TAG Heuer Returns as F1’s Official Timekeeper in 2025

TAG Heuer is making a dramatic return to Formula 1, taking over as the sport’s official timekeeper in 2025. The move ends Rolex’s decade-long run keeping time for the world’s fastest motorsport.

It’s a homecoming that’s been years in the making. TAG Heuer isn’t exactly a stranger to F1 – they were the sport’s timekeeper from 1992 to 2003, and they’ve been splashed across Red Bull Racing cars for years.

This isn’t just any ordinary sponsorship deal. The new partnership between F1 and luxury giant LVMH (TAG Heuer’s parent company) is worth a cool $100 million per year, adding up to a massive $1 billion over the next decade.

The timing couldn’t be better. F1 is celebrating its 75th anniversary in 2025, and they’re bringing back some old traditions with a modern twist.

Speaking of traditions, there’s more good news for F1 purists. Champagne is making its comeback to the podium celebrations. Moët & Chandon, another LVMH brand, will replace the Ferrari Trento prosecco that’s been sprayed by drivers since 2022.

LVMH is bringing serious luxury firepower to F1. The company owns some of the world’s most prestigious brands – think Louis Vuitton, Dior, and Marc Jacobs. This new deal suggests they’re betting big on F1’s growing global appeal.

The partnership kicks off officially on January 1, 2025, marking the start of what promises to be an exciting new era for Formula 1. For fans who remember TAG Heuer’s previous stint in F1, it’s like welcoming back an old friend. For newer followers, it’s a fresh chapter in the sport’s evolving story.

Albert Ramirez
Albert Ramirez
Albert Ramirez is a senior writer at F1Highlights.com. With a passion for motorsports, Albert brings a unique perspective to the world of Formula One. With over five years of experience as a sports reporter, he has honed his skills in capturing the essence of the sport.

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