AG Heuer was the first luxury brand to have its logo appear on a Formula 1 car in 1969, the first to sponsor a team in 1971 and, with 239 wins, 613 podiums, 9,471 points, 11 World Constructors’ Championships, 15 World Drivers’ Championships to its name through its associations with teams, it is one of the most successful brands in history to be associated with Formula 1.

The partnership between TAG Heuer and Formula 1 embodies a shared philosophy between the two iconic brands that goes beyond racing, through a dedication to precision engineering, cutting edge technology and avant-garde materials, accuracy and an unbreakable commitment to surpass your own personal best represent.

A Multi-Decade Connection

Founded in 1860, TAG Heuer forged a reputation as a manufacturer of timekeeping devises early in its history and presented the first-ever dashboard mounted chronograph in 1911. In 1916 the company would debut the first stopwatch accurate to 1/100th of a second, the Mikrograph, becoming the standard in high precision timekeeping for sport. In the 1950s, during the early years of Formula 1, Heuer, as it was then known, decided it would only make chronograph wristwatches, positioning itself as the watch for those who time mattered the most.

It would be 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 would be Jochen Rindt, the celebrated Formula 1 driver who would go on to win the 1970 World Drivers’ and Constructors’ Championships for Lotus posthumously, wearing a Heuer Autavia reference 2446 during his racing career.

A pivotal moment would occur when Jack Heuer, then CEO of the family company, encountered a young, talented driver called Jo Siffert, from Fribourg in Switzerland. A deal was struck for Siffert to help to promote and support the launch of the revolutionary Calibre 11 automatic chronograph by placing a logo on his Rob Walker Lotus 49B he would race during the 1969 season and having the Heuer shield on his race suit as well as wearing a reference 1163 Autavia with white dial powered by the new movement.

This would represent the first time a watchmaker or any luxury brand outside of the traditional automotive suppliers would sponsor a driver in Formula 1 and see their logo featured on a car. It would be just the beginning of a revolutionary strategy from Jack Heuer that would redefine sports marketing around motor racing.

Working with Scuderia Ferrari and McLaren

In 1971, Ferrari was looking for a timing system for their new test track, Fiorano in Italy, the first purpose-built facility for a manufacturer. As the world’s leading producer of timekeeping equipment Heuer was a natural choice and the company developed a new device called the Le Mans Centigraph to allow the team to time their new cars and drivers at the facility.

The Le Mans Centigraph and its famous operator, Heuer employee Jean Campiche, a legend in the world of motorsport timekeeping nicknamed the “Pianist”, would travel the world with the team and provide independent timekeeping from the pit wall, helping Ferrari win the World Drivers’ and Constructors’ Championships in 1975 with Niki Lauda. Once other teams saw the success of the solution, including BRM, McLaren, Surtees and others, they were keen to acquire their own.

Heuer’s relationship with Ferrari would run until 1979, before continuing their team partnership with McLaren, that would go on to be one of the longest in Formula 1 history. In 1985 Heuer would be acquired by Techniques d’Avant Garde Group, which was also the owner of the McLaren Formula 1 team.

This would not only give the company its new name, TAG Heuer, but also meant that their new logo would appear on the windscreen of the MP4/2C that would win the World Drivers’ Championship with Alain Prost in 1986.

In the same year, a revolutionary new watch would be launched by the brand with an incredible fitting name: the TAG Heuer Formula 1. The model would go on to become a cultural force, with its revolutionary brightly coloured cases, straps and dials, it was incredible successful, not only confirming the incredible link of TAG Heuer to motorsport but becoming the must have watch of the era.

Another major moment would occur in 1988 when a young, up-and-coming Brazilian driver named Ayrton Senna would join McLaren.

From the following season he would wear TAG Heuer watches and would continue to do so on his way to three World Drivers’ Championships. Senna would unfortunately pass away in 1994, but his legacy with TAG Heuer would continue.

The company still works with the Senna Foundation, embracing the competitive spirit and personal values that make Senna a global icon to many.

In 1992 TAG Heuer would strike a deal to become Official Timekeeping partner for Formula 1, utilising its incredible expertise to enhance and develop the precision and reliability of the timing solutions present in the sport. As well as data capture and processing, the system would also provide a new dimension to the entertainment for viewers at home, and the TAG Heuer logo that would be shared on TV screens around the world would become a defining visual of the sport.

The Modern Era

TAG Heuer would be a part of two more World Drivers’ Championship victories for McLaren in 1997 and 1998 thanks to Miki Häkkinen before the turn on the new millennium. The 2000s would be an incredible era for Formula 1 witness the transition from V10 to V8 engines, intensive rivalries between celebrated drivers, and future stars arriving in the paddock.

One of these new names to race for McLaren included the rare talent that was Lewis Hamilton, who would go on to have an incredible record in F1 and win his first World Drivers Championship in 2008 with a TAG Heuer on his wrist. In 2015, after 30 years of successful collaboration it was decided for TAG Heuer and McLaren to pursue different paths. For the 2016, TAG Heuer would join Red Bull, a team that in a short space of time would leave an indelible mark on Formula 1.

The relationship between TAG Heuer and Oracle Red Bull Racing would result in four World Drivers’ Championship 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.

A New Chapter

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. The 2024 season saw 1.5 billion viewers tune into an epic season, where the wheel-to-wheel racing went down to the wire in an incredible battle between McLaren and Ferrari for the Constructors’ Championship in Abu Dhabi.

With its proud history in motor racing and timekeeping, coupled with the sport’s growing popularity, TAG Heuer is excited to return as the Official Timekeeper for Formula 1.

“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” said Antoine Pin, CEO of TAG Heuer. “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.”

“To have a company that has been synonymous with Formula 1 for decades, a name that is associated with the legends of past and present, and that has so many stories to tell around our sport and embraces our values in such a complete way, is a great privilege. With their focus on innovation, accuracy and excellence, TAG Heuer is a natural partner as Official Timekeeper of Formula 1, and I am excited to see how our intertwining heritage can tell new stories for the future as we celebrate our 75th year”, Stefano Domenicali, President and CEO, Formula 1.

2025 will mark the beginning of a spectacular new era in the multi-decade story between TAG Heuer and Formula 1. 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.