TAG Heuer returns to Formula 1 as the Official Timekeeper

TAG Heuer returns to Formula 1 as the Official Timekeeper as the sport celebrates its 75th anniversary in 2025.

As Formula 1 marks its 75th anniversary in 2025, TAG Heuer will return as its Official Timekeeper, renewing a partnership that reflects over seven decades of shared values such as precision, innovation, and performance.

The relationship between TAG Heuer and Formula 1 dates back to 1969 when the Swiss brand became the first luxury watchmaker to place its logo on a Formula 1 car. This bold move marked the beginning of a longstanding connection between the two, with TAG Heuer later becoming the first luxury brand to sponsor a Formula 1 team in 1971. 

With 239 wins, 613 podiums, 9,471 points, 11 World Constructors’ Championships, 15 World Drivers’ Championships to its name through its associations with teams, it is one of the most successful brands in history to be associated with Formula 1.

Jack Heuer with Niki Lauda and Clay Regazzoni

TAG Heuer’s history of innovation in timekeeping is closely connected to the world of motorsport. The brand transformed sports timing with the creation of the first-ever dashboard-mounted chronograph in 1911 and the launch of the first stopwatch accurate to 1/100th of a second in 1916. This commitment to precision laid the foundation for its future involvement in motorsport.

The Mikrograph - 1916

In the 1960s, TAG Heuer made a significant impact in Formula 1 by partnering with iconic drivers like Jochen Rindt and Jo Siffert. The brand’s logo first appeared on a Formula 1 car in 1969 when Siffert’s Lotus 49B carried the Heuer name, a groundbreaking move that solidified the brand’s connection with the sport.

Jo Siffert wearing a third generation Heuer Autavia

The 1970s and 1980s saw the rise of the TAG Heuer Formula 1 watch, which became a symbol of motorsport culture. The brand’s sponsorship of legendary drivers like Ayrton Senna further strengthened its association with Formula 1. 

In the 1990s, TAG Heuer became the official timekeeper for the sport, contributing to Formula 1's timing systems and data accuracy.

Today, TAG Heuer’s return as Official Timekeeper for Formula 1’s 75th Anniversary reflects the longstanding connection between the brand and the sport. With a focus on innovation, TAG Heuer aims to build on its legacy by contributing to the Formula 1 experience through new product offerings and trackside activations.

As Antoine Pin, CEO of TAG Heuer, says, “It is only natural for TAG Heuer to be at the very heart of Formula 1.” tagheuer.com

Suggested reading:

- The history of TAG Heuer