LVMH -owned TAG Heuer is officially returning as Formula 1 ‘s official timekeeper. Starting in 2025, the watch brand has signed a 10-year with F1, replacing Swiss watchmaker and competitor Rolex . The sponsorship transfer kicks off just in time to celebrate F1’s 75th anniversary.
TAG Heuer was the first luxury brand to have its logo on a Formula 1 car back in 1969 and was also the first to sponsor a team in 1971. The brand continues to be one of the most successful brans in the sport, with a number of historic wins. In the press statement, Stefano Domenicali, president and CEO of Formula 1 said of the new partnership with TAG Heuer, “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.” Anotine Pin, CEO of TAG Heuer said, “In a sport defined by mental resilience, physical strength, strategy, innovation, and performance it is only natural for TAG Heuer to be at the very heart of Formula 1 as Official Timekeeper.” TAG Heuer will have a significan presence both on and off the track, as well as with trackside branding, Fan Zone and Paddock Club activations.
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