Sometimes, they come back – Starting in 2025, it will no longer be ROLEX keeping time during Formula 1 race weekends; the role will return to TAG Heuer.
It’s official: 2025 will be a year full of changes for Formula 1. Since January 1 of this year, Lewis Hamilton has officially joined the Scuderia Ferrari team, while Carlos Sainz began his adventure with the Williams team, and many new faces will join the veterans on the track. Also not to be forgotten is the already-anticipated four-way battle, which seems to have been hinted at during the last Grand Prix of the previous season at Yas Marina.
Adding to the bundle of novelties both on and off the track in this special year for Formula 1 is the return of TAG Heuer. Starting from the Australian Grand Prix, taking place from March 14 to 16, 2025, TAG Heuer will once again serve as the official timekeeper of Formula 1, replacing Rolex. The Swiss brand will mark the time for the various sessions of the top-tier motorsport category, coinciding with the 75th anniversary of the championship and the beginning of the decade-long partnership with the LVMH group, which was announced in early October of last year.
Furthermore, TAG Heuer is one of the most successful brands associated with the world of Formula 1, having a strong link to Scuderia Ferrari when, in 1971, they chose the Swiss company for the timing system at the Fiorano track, and then, a decade later with McLaren, forming an alliance with drivers like Ayrton Senna, Mika Häkkinen, and Lewis Hamilton. More recently, TAG Heuer became a sponsor of the Red Bull team.
“I am pleased to welcome TAG Heuer as the Official Timekeeper of Formula 1 as they begin the next phase of their long history in our sport,” said Stefano Domenicali, President and CEO of F1, highlighting key characteristics that make TAG Heuer an exceptional collaborator. “With their focus on innovation, precision, and excellence, they are a natural partner, and I am excited to see how our intertwined heritage will tell new stories for the future as we celebrate our 75th anniversary.”
Antoine Pin, CEO of TAG Heuer, also made enthusiastic remarks: “In a sport defined by mental resilience, physical strength, strategy, innovation, and performance, it’s only natural for TAG Heuer to be at the heart of Formula 1 as the Official Timekeeper.”
“With decades of history in F1 connecting us to the most successful drivers and teams of all time, we are honored and privileged to be the name associated with what defines a winner: time. As Formula 1 and their exceptional team continue to build on the extraordinary work that has been done to create one of the largest properties in sport, we are excited to be part of this journey and to create new stories to enrich TAG Heuer ,” added the CEO of the Swiss brand, emphasizing the historic collaboration between the brand and the premier motorsport category.
Photo: Oracle Red Bull Racing, Formula 1.
