As Formula 1 celebrates its milestone 75th anniversary in 2025, a familiar name is set to grace the sport once again. Returning as the Official Timekeeper, TAG Heuer revives a historic partnership that has redefined luxury, precision, and innovation in motorsport. The brand’s connection with Formula 1 runs deep. From being the first luxury brand to emblazon its logo on a Formula 1 car in 1969 to sponsoring a team in 1971, TAG Heuer has been at the forefront of racing milestones.
With an impressive record of 239 wins, 613 podiums, 9,471 points, 11 World Constructors’ Championships, and 15 World Drivers’ Championships, TAG Heuer’s legacy is etched in the sport’s history. In the 1960s, as Formula 1’s popularity soared, Heuer cemented its place in the sport’s history. Iconic driver Jochen Rindt, who posthumously won the 1970 World Championships for Lotus, wore the Heuer Autavia reference 2446 during his career. A groundbreaking moment came in 1969 when Jack Heuer, then CEO, partnered with Swiss driver Jo Siffert.
Siffert promoted the revolutionary Calibre 11 automatic chronograph, featuring the Heuer logo on his Lotus 49B and race suit while wearing the Autavia reference 1163. This marked the first time a luxury brand sponsored a Formula 1 driver, redefining sports marketing in motor racing.
TAG Heuer’s involvement with Formula 1 began in 1971 when Ferrari needed a timing system for their new Fiorano test track. Heuer developed the Le Mans Centigraph, a device that saw Ferrari win the 1975 World Drivers’ and Constructors’ Championships with Niki Lauda. This success led other teams like BRM, McLaren, and Surtees to adopt the technology. Heuer’s partnership with Ferrari lasted until 1979, after which they continued with McLaren, marking the start of one of the longest team collaborations in F1 history.
In 1985, Heuer was acquired by Techniques d’Avant Garde Group, the parent company of McLaren, and was rebranded as TAG Heuer. The new name appeared on McLaren’s MP4/2C, which saw Alain Prost win the 1986 World Drivers’ Championship. In the same year, TAG Heuer launched the Formula 1 watch, a cultural icon that solidified the brand’s link to motorsport.
In 1988, Ayrton Senna joined McLaren, and TAG Heuer became part of his journey to three World Championships. The company continues to honor his legacy through the Senna Foundation.
In 1992, TAG Heuer became the Official Timekeeping Partner for Formula 1. TAG Heuer was also part of McLaren’s World Championship wins in 1997 and 1998, led by Mika Häkkinen.
The 2000s saw Formula 1’s shift from V10 to V8 engines, intense rivalries, and the rise of future stars, including Lewis Hamilton, who won his first World Championship in 2008 with a TAG Heuer on his wrist.
After 30 years with McLaren, TAG Heuer parted ways with the team in 2015 and joined Red Bull Racing in 2016. The partnership with Red Bull led to four World Drivers’ Championships with Max Verstappen and two consecutive Constructors’ Championships. TAG Heuer remains a key partner for Red Bull Racing and continues as the Official Timekeeper for Formula 1.
“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. 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,” Stefano Domenicali, President and CEO, Formula 1, said.
The brand will make a bold impact on and off the track with trackside branding, Fan Zone and Paddock Club activations, and new product lines inspired by Formula 1’s excitement. This collaboration will continue to celebrate and enhance the rich legacy of the thrilling sport.
