As Formula 1 celebrates its 75th anniversary, a legendary partnership is reignited. TAG Heuer, the Swiss luxury watch brand synonymous with precision and performance, is once again the Official Timekeeper of Formula 1. This collaboration marks a revival of one of the most significant relationships in motorsport history, uniting a brand that has defined high-performance timekeeping with the pinnacle of motorsport excellence.
TAG Heuer’s storied history in Formula 1 dates back more than seven decades. The brand was the first luxury company to have its logo emblazoned on a Formula 1 car in 1969, the first to sponsor an entire team in 1971, and has since contributed to 239 race wins, 613 podiums, and 15 World Drivers’ Championships through its close associations with leading teams.
This multi-decade relationship reflects a shared philosophy of precision engineering, cutting-edge technology, and relentless pursuit of excellence. TAG Heuer’s pioneering advancements in timekeeping have revolutionized motorsport, cementing its place as one of the most successful watch brands ever associated with Formula 1.
TAG Heuer’s involvement in motorsport began long before it became an official Formula 1 partner. In 1911, the brand introduced the first-ever dashboard-mounted chronograph, revolutionizing timekeeping in racing. By 1916, the launch of the Mikrograph, the first stopwatch accurate to 1/100th of a second, set a new standard in precision timekeeping.
The brand’s commitment to motorsport intensified in the 1960s and 1970s, with legendary drivers like Jochen Rindt and Jo Siffert wearing Heuer chronographs on and off the track. TAG Heuer’s name became synonymous with Ferrari, McLaren, and later Oracle Red Bull Racing, collaborating with icons like Ayrton Senna, Alain Prost, and Lewis Hamilton.
In 1992, TAG Heuer solidified its role in Formula 1 by becoming the sport’s Official Timekeeping Partner. Its technological expertise brought more accurate and reliable timing solutions, enhancing the precision, fairness, and entertainment value of the sport.
Under Liberty Media’s leadership, Formula 1 has evolved into a global cultural phenomenon, boasting 750 million fans worldwide and a growing younger, more diverse audience. With an astonishing 1.5 billion viewers tuning in to the 2024 season, the sport’s visibility and impact have never been greater.
Returning as Official Timekeeper, TAG Heuer is set to have a major presence both on and off the track, with trackside branding, Paddock Club activations, and exclusive product launches designed to capture the drama and excitement of Formula 1.
