In tandem with Formula 1’s 75th anniversary, TAG Heuer has returned to become an official partner and timekeeper — as part of the historic, decades-long deal with LVMH Moët Hennessy Louis Vuitton.
The renewal of the multiyear partnership builds upon decades of shared history between the joint brands. In 1969, TAG Heuer was the first luxury company to have its logo on a Formula 1 car and the first brand to sponsor a team in 1971. Throughout the sport, the brand is one of the most successful, with 11 World Constructors Championships and 15 World Driver Championships in association with teams.
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The watch company said that the partnership between the two embodies a shared synergy through its dedication to “precision engineering, cutting-edge technology, avant-garde materials and accuracy.”
Antoine Pin, chief executive officer of TAG Heuer, told Fairchild Studio that the history of TAG Heuer traces nearly as old as Formula 1 itself, with drivers such as Jochen Rind, Ayrton Senna, Miki Häkkinen, Lewis Hamilton and Max Verstappen wearing the brand’s watches over the years. Previously, TAG Heuer has been a partner of Scuderia Ferrari, McLaren and now Oracle Red Bull Racing, alongside its Formula 1 partnership.
With TAG Heuer’s longstanding ties to Senna throughout his three Driver Championship wins, the company still works with the Senna Foundation; the two have collaborated on creating watches in tribute to the late driver and with the Netflix series “Senna” where ambassador Gabriel Leone played Senna and featured heritage TAG Heuer watches in the show.
Most notably, then-chief executive officer Jack Heuer helped redefine the world of sports marketing in motorsport. Heuer met Jo Siffert and struck a deal in 1969 for the driver to promote TAG Heuer’s Calibre 11 automatic chronograph by putting a logo on Siffert’s Lotus 49B and a brand shield on his race suit.
Over the years, TAG Heuer has pulled from its historical ties to motorsports to create offerings for the modern-day consumer. Aptly, the brand launched its TAG Heuer Formula 1 watch in 1986. The newest Formula 1 collection with its Solograph was presented at the 2025 Watches & Wonders in Geneva and was inspired by the original series from 1986.
“As the first models to wear the TAG Heuer name, it is an important part of our history and has become a cultural icon,” said Pin. “Encapsulating the zeitgeist of the late 1980s and early 1990s, the bright colors, distinctive design and innovative materials resonated with owners in period and collectors today. By taking the essence of what made the original watches so special and using them as a basis to create a brand new, modern watch with its perfect 38mm case size, Solargraph movement and wonderful design at an amazing price point, it really is an incredible addition to our portfolio.”
Once again, TAG Heuer is slated to have an activation during the Miami Grand Prix race weekend — Pin also noted that the U.S. remains the brand’s number-one market. Last year, the chronograph brand had a successful activation alongside the launch of its Kith collaboration.
“We are the watchmaker of Formula 1, connected to nearly every great driver and team that has existed in the sport. TAG Heuer has been historically associated with Formula 1 as we have been timekeepers in the past and we are coming back to our roots — it’s about reclaiming our rightful place in a sport that has been part of our DNA for 60 years. Formula 1 is a natural territory of expression for the brand. This sport encapsulates what the brand stands for and our core values: the quest for performance, pushing our own limits and mental strength,” concluded Pin.
To learn more, visit tagheuer.com.