TAG Heuer Returns to Formula 1 as Official Timekeeper
The comeback of TAG Heuer to Formula 1 marks one of the highlights of the sporting season. This year, as the Race celebrates its 75th anniversary, the brand once again takes on the role of Official Timekeeper. It is natural continuation of a shared story spanning decades of close collaboration between TAG Heuer and Formula 1.
In 1969 the TAG Heuer logo first appeared on a Formula 1 car, and in 1971 the company became the first sponsor of the Scuderia Ferrari team. In partnership with leading teams, TAG Heuer has since been part of 239 victories, 613 podiums, 9,471 points, 11 Constructors’ Cups and 15 World Drivers’ Championships. It is one of the most successful partnerships in the history of the Championship.
A common vision connects TAG Heuer and Formula 1 no less than the track itself: precise engineering, advanced technologies, avant-garde materials, the pursuit of excellence and the constant challenge of pushing boundaries. “In this sport, where everything depends on mental strength, physical power, strategy, innovation and flawless execution, TAG Heuer naturally plays a key role as Official Timekeeper,” notes Frédéric Arnault, CEO of TAG Heuer. “For decades, our partnership with Formula 1 has been linked to the most successful drivers and teams of all time. We are proud that our name has become synonymous with the ultimate measure of victory - time. Today, as Formula 1 continues to evolve as a global sporting phenomenon, we are honored to once again be part of this journey, enriching TAG Heuer’s heritage with new stories.”
Stefano Domenicali, President and CEO of Formula 1, emphasised: “It is a big privilege for us to have a partner that has been an integral part of Formula 1 for decades, a name inseparably connected with legends past and present, a partner that has so much to say about our sport and fully shares our values. The brand’s commitment to innovations, precision and excellence naturally makes TAG Heuer the Official Timekeeper of Formula 1. I look forward with excitement to how our shared heritage will allow us to tell new stories about the future of Formula 1 in this anniversary season.”
The partnership with the Championship began in 1971, when TAG Heuer became the first watchmaker to join forces with Scuderia Ferrari. It was a deliberate contribution to the development of motorsport and timekeeping. TAG Heuer’s expertise in chronographs brought time measurement to the precision required by the Grand Prix: from 1992 to 2003, the brand served as Official Timekeeper of the races, and now continues that tradition once again.
The story of TAG Heuer is written by people for whom speed is a part of life. “Time never stops. Why should we?” - as Jack Heuer, visionary and Honorary President of the brand, loved to say. His friendships with legendary drivers, such as Niki Lauda, Clay Regazzoni and Jo Siffert, were born of a shared passion for speed and the pursuit of new horizons in the name of motorsport’s progress. Ayrton Senna was for many years a TAG Heuer ambassador; his words “I am not designed to come second or third. I am designed to win” became the foundation of the global campaign “Designed to Win”. The signature LINK bracelet, favoured by Senna, remains today a symbol of the brand’s character.
By returning as Official Timekeeper of Formula 1, TAG Heuer underlines its competitive spirit and mission to master time and use it to the fullest. This message also finds expression in the new releases: the TAG Heuer Formula 1 Solargraph collection brings together nine updated models, three core pieces and six limited editions in 38 mm cases, with striking color combinations inspired by Formula 1 liveries and enhanced ergonomics. For the first time in the collection, the Solargraph solar movement provides extended autonomy without recharging. The introduction of the TH-Polylight material marks a technological step forward: lightweight and ultra-durable, it broadens the color palette and enhances comfort. A redesigned bi-directional bezel adds functionality, while the mechanical click when rotated provides precise tactile feedback. The collection’s design feels equally at home on the track and in the city, translating the energy of motorsport into everyday rhythm.
Italdizain is the exclusive distributor of TAG Heuer in Azerbaijan. TAG Heuer timepieces are available at Royal Collection boutiques at the following addresses: 4 May 28 Street, 5B Niyazi Street, 3 Aziz Aliyev Street, Baku, Azerbaijan. For enquiries: +994 (12) 498-00-53, +994 (12) 492-76-42, +994 (10) 256 97 79.
More information about TAG Heuer and its collections is available at: https://italdizain.az/en/brands/tag-heuer