TAG Heuer, a brand long associated with Formula 1, is set to officially return as the timekeeper for the premier class in 2025, replacing Swiss watch brand Rolex. The partnership is slated to last for ten years. TAG Heuer is celebrating its return with a video that takes a brief dive into F1 history.
TAG Heuer previously collaborated with Formula 1 between 1992 and 2003, and has been a sponsor of Red Bull Racing since 2016. Although the Swiss brand has never truly left the premier class, Formula 1 CEO Stefano Domenicali sees the partnership entering a new phase in 2025.
“With their focus on innovation, precision, and excellence, (TAG Heuer) is a logical partner,” the Italian said in a press release. “I am curious to see how our history can create new stories for the future as we celebrate our 75th year.”
Homecoming
TAG Heuer is celebrating its return with a video on their social media channels. In it, the watch brand looks back on the history of Formula 1 sport. Among others, world champions Ayrton Senna, Alain Prost, and Max Verstappen are featured.
“With our return to the role of timekeeper for Formula 1 in 2025, we are not just coming back – we are coming home,” writes the Swiss brand. “We are back where we belong. Ready to achieve new victories and celebrate the adrenaline that drives champions to greatness.”
