Tag Heuer back in Formula 1
Although the season has not yet started, F1 has received good news. Tag Heuer, the famous watch brand, will make its return to the sport. This decision follows the departure of Rolex several weeks ago.
A watch brand can hide another. Present since 2013, Rolex, the famous Swiss brand and official timekeeper of Formula 1, decided many months ago to end its collaboration with the pinnacle of motorsport. A painful change that has just been settled. Indeed, Formula 1 has just announced a 10-year partnership with the watch brand Tag Heuer. For this Swiss company, which belongs to the French group LVMH, this will be a return after having been part of the Formula 1 world in the past.
A brand rooted in this sport for decades
TAG Heuer made its first appearance in Formula 1 in 1969 for Ferrari, which was looking for a stopwatch for its Fiorano tests. Between 1971 and 1979, it was one of the main sponsors of the prancing horse team. After the end of this association, the Swiss watch brand remained in the discipline, this time with Porsche. It notably played an important role in the design of the TAG engines used by McLaren in the late 1980s, which contributed to its success.
After 30 years of a successful collaboration with the Woking team, TAG Heuer joined Red Bull in 2016 as the official timekeeper, official watch, and performance partner of the Austrian team. With the arrival of TAG Heuer, F1 seeks to reconnect with its past while preparing for the future. A directive that appeals to CEO Stefano Domenicali. « I am delighted to welcome TAG Heuer as the official timekeeper of Formula 1 as they embark on a new stage of their long history in our sport. With their focus on innovation, precision, and excellence, they are a natural partner, and I look forward to seeing how our shared heritage can tell new stories for the future as we celebrate our 75th anniversary. »
Approving remarks shared by Antoine Pin, CEO of TAG Heuer: « In a sport defined by mental resilience, physical strength, strategy, innovation, and performance, it is 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 associated with what defines the winner: time. As Formula 1 and its exceptional team continue to build on the incredible work done to make this sport one of the greatest properties in the world of sports, we are thrilled to be part of this journey and create new stories to enrich TAG Heuer. »
TAG Heuer wants to leave its mark in F1
For the Swiss brand, this is not their first time in this role since they have already been the official timekeeper of F1 between 1992 and 2003. Nevertheless, the ever-growing popularity of the discipline worldwide requires new measures. TAG Heuer has already indicated that it will have a strong presence on the circuits and will offer numerous activities in the Fan Zones and the Paddock Club. Even before the season begins, acquiring this prestigious sponsor demonstrates F1’s desire to start a new chapter in its history.
