TAG Heuer’s Enduring Motorsport Legacy Thrives in a Renewed Formula 1 Partnership
Author: Phuriwat Hirunrangsee | Photographer: Courtesy of TAG Heuer and Press
Mar 13, 2025
TAG Heuer returns as the official timekeeper of Formula 1, reigniting a storied partnership as the sport celebrates its 75th anniversary. This renewed collaboration highlights both TAG Heuer’s and Formula 1’s shared commitment to precision, innovation, and excellence.
The brand’s deep-rooted connection to motorsport dates back to 1969, when then-CEO Jack Heuer partnered with Swiss racing driver Jo Siffert, marking the beginning of Heuer’s presence in Formula 1. Over the years, the brand strengthened its ties to the sport through partnerships with Ferrari in the 1970s, McLaren in the 1980s, and, more recently, Red Bull Racing.
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Following its acquisition by Techniques d’Avant Garde (TAG) in 1985, the brand introduced the TAG Heuer Formula 1 watch, an instant cultural icon, renowned for its bold colours and dynamic design. As Formula 1’s officialtimekeeper until 2003, TAG Heuer played a pivotal role in the sport’s history, contributing to 239 Grand Prix victories, 613 podium finishes, and multiple championship titles. The brand’s relentless pursuit of precision and technological advancement hascemented its status as a leader in high-performance timekeeping.
To commemorate the new racing season, TAG Heuer unveils its latest Formula 1 collection, featuring five chronograph models, including a special edition dedicated to Oracle Red Bull Racing. These timepieces showcase cutting-edge materials and motorsport-inspired design elements, such as a titanium case, aerodynamic styling, and a bezel reminiscent of F1 brake discs.
Antoine Pin, CEO of TAG Heuer, expressed his enthusiasm for this renewed alliance, reaffirming the brand’s commitment to precision, performance, and the enduring spirit of Formula 1: “It is only natural for TAG Heuer to be at the heart of Formula 1 as Official Timekeeper. With decades of history connecting us to the most successful drivers and teams of all time, we are honoured to define the very essence of winning: time.”
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