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TAG Heuer Official Timekeeper of Formula 1

TAG Heuer will once again be the Official Timekeeper of Formula 1 in 2025, celebrating the championship’s 75th anniversary and reviving a historic partnership that combines precision, innovation and performance.


Since 1969, the brand has played a crucial role in motorsport, being the first luxury brand to appear on an F1 car and sponsoring legendary teams and drivers such as Jochen Rindt, Ayrton Senna and Lewis Hamilton.


 Ayrton Senna
 Ayrton Senna

In 1971, Ferrari was looking for a timing system for its new Fiorano test track in Italy, the first purpose-built facility for a manufacturer. As the world leader in the production of timing equipment, Heuer was the natural choice and the company developed a new device called the Le Mans Centigraph.



Over the decades, TAG Heuer has achieved 239 victories, 613 podiums and 15 Drivers’ titles, among other achievements. Founded in 1860, TAG Heuer is a pioneer in high-precision timekeeping, as demonstrated by the Mikrograph in 1916, the first stopwatch accurate to 1/100th of a second.



Today, under the ownership of Liberty Media, F1 has reached 750 million fans and a young and diverse audience. TAG Heuer reaffirms its connection to the competition through branding, paddock activations and products inspired by the emotion of F1. As Antoine Pin, CEO of TAG Heuer, has said, time defines the winners, and this partnership promises new chapters in the rich history of sport and watchmaking.


Steve Mcqueen Tag Monaco Calibre 11
Steve Mcqueen Tag Monaco Calibre 11



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