TAG Heuer is back as the official timekeeper of Formula 1

From October 2024, a historic agreement between Formula 1 and the prestigious LVMH group was officially announced. This contract, signed for a period of 10 years, marks a strategic alliance between two giants in their respective worlds: motorsport and luxury. As part of this collaboration, TAG Heuer, one of the most iconic brands belonging to the LVMH conglomerate, assumed the role of official timekeeper of Formula 1 from January 2025.

Photo. TAG Heuer

This new stage not only represents a commercial alliance, but also the return of TAG Heuer to the heart of motor sport. The brand had already played a prominent role as official timekeeper in Formula 1 during the period from 1992 to 2003, consolidating its link with the top category of motorsport and reaffirming its prestige in the precise measurement of time.

For its part, Rolex, which had been associated with Formula 1 since 2013, bids farewell to the role of official timekeeper, leaving a notable legacy and a relationship spanning more than a decade. This change not only impacts the sporting landscape, but also highlights how luxury brands continue to see Formula 1 as an ideal global platform to project their values ​​of excellence, precision and innovation.

This long-term deal promises to usher in a new era for Formula 1, with LVMH bringing its vision of luxury and sophistication to the spectacle that captivates millions of fans around the world.