Formula 1 has announced that TAG Heuer will be the new Official Timekeeper of the championship starting in the 2025 season, succeeding Rolex.
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The change coincides with the 75th anniversary celebrations of Formula 1 and marks the beginning of a 10-year partnership with the luxury group LVMH.
A Strategic Alliance of Innovation and Performance
With deep roots in motorsport since the 1960s, TAG Heuer aims to elevate the fan experience through advanced branding strategies, innovative audience interactions, and the launch of new products. The brand is already renowned for its precision and tradition in sports timekeeping, which promises to further enhance the spectacle of Formula 1.
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Frédéric Arnault, CEO of TAG Heuer, highlighted that the partnership represents a celebration of the brand’s motorsport legacy and a commitment to the future: “We are thrilled to reunite our forces with Formula 1, combining cutting-edge technology and passion for the sport.”
Reviving a Historic Connection
TAG Heuer’s return as the Official Timekeeper revives an iconic partnership that defined an era. Since the 1970s, the Swiss brand has been associated with historic moments in Formula 1, working alongside legends like Ayrton Senna and Niki Lauda.
Beyond reinforcing historical ties, the collaboration with LVMH promises to bring a fresh dynamic to the sport’s global appeal, connecting more fans and increasing Formula 1’s visibility on the international stage.
Formula 1 and the Future of Timekeeping
With TAG Heuer taking the reins, it is expected that new timekeeping technologies will be introduced, making races even more exciting and precise for fans. The 2025 season is already highly anticipated, signaling the beginning of a new era for both Formula 1 and TAG Heuer.
Source: TAG Heuer. This content was created with AI assistance and reviewed by the editorial team.
Rev up your engines and start the new year with a bang. TAG Heuer is back as the Official Timekeeper of @F1. Again!https://t.co/qrHFOjkgt8#TAGHeuer #Formula1 pic.twitter.com/WfoN5MSlrE
— TAG Heuer (@TAGHeuer) January 1, 2025
