It’s official: TAG Heuer makes its return to Formula One as the sport’s Official Timekeeper. And just in time for F1's 75th anniversary celebration.

With a 10-year contract as Official Timekeeper, TAG Heuer reminds us that it was the first luxury brand to grace the hood of a Formula One car back in 1969; TAG Heuer’s partnership with the sport became a model of what shared success can look like. With 750 million fans worldwide, over 90 million social media followers, and a rapidly evolving fanbase that are in need for speed—Formula One’s reach has never been greater.

The 2024 season alone drew an astonishing 1.5 billion viewers, which culminated in a breathtaking showdown between McLaren and Ferrari for the Constructors’ Championship in Abu Dhabi.

“With decades of history in F1 connecting us to the most successful drivers and teams of all time, we are honoured and privileged to be the name connected to the very thing that defines the winner: time,” said Antoine Pin, CEO of TAG Heuer.

TAG Heuer’s presence remains palpable both on and off the track. With trackside branding, Fan Zone and Paddock Club activations, and exclusive timepiece ranges to capture the drama and energy of Formula One, it was a no-brainer for the two brands. Besides, the union of the two seems apt, so intrinsic that picturing a different horological sponsor feels almost impossible.

For now, this iconic partnership is off to a great start with nary a sign of slowing.