The grid is set. The lights are out. The engines scream to life. And now, time itself belongs once again to a name that shaped the very pulse of Formula 1: TAG Heuer.
For the first time in over two decades, TAG Heuer has officially returned as the Official Timekeeper of Formula 1, reclaiming a title it once helped define. Announced ahead of the 2025 season, the Swiss watchmaker signed a 10-year global partnership with Formula 1 under LVMH, stepping back into a role it last held between 1992 and 2003.
The timing of this comeback couldn’t be more fitting. Formula 1 celebrates its 75th anniversary, and TAG Heuer is marking the occasion with more than just branding.
They’re not just putting their name on the clocks, they’re bringing the clocks.
The Road That Got Us Here
Let’s rewind to the golden age of motorsport. In 1969, Heuer became the first luxury watch brand to sponsor a Formula 1 team, proudly emblazoned on Ferrari liveries. The partnership gave birth to iconic racing watches like the original Monaco and the Autavia, timepieces that didn’t just sit on wrists, but lived on the track.
Through the 1980s and 1990s, TAG Heuer continued to write history alongside McLaren, Ayrton Senna, and the turbocharged era of performance. And between 1992 and 2003, TAG Heuer held the title of Official Timekeeper of Formula 1, an era defined by analog brilliance, telemetry breakthroughs, and mechanical mastery.
This isn’t TAG entering a new space, it’s the house returning to the very circuit it helped build.
Melbourne: The Comeback Unfolds on Track
The comeback began where it matters most: the pit lane. At the 2025 Australian Grand Prix, TAG Heuer made its return with the debut of 1.2-meter LED-lit pit clocks, replacing Rolex branding with bold red bezels and synchronized aluminum hands powered by network-linked precision.
Their presence wasn’t subtle. From branded pedestrian bridges to paddock VIP towers to driver wrist shots, the comeback was loud, visual, and undeniable. Max Verstappen sported a Monaco Split-Seconds Chronograph. Liam Lawson was seen wearing the Formula 1 Red Bull Racing Chronograph. TAG Heuer wasn’t just back, they were everywhere.
Precision Reimagined: The New F1 Timepieces
TAG Heuer returned to Formula 1 not just with timing systems, but with a full-throttle watch collection that speaks to every tier of the collector community:
1. Monaco Split-Seconds Chronograph | F1®
White ceramic case, translucent red sapphire dial
Powered by the TH81-00 split-seconds movement, 65-hour power reserve, 5Hz frequency
Limited to 10 pieces worldwide
A showcase of elite horology and a trophy on the wrist for racing purists
2. Formula 1 Solargraph (38mm)
Solar-powered TH50-00 quartz movement with 10-month power reserve
Released in nine vibrant colorways tied to global Grands Prix (Miami, Monza, Singapore, and more)
Inspired by the original 1980s F1 line; accessible, bold, unmistakably racing
3. Calibre 16 Formula 1 Chronograph (44mm)
Titanium or DLC-coated steel cases with tachymeter bezels
Bold color-coded indexes, Red Bull edition with carbon-fiber inserts
Built for performance and everyday wear with motorsport edge
These are TAG Heuer Formula 1 Luxury Timepieces engineered with precision, designed with attitude, and released in sync with the racing calendar.
Voices That Matter: What the CEOs Are Saying
“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.”
— Antoine Pin, CEO of TAG Heuer
“With their focus on innovation, accuracy, and excellence, they are a natural partner in our journey forward.”
— Stefano Domenicali, CEO of Formula 1
When the heads of two global forces speak with such conviction, it’s not PR fluff, it’s strategy, and it’s a sign that this partnership goes far beyond logos; it’s about co-writing the next chapter of modern motorsport timing.
Why This Moment Matters
TAG Heuer now defines the pulse of Formula 1 once more, on-screen, on-wrist, and on-track. This partnership is a full takeover of precision culture, with watches that embody everything the sport represents: adrenaline, performance, innovation, and identity.
For collectors, this moment is monumental. The TAG Heuer Formula 1 News cycle isn’t about marketing; it’s about legacy in motion. From the ultra-limited Monaco Split-Seconds to the Solargraph designed for daily track-inspired wear, each piece ties you to the fastest sport on earth.
