TAG Heuer Returns as Formula 1's Official Timekeeper to Celebrate 75 Years of Racing Excellence
As Formula 1 gears up to celebrate its 75th anniversary, a legendary partnership is being reignited. TAG Heuer, with a legacy deeply rooted in the high-octane world of motor racing, is officially returning as the sport’s Official Timekeeper in 2025. This revival marks a spectacular union of luxury, precision, innovation, and speed, embodying the very essence of Formula 1.
A Legacy in Time and Racing
TAG Heuer's history in Formula 1 spans more than seven decades. From timing groundbreaking moments to collaborating with iconic drivers and teams, the brand's imprint on the sport is unmistakable. “With decades of history in F1 connecting us to the most successful drivers and teams of all time, we are honored and privileged to be the name connected to the very thing that defines the winner: time,” says Antoine Pin, CEO of TAG Heuer.
Formula 1’s Meteoric Rise
Under Liberty Media's stewardship, Formula 1 has transformed into a global cultural phenomenon. The sport boasts a massive 750 million fans worldwide, over 90 million social media followers, and an increasingly diverse audience. Women now make up 42% of the fanbase, and 1 in 3 fans are under 35 years old.
The 2024 season was a testament to F1’s growing allure, captivating 1.5 billion viewers in a nail-biting battle between McLaren and Ferrari for the Constructors’ Championship in Abu Dhabi. The combination of thrilling racing and a broader, more inclusive fanbase makes this the perfect time for TAG Heuer’s return.
The Perfect Partnership
In the words of Stefano Domenicali, President and CEO of Formula 1, “With their focus on innovation, accuracy, and excellence, [TAG Heuer] are a natural partner. I am excited to see how our intertwining heritage can tell new stories for the future as we celebrate our 75th year.”
As the Official Timekeeper, TAG Heuer will have a prominent presence both on and off the track. Fans can expect to see the brand through trackside branding, exclusive Paddock Club activations, and fan-centric experiences in Formula 1’s Fan Zone. Additionally, TAG Heuer plans to launch new product ranges inspired by the drama and excitement of the sport.
Looking Ahead
The collaboration between TAG Heuer and Formula 1 is more than just a partnership; it’s the continuation of a shared legacy. With a deep respect for history and an eye on the future, TAG Heuer is poised to enhance the magic of Formula 1’s 75th anniversary celebrations.
As the 2025 season approaches, the world eagerly anticipates the next chapter in this iconic partnership. Together, TAG Heuer and Formula 1 are set to redefine timekeeping, innovation, and performance in motorsport, all while creating unforgettable moments on and off the track.
By Deepti Chandak for Luxpresso Magazine
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