In a significant shake-up for Formula 1, TAG Heuer will return as the Official Timekeeper of the sport in 2025, taking over from Rolex, whose long-standing partnership ends this year.
This marks a new chapter in TAG Heuer’s storied association with Formula 1, reigniting a legacy that has been synonymous with motorsport excellence for decades.
End of an Era for Rolex
Rolex has been a central figure in Formula 1 since 2011, with its branding present on tracks and event titles. Over the years, the luxury watchmaker’s sponsorship evolved into a $50 million annual agreement, cementing its place in the sport’s visual and cultural landscape.
However, with its contract ending on December 31, 2024, Rolex’s time as Formula 1’s Official Timekeeper will come to a close.
TAG Heuer Steps In
Replacing Rolex, TAG Heuer will bring a fresh yet familiar presence to Formula 1. The new deal, reportedly worth $150 million annually, signals a major investment by TAG Heuer and its parent company, LVMH, in their commitment to the sport. TAG Heuer’s extensive motorsport heritage makes it a fitting successor to Rolex in this prestigious role.
TAG Heuer is no stranger to Formula 1. The brand has been a prominent partner of Red Bull Racing since 2016, aligning with the team during its most dominant years, especially in these last four years.
But this partnership concludes at the end of 2024, paving the way for TAG Heuer to take on the mantle of Official Timekeeper for the entire championship.
A Legacy of Precision
TAG Heuer’s history with Formula 1 runs deep. From timing the careers of iconic drivers like Ayrton Senna and Max Verstappen to supporting successful teams such as McLaren and Red Bull Racing, the brand has been integral to the sport’s most celebrated moments.
With over 230 Grand Prix victories and 15 Drivers’ Championships to its name, TAG Heuer’s return to the Official Timekeeper role reaffirms its place at the heart of motorsport.
This isn’t the first time TAG Heuer has held this position. The brand served as Formula 1’s Official Timekeeper from 1992 to 2003 and played a pivotal role in its early commercial evolution. Its return in 2025 brings the story full circle, blending modern innovation with a rich history of excellence.
With TAG Heuer’s appointment as Formula 1’s Official Timekeeper, the sport enters a new phase of collaboration with one of its most iconic timekeeping partners.
As the 2025 season is just around the corner, this partnership promises to bring a renewed focus on precision, innovation, and a shared passion for speed.
