Tag Heuer – Formula 1
With a rich history in Formula 1 spanning over seven decades, 2025 marks the revival of a special partnership between Tag Heuer and Formula 1, an association that embodies luxury, precision, innovation, performance and speed.
In recent years under Liberty Media’s ownership, Formula 1 has become one of the most culturally significant and successful sporting championships in the world, with 750 million fans worldwide, more than 90 million followers across social media and a fanbase that is becoming younger and more diverse with 42% of fans now women and 1 in 3 under 35 years old. The 2024 season saw 1.5 billion viewers tune into an epic season, where the wheel-to-wheel racing went down to the wire in an incredible battle between McLaren and Ferrari for the Constructors’ Championship in Abu Dhabi.
“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. As Formula 1 and their exceptional team continue to build on the amazing work that has been done to create one of the greatest properties in sport, we are excited to be part of the journey and create new stories to enrich TAG Heuer,” said Antoine Pin,CEO of TAG Heuer.
2025 will mark the beginning of a spectacular new era in the multi-decade story between TAG Heuer and Formula 1. As the Official Timekeeper of Formula 1, TAG Heuer will have a significant presence both on and off the track, through trackside branding, Fan Zone and Paddock Club activations and new product ranges that encapsulate the drama and excitement of Formula 1. TAG Heuer will continue to enrich the magnificent history of Formula 1.
