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TAG Heuer has officially been announced as the new timekeeper for Formula 1, beginning with the 2025 season.
NEW DELHI: TAG Heuer has officially been announced as the new timekeeper for Formula 1, beginning with the 2025 season. This partnership stems from a groundbreaking 10-year agreement with luxury powerhouse Louis Vuitton Moët Hennesy (LVMH), valued at a staggering $1 billion. The announcement marks a pivotal change, as TAG Heuer replaces Rolex, which served as Formula 1’s official timekeeper since 2013.
This major development coincides with Formula 1’s 75th anniversary, making it an opportune moment for both the racing world and TAG Heuer to celebrate their shared legacies. TAG Heuer is no stranger to Formula 1, having previously held the title of official timekeeper from 1992 to 2003. The Swiss watchmaker also boasts a long-standing association with some of the sport’s most iconic teams and drivers, including partnerships with McLaren and Red Bull Racing.
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The collaboration reflects the mutual values of precision, innovation, and performance that lie at the core of both TAG Heuer and Formula 1. Stefano Domenicali, President and CEO of Formula 1, expressed excitement over the deal, calling TAG Heuer a “natural partner” due to its emphasis on accuracy and excellence. He also highlighted how the partnership celebrates Formula 1’s rich heritage while paving the way for new stories and advancements in the sport.
Antoine Pin, CEO of TAG Heuer, echoed these sentiments, emphasizing the watchmaker’s historic ties to 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,” Pin stated. He further noted that the partnership reflects TAG Heuer’s passion for precision and its role in shaping moments where every fraction of a second counts.
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This agreement not only reaffirms TAG Heuer’s leadership in luxury watchmaking but also strengthens its position in the world of motorsport. The brand plans to leverage its expertise in precision timing to enhance the Formula 1 experience for fans and teams alike. Meanwhile, Formula 1 aims to use this collaboration to showcase the importance of innovation and cutting-edge technology in determining race outcomes.
As both organizations look to the future, the partnership promises to deliver thrilling advancements, memorable moments, and a celebration of excellence. With a shared history of pushing boundaries and breaking records, TAG Heuer and Formula 1 are set to redefine what it means to race against time.
