TAG Heuer replaces Rolex as F1 official timekeeper

Formula 1 has announced TAG Heuer as the first individual partner as part of its 10-year deal with LVMH.

Replacing Rolex, TAG Heuer becomes the championship's official timekeeper and branding will be used globally after LVMH struck a decade-long agreement to bring a number of its luxury brands to F1.

The partnership continues a long legacy for TAG Heuer in Formula 1, having first appeared as a sponsor in the sport 56 years ago. The brand already partners with Red Bull Racing and the Monaco Grand Prix.

“I am delighted to welcome TAG Heuer as the Official Timekeeper of Formula 1 as they start the next stage of their long history in our sport,” said F1 president and CEO Stefano Domenicali.

“With their focus on innovation, accuracy and excellence, they are a natural partner, and I am excited to see how our intertwining heritage can tell new stories for the future as we celebrate our 75th year.”

Announced in October, LVMH agreed to a 10-year global partnership with Liberty Media reported to be worth as much as $1billion.

The deal starts from the 2025 season onwards and includes LVMH brands becoming involved in hospitality, activations and limited editions, adding to the presence the company already has within F1.

TAG Heuer is a sponsor of Red Bull

Photo by: Mark Sutton / Motorsport Images

With claims the annual fee for having a plethora of sponsors on board will come in at the $100million mark, the deal would be worth a potential 11-figure sum for Formula 1.

The move is the latest venture into sport for LVMH, who also have sponsorship deals with the Olympics, Paralympics, Premier League, FIFA World Cup and the NFL.

“LVMH and Formula 1 are two global brands that consistently push the boundaries of creativity and innovation, values core to Liberty Media,” then-Liberty president Greg Maffei said at the time of the deal being announced.

TAG Heuer is the first of the LVMH ‘maisons’ to be announced for 2025 but Moet and Louis Vuitton are expected to be confirmed as partners in the coming weeks.

The relationship between F1 and the LVMH conglomerate flourished in recent years as the company’s Moet Hennessy brand sponsored the Las Vegas Grand Prix in 2023, a race promoted by F1 owners Liberty themselves.

“In a sport defined by mental resilience, physical strength, strategy, innovation and performance it is only natural for TAG Heuer to be at the very heart of Formula 1 as Official Timekeeper," said TAG Heuer CEO Antoine Pin. 

"With decades of history in F1 connecting us to the most successful drivers and teams of all time, we are honoured and privileged to be the name connected to the very thing that defines the winner: time."