Rumors have been circulating for weeks that TAG Heuer will replace Rolex as the official timekeeper and sponsor of Formula 1. According to these rumors, TAG Heuer’s parent company LVMH plans to take over this prestigious position starting in January 2025, installing TAG Heuer as the new advertising face of the sport. Some reports claim that the luxury goods conglomerate plans to spend $150 million per year on the deal. It’s not surprising that TAG Heuer is being considered. After all, the brand is historically rooted in motorsports and has ties to a number of other athletic competitions. Let’s take a look at why TAG Heuer would be a great candidate to be the official timekeeper of Formula 1.
TAG Heuer Racing Partnerships
Formula 1 Partnerships
Formula 1 is far from new territory for TAG Heuer. The brand has been a sponsor and timekeeper of the sport since the 1970s. Today, TAG Heuer sponsors the F1 Oracle Red Bull Racing Team and has been the Official Watch of the Monaco Grand Prix since 2011.
Formula E Partner and Timekeeper
TAG Heuer has been a supporter of the ABB FIA Formula E Championship since its inception in 2014, and has been the official timekeeper and sponsor of the event for many years. As its name suggests, Formula E is the electric version of the legendary Formula 1. Formula E sees teams from manufacturers such as Porsche, BMW, Audi, Jaguar, and Mercedes compete against each other, designing world-class electric racing carsfor the series. Formula E was founded by none other than Jean Todt, the former French racing driver and Ferrari F1 team boss.
The TAG Heuer Porsche Formula E Team
Since the 2019/2020 season, TAG Heuer has been sending its own Formula E team into the series in cooperation with the sports car manufacturer Porsche. The collaboration between the two industry experts was initiated by former TAG Heuer President and “watch pope” Jean-Claude Biver, who also considers Porsche to be the best car manufacturer. The 2022/2023 season was the team’s most successful to date, with seven podium finishes, including four first places.
Indy 500, Panamericana, and the Porsche Carrera Cup
Formula 1 and Formula E aren’t the only motorsport events where you’ll see TAG Heuer. The watchmaker has served as timekeeper and scorekeeper at the classic Indianapolis 500 for 20 years, sponsors several teams in the legendary Carrera Panamericana, and is a sponsor of the Porsche Carrera Cup. With such close ties to racing, it’s not surprising that many drivers wear the brand’s watches. From legends like Juan Manuel Fangio and Ayrton Senna to current top drivers like Max Verstappen, they all appreciate the quality and reliability of TAG Heuer watches. Particularly popular timepieces include those from the TAG Heuer Formula 1 collection such as the Formula 1 Chronograph x Senna, the Formula 1 Chronograph x Indy 500, or the Formula 1 x Kith.
Tennis, Golf, and Water Sports
You’ll also see TAG Heuer at other sporting events. For example, the Swiss manufacturer has a long-standing partnership with the Porsche Tennis Grand Prix. It’s also a long-standing partner of the Lawn Tennis Association, the British governing body for the sport. TAG Heuer also sponsors today’s top athletes. Multiple Grand Slam winner Naomi Osaka is one of them. Her perfect match: a TAG Heuer Aquaracer.
TAG Heuer is at home on the golf course, having partnered with Golf Australia and the ISPS HANDA Australian Open for many years. It’s even launched a special golf version of its TAG Heuer Connected smartwatch, which is equipped with an app that analyzes your swing, records your score, and provides maps of over 40,000 golf courses worldwide. TAG Heuer isn’t afraid to get wet either, supporting athletes such as Summer McIntosh, the current world record holder in the 400-meter individual medley, or the exceptional surfer Kai Lenny, considered one of the most talented all-round water sports athletes of our time. TAG Heuer is also deeply involved in sailing. After years of partnership with the prestigious America’s Cup and Team Oracle, the brand is now part of the FlyingNikka project, a high-performance racing yacht that is the first in its class to use foils. These act like wings, allowing the boat to “fly” over the water at up to 40 knots. The TAG Heuer Aquaracer Professional 200 Solargraphis the perfect horological complement to this sporting activity.
TAG Heuer in Hollywood
TAG Heuer is no stranger to Hollywood. Its long tradition in Tinseltown dates back to Steve McQueen, who wore a (TAG) Heuer Monaco in the movie Le Mans, making the square timepiece an instant classic.
Today, Hollywood stars such as Patrick Dempsey, Alexandra Daddario and Ryan Gosling are TAG Heuer brand ambassadors. You’ll see their wrists adorned with TAG Heuer classics like the Carrera Chronograph, Autavia, or Monaco.
