Tag Heuer has returned as the official timekeeper of formula 1 ahead of the 2025 season.

The partnership begins as the sport’s 10-year partnership with LVMH (Moët Hennessy Louis Vuitton) commences in 2025. LVMH had acquired Tag Heuer in 1999.

Tag Heuer's partnership with F1 had kicked off in 1971 as it had its logo on the Ferrari F1 car.

Heuer’s electronics division developed the Centigraph, a timing system used by Ferrari racing team. Other racing teams like McLaren followed and became customers. The relation with McLaren came to an end after 30 years and in 2016, Tag Heuer partnered with Red Bull.

It now replaces Rolex as the official timekeeper of F1.

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.”

Antoine Pin, CEO, Tag Heuer, added, “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. With decades of history in F1 connecting us to the most successful drivers and teams of all time, we are honoured and privileged to be the name connected to the very thing that defines the winner: time. As Formula 1 and their exceptional team continue to build on the amazing work that has been done to create one of the greatest properties in sport, we are excited to be part of the journey and create new stories to enrich TAG Heuer.”