BASED in La Chaux- de-Fonds, Switzerland, TAG Heuer has been known for its avant-garde watchmaking spirit and its commitment to innovation since it was founded by Edouard Heuer in 1860.
Now headed up by CEO Antoine Pin, the brand’s core collection consists of three iconic families designed by Jack Heuer, cue the TAG Heuer Carrera, Monaco, and Autavia, and it’s rounded out with the contemporary TAG Heuer Link, Aquaracer, Formula 1, and Connected lines.
TAG Heuer for 2025 F1
Back in the driving seat and perfectly exuding its motto, “Don’t Crack Under Pressure” TAG has announced that it is once again the F1’s official timekeeper, and right in time to celebrate 75th anniversary of Formula 1 this year.
With a rich history in the sport that spans over seven decades, 2025 marks the revival of their partnership that embodies luxury, precision, innovation, performance and speed. After all, TAG Heuer was the first luxury brand to have its logo appear on a Formula 1 car in 1969, the first to sponsor a team in 1971 and, with 239 wins and 15 World Drivers’ Championships to its name, it’s one of the most successful brands in history to be associated with Formula 1.
Steve McQueen wearing TAG Heuer
“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” says Antoine Pin, CEO of TAG Heuer.
He continues, “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. As Formula 1 and their exceptional team continue to build on the amazing work that has been done to create one of the greatest properties in sport, we are excited to be part of the journey and create new stories to enrich TAG Heuer.”
Ayrton Senna wearing TAG Heuer
Formula 1 has become one of the most culturally significant and successful sporting championships in the world, with 750 million fans worldwide and a fanbase that’s becoming younger and more diverse—just head over to TikTok to see its popularity amongst a younger audience.
The 2024 season saw 1.5 billion viewers tune into the action-packed season, where the wheel-to-wheel racing went down to the wire between McLaren and Ferrari for the Constructors’ Championship in Abu Dhabi.
On the next stage of the F1 x TAG Heuer partnership, Stefano Domenicali, President and CEO, Formula 1 says the timekeeping brand is a natural fit, “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.”
As part of the collaboration, TAG Heuer will have a significant presence both on and off the track, through trackside branding, Fan Zone and Paddock Club activations and new product ranges that encapsulate the drama of Formula 1. Roll on the Australian Grand Prix in March.
by Felicity Carter