TAG Heuer returns as the Official Partner and Timekeeper of Formula 1, in the 75th anniversary year of the World Championship.
On the occasion of the 75th anniversary of Formula 1, TAG Heuer returns to the role of Official Timekeeper of the World Championship. The Swiss company has a long association with Formula 1, spanning more than seven decades. Suffice it to say that TAG Heuer was the first luxury brand to have its logo on a Formula 1 car (in 1969), the first to sponsor a team (in 1971) and, with 239 victories, 613 podiums, 9,471 points scored, 11 Constructors' World Championships and 15 Drivers' World Championships won, it is one of the most successful brands in the history of F1.
The collaboration between TAG Heuer and Formula 1 embodies a shared philosophy that goes beyond racing, through dedication to precision engineering, cutting-edge technology, innovative materials, the pursuit of precision and a commitment to pushing one's own limits.
Founded in 1860, TAG Heuer quickly established itself as a manufacturer of timing devices, presenting the first dashboard chronograph in 1911. Then, in 1916, the company launched the first stopwatch accurate to one hundredth of a second, the Mikrograph, which set the standard for high-precision sports timekeeping.
TAG Heuer and Formula 1: a special bond
The House of La Chaux-de-Fonds can boast a privileged relationship with the world of F1, thanks to important collaborations it has undertaken over the years.
In the 1960s, with the growing popularity of Formula 1, Heuer became closely associated with the racing teams and drivers. One of the key moments was the association with Jochen Rindt, posthumous winner of the 1970 World Drivers' Championship, who wore a Heuer Autavia during his career. A crucial moment occurred when Jack Heuer, then CEO of the family business, met Jo Siffert, young Swiss racing driver. An agreement was reached to promote the launch of the Calibre 11 automatic chronograph by placing the Heuer logo on both Siffert's Lotus 49B and the driver's racing suit during the 1969 season.
Then, in 1971, Ferrari was looking for a timing system for the new test track at Fiorano. Heuer then developed the device Le Mans Centigraph, which became a fundamental element for the Maranello company, contributing to Ferrari's successes in the 1970s, including the conquest of the 1975 World Drivers' and Constructors' Championship with Niki Lauda.
The Le Mans Centigraph measuring instrument and its famous user Jean Campiche, part of the Heuer team and nicknamed 'the pianist', travelled around the world to provide Scuderia Ferrari with a timekeeping device independent of the pit wall. When the other teams, including BRM, McLaren, Surtees and others, realised that the device was a key tool for achieving victories, they became interested in acquiring one for each. The partnership with Ferrari ended in 1979, continuing with McLaren, and resulting in one of the longest-lasting partnerships in Formula 1 history. Then, in 1985, Heuer was acquired by Techniques d'Avant Garde Group, owner of the McLaren team, leading to the birth of the TAG Heuer name.
TAG Heuer and McLaren, a winning partnership
The bond between the two brands lasted a good 30 years.
The TAG Heuer logo was emblazoned on the dashboard of Alain Prost's MP4/2C, which won the Drivers' World Championship in 1986. The same year saw the launch of a model destined to become an icon representative of TAG Heuer's link with motorsport: the TAG Heuer Formula 1. In 1988, Ayrton Senna joined McLaren, wearing watches from the Swiss manufacturer during his three World Drivers' Championships (1988, 1990 and 1991). The late Senna remained linked to the brand even after his tragic death in 1994, as TAG Heuer continues to collaborate with the Senna Foundation.
In 1992, the La Chaux-de-Fonds-based company became the Official Timekeeping Partner of Formula 1 (a role it held until 2003), using its expertise to develop the precision and reliability of the professional timing instruments used in Formula 1 from then on. TAG Heuer took part in McLaren's successes on the eve of the new millennium with the two World Championships in 1997 and 1998 won by Mika Häkkinen, as well as the World Championship won by Lewis Hamilton in 2008. In 2015, this 30-year partnership, the longest in F1 history, with McLaren came to an end. In 2016, TAG Heuer joined forces with Red Bull Racing, another partnership that led to victory. In fact, to date, there have been as many four World Drivers' Championships won by Max Verstappen, plus two consecutive Constructors' Championships. The company will continue to work with Red Bull Racing in parallel with its role as Official Timekeeper of Formula 1.
The new era of Formula 1
Thanks to Liberty Media, Formula 1 has expanded even further globally.
In recent years, under the ownership of Liberty Media, Formula 1 has achieved unprecedented cultural relevance, attracting a global audience of 1.5 billion viewers in 2024, with more than 90 million followers on social media. Furthermore, F1's fanbase is becoming younger and more diverse, with 42% of fans among the female audience and 1 in 3 under 35 years of age. "In a sport defined by mental resilience, physical strength, innovation and performance, it is only natural for TAG Heuer to return to Formula 1 with the role of Official Timekeeper," said Antoine Pin, CEO of the company. "With decades of history linking us to the victories and protagonists of the sport, it is an honour and a privilege to be the name linked to what defines the winner: time. We are excited to begin this new chapter and create new stories to enrich the TAG Heuer narrative "
"È It is a pleasure to welcome TAG Heuer as Official Timekeeper of Formula 1, debuting the new chapter in their long history in the sport. With their dedicated focus on innovation, precision and excellence, they are natural partners, and I look forward to seeing the future developments of two stories that have been mutually intersecting for decades, in the year in which we celebrate the 75th anniversary of Formula 1″, he added Stefano Domenicali, President and CEO of Formula 1.
