F1 News
This luxury brand returns to F1 as official timekeeper from 2025
- Nicole Mulder
TAG Heuer will take the wheel to become Formula 1's official timekeeper again starting in 2025, marking the end of the sport's partnership with Rolex, which has held the role since 2013.
TAG Heuer returns to F1
In 2024, Formula 1 announced a new partnership with LVMH Group, which owns a portfolio of prestigious luxury brands, including TAG Heuer. The watchmaker will return as F1's official timekeeper starting with the 2025 season, a role it previously held from 1992 to 2003. This marks a new chapter for TAG Heuer, a prominent sponsor of Red Bull Racing cars for many years.
The 10-year deal between F1 and LVMH officially began on January 1, 2025, and is reportedly worth $100 million annually, totalling $1 billion throughout the agreement. The partnership coincides with F1's 75th anniversary in the upcoming season. LVMH, a global luxury conglomerate, owns a diverse range of brands across fashion, leather goods, perfumes, cosmetics, watches, and jewellery. Some of its other well-known labels include Dior, Marc Jacobs, Louis Vuitton, and Moët & Chandon.
Champagne returns to Formula 1
As Moët & Chandon is owned by LVMH, its champagne will return to the stage in 2025. Traditional champagne was replaced by prosecco in 2022. This was made by Italy's Ferrari Trento. That deal expired in 2025, allowing the arrival of a new (or old) champagne supplier.
@tagheuer Rev up your engines and start the new year with a bang. TAG Heuer is back as the Official Timekeeper of @f1. Again! #TAGHeuer #Formula1 ♬ original sound - tagheuer
This article was written in collaboration with Toby Nixon
Want more Formula 1? Then follow GPblog on our various social media channels too!