Yahoo Sports TAG Heuer Has Replaced Rolex as Formula 1’s Official Timekeeper
The 2025 Formula 1 season hasn’t even started, and TAG Heuer has already been crowned a winner.
Over the summer, it was reported that the Swiss watchmaker was gunning to become the motor-racing competition’s official timekeeper, a title previously held by its competitor Rolex. Now, the brand’s parent company, LVMH, has successfully completed the sponsorship transfer with a 10-year contract after more than two decades.
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“I am delighted to welcome TAG Heuer as the Official Timekeeper of Formula 1 as they start the next stage of their long history in our sport,” said Stefano Domenicali, president and CEO of Formula 1, in a press statement. “With their focus on innovation, accuracy and excellence, they are a natural partner, and I am excited to see how our intertwining heritage can tell new stories for the future as we celebrate our 75th year.”
In July, the watch company was in talks to reclaim its timekeeping duties—a role it previously held from 1992 to 2003 before Rolex took over in 2013. As Domenicali mentioned, TAG Heuer has a storied past with the auto racing sport ever since its logo appeared on the back of an F1 car in 1969 and became the first luxury brand to sponsor a team in 1971—which just so happened to Enzo Ferrari’s team. After its timekeeping title was handed over, TAG Heuer still remained as a major sponsor for McLaren until 2015 and in 2016, became the official timekeeper and partner of the Oracle Red Bull Racing team.
“In a sport defined by mental resilience, physical strength, strategy, innovation, and performance it is only natural for TAG Heuer to be at the very heart of Formula 1 as Official Timekeeper,” added Antoine Pin, the watchmaker’s CEO.
LVMH, which is owned by French billionaire Bernard Arnault, has been making a push into sports ever since it sponsored the 2024 Paris Olympics. The conglomerate made sure its stamp was all over the event with Chaumet designing the medals, Louis Vuitton handling the torch trunks, and Berluti creating the athlete’s uniforms. With this new agreement, expect to see more LVMH maisons trackside including Moët & Chandon, who was named the official Champagne supplier for the 2025 season.
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