, and 14 Drivers’ Championships through partnerships with iconic teams like Ferrari, McLaren, and Red Bull. Notable moments include Ayrton Senna’s dominance with McLaren and TAG Heuer’s pivotal role in Ferrari’s Fiorano test track development.
In its new role, TAG Heuer will have a prominent presence both on and off the track, including trackside branding, Fan Zone activations, and exclusive experiences in the Paddock Club. Additionally, TAG Heuer plans to launch special product collections that capture the adrenaline and precision of Formula 1.
Stefano Domenicali, President and CEO of Formula 1, stated, “I am delighted to welcome TAG Heuer back as the Official Timekeeper of Formula 1. Their shared commitment to innovation, accuracy, and excellence makes them a natural partner as we celebrate our rich heritage and look forward to writing new stories together.”
Antoine Pin, CEO of TAG Heuer, shared his enthusiasm, noting, “In a sport defined by resilience, strategy, and performance, TAG Heuer is honoured to be at the heart of Formula 1. Time defines champions, and we are proud to carry this legacy forward as the official timekeeper.”
With 1.5 billion viewers tuning into the thrilling 2024 season, Formula 1 continues to grow, attracting a diverse, younger audience, with 42% of fans now women and 1 in 3 under 35 years old. TAG Heuer’s collaboration promises to build on this momentum, aligning luxury with the unmatched excitement of Formula 1.
