TAG Heuer Reclaims Role as Formula 1's Official Timekeeper

The Swiss watchmaker signs a 10-year deal, replacing Rolex, and returns to a position it last held in 2003.

TAG Heuer has signed a decade-long agreement to become Formula 1's official timekeeper starting with the 2025 season, replacing Rolex after more than a decade.
The partnership coincides with Formula 1's 75th anniversary and emphasizes shared values of innovation, accuracy, and performance.
TAG Heuer previously served as F1's timekeeper from 1992 to 2003 and has a long history in the sport, including being the first luxury brand to sponsor an F1 team in 1971.
The deal, part of a broader push by parent company LVMH into sports sponsorships, includes significant trackside branding and fan activations at all 24 races of the season.
LVMH's involvement in Formula 1 extends beyond TAG Heuer, with other brands like Moët & Chandon becoming official partners for the 2025 season.