TAG Heuer Is Back as Formula 1’s Official Timekeeper, Replacing Rolex

It’s official: TAG Heuer is back in the game as the new official F1 timekeeper, taking over from Rolex. The timing couldn’t be more perfect, with F1 celebrating its 75th anniversary this year.

Source: HypeBeast

This partnership makes total sense. Both F1 and TAG Heuer are (obviously) very connected to racing, so teaming up feels like a no-brainer. Plus, it’s all tied to TAG’s decade-long deal with LVMH, their parent company.

Source: HypeBeast

 

If you know your F1 history, you’ll know TAG Heuer’s roots in the sport run deep. They first entered the scene in 1969 and racked up a jaw-dropping 230 wins, 595 podiums, 11 Constructors’ Championships, and 14 Drivers’ Championships. And let’s not forget the iconic partnerships with legends like Ayrton Senna, Alain Prost, Mika Häkkinen, and Lewis Hamilton during their 30-year run with McLaren.

Source: HypeBeast

 

TAG Heuer’s relationship with F1 has evolved over decades, from partnerships with Ferrari’s Fiorano track in the ’70s to sponsoring Red Bull Racing in 2016. Now, they’re stepping up as the official timekeepers for the entire F1.

F1’s CEO Stefano Domenicali summed it up perfectly: "I am very pleased to welcome TAG Heuer as the official timekeeper of Formula 1 starting next season. With their focus on innovation, precision, and excellence, they are a natural partner for Formula 1, and I look forward to seeing how our shared heritage of values can tell new stories for the future as we celebrate our 75th anniversary."