TAG Heuer has officially replaced the decade role of Rolex, signing a 10-year contract with the world-famous sport as its new official timekeeper.
Stefano Domenicali, President and CEO, Formula 1, said:
“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. 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.”
Rolex
The decision behind Rolex’s departure from being the official partner of Formula 1 was considered to be a strategic shift in its sponsorship approach. Rolex has been F1’s official timekeeper since 2013 and due to TAG’ huer’s new 10-year signing, Rolex’s 10 years have most likely expired and therefore F1 decided for a change. Rolex chose not to renew its exclusive deal as the brand insists on focusing on high-profile partnerships rather than individual teams and events. Considering Rolex’s target audience which is notably prestigious motorsport events like the Monaco Grand Prix as well as top-tier teams such as the Mercedes-AMG Petronas, which align with the brand’s existing global presence.
Over the years as Formula 1 expanded under Liberty Media’s ownership, the sport has attracted a wide range of sponsors, leading to a competitive sector for luxury brands. Despite Rolex’s move from the Champion-wide role, it still ensures that it maintains its presence within motorsport.
TAG Heuer
TAG Heuer holds a pioneering legacy in Formula 1, becoming the first luxury brand to feature its logo on a Formula 1 car in 1969. TAG Heuer’s relationship with Formula 1 began in 1971 when Ferrari was on the urge for a timing system involving their new Fiorano test track in Italy. Ferrari chose Heuer, the brand’s name at the time, and that specific partnership lasted until 1979. In 1985, TAG Heuer began a new collaboration with McLaren, which went on to be the longest-lasting partnership in Formula 1 History with 30 years. During this time, legends like Ayrton Senna, Mika Häkkinen, and Lewis Hamilton raced for McLaren. After 30 years of collaboration, the partnership ended, but in 2016, TAG Heuer signed a new agreement with Red Bull Racing.
Over the years, TAG Heuer has amassed 230 wins, 595 podiums, 8,882 points, 11 World Constructors’ Championships, and 14 World Drivers’ Championships, making it one of the most successful brands in Formula 1 history through its partnerships with teams.
Formula 1 has become the most successful sporting championship worldwide. With 750 million fans Globally, 90 million followers on social media, the 2024 season was a record-breaker with 1.5 billion viewers drawn in for the dramatic finale, where Mclaren and Ferrari fought tooth and nail for the Constructor’s Championship in a thrilling race in AbuDhabi.
The refreshed partnership will ensure TAG Heuer’s presence is prominently displayed both on and off the track, featuring trackside branding, fan zone activations, and exclusive Paddock Club experiences. In addition, the brand is set to introduce a range of products inspired by the thrill of Formula 1 racing.
Written By: Eva Pocrnja
Published: 4th of February 2025