
TAG Heuer returns to Formula 1. A loyal fan of motor racing, the brand has taken on the role of partner and official timekeeper, continuing its association with this sporting environment that is so much a part of its history. The Maison was the first luxury brand to have its logo appear on a Formula 1 car in 1969 and the first to sponsor a team in 1971
With 239 wins, 613 podiums, 9,471 points, 11 World Constructors’ Championships and 15 World Drivers’ Championships to its name through its associations with teams, its relationship with this sport has been one of the most striking partnerships in its history.
It was during the 1960s, as Formula 1 gained popularity, the Heuer would become intimately involved with the sport and the drivers. One of the first key moments came with Jochen Rindt, the celebrated Formula 1 driver who went on to win the 1970 World Drivers’ and Constructors’ Championships for Lotus posthumously.
Another major moment would occur in 1988 when a young, up-and-coming Brazilian driver named Ayrton Senna joined McLaren. From the following season on he wore TAG Heuer watches and continued to do so on his way to three World Drivers’ Championships. Senna unfortunately passed away in 1994, but his legacy with TAG Heuer lived on and the company still works with the Senna Foundation.
In 2016, TAG Heuer joined Red Bull, a team that in a short space of time left an indelible mark on Formula 1. The relationship between those two partners resulted in four World Drivers’ Championship titles thanks to the exceptional and generation defining talent of Max Verstappen, as well as two consecutive World Constructors’ Championships. TAG Heuer’s partnership with Oracle Red Bull will continue alongside its responsibilities as Official Timekeeper for Formula 1.
In recent years under Liberty Media’s ownership, Formula 1 has become one of the most culturally significant and successful sporting championships in the world, with 750 million fans worldwide, more than 90 million followers across social media and a fanbase that is becoming younger and more diverse with 42% of fans now women and 1 in 3 under 35 years old.
As the Official Timekeeper of Formula 1, TAG Heuer will have a significant presence both on and off the track, through trackside branding, Fan Zone and Paddock Club activations and new product ranges that encapsulate the drama and excitement of Formula 1. TAG Heuer will continue to enrich the magnificent history of Formula 1.
January 30, 2025