BREAKING: 2025 F1 Season Sees Rolex Replaced as New Watch B..

TAG Heuer Replaces Rolex as Official Timekeeper for 2025 Formula 1 Season in $1.5 Billion Deal

The 2025 Formula 1 season will usher in a major change in sponsorship, as TAG Heuer takes over from Rolex as the sport’s official timekeeper. This marks the end of Rolex’s decade-long association with F1, which began in 2013, and signals a new era as TAG Heuer returns to the prestigious role.

Beginning on January 1, 2025, TAG Heuer, part of the luxury LVMH Group, will officially resume its duties as Formula 1’s timekeeper. The company previously held this position from 1992 to 2003, and its return brings a sense of familiarity back to the sport. This new deal is not only significant in terms of history but also financially, with a staggering $1.5 billion contract that will run over the next ten years, translating to $150 million annually.

TAG Heuer’s deep roots in motorsports, particularly in Formula 1, are a key part of what makes this partnership so special. The brand has been a part of racing culture for decades, known for producing precision timepieces like the Micrograph and Microtimer, which were popular among racers in the 1960s and 1970s. The Swiss watchmaker’s long-standing connection to Formula 1 lends credibility to its return, which aligns with the sport’s 75th anniversary celebrations in 2025.

As part of these celebrations, Formula 1 will hold a special event on February 18, 2025, at London’s O2 Arena. All ten teams are expected to attend, unveiling their car liveries for the new season. Fans will also get the chance to interact with drivers and team representatives, making it a memorable occasion. This event marks the beginning of an exciting new chapter for Formula 1, coinciding with the return of TAG Heuer to its official timekeeper role.

While TAG Heuer steps into the spotlight, the deal also strengthens the relationship between Formula 1 and the LVMH Group, a global leader in luxury goods. LVMH owns a portfolio of iconic brands, including Louis Vuitton, Dior, and now TAG Heuer, further cementing the luxury image of Formula 1. Alongside TAG Heuer, Moët & Chandon, another LVMH-owned brand, will also make a comeback in 2025 as the champagne of choice for podium celebrations, replacing Ferrari Trento, which had been used since 2022 when Formula 1 switched to prosecco.

From a financial standpoint, the partnership between LVMH and Formula 1 highlights the strategic vision both entities share. With $1.5 billion committed over the next decade, the deal represents a significant investment in elevating the sport’s global appeal. Liberty Media president Greg Maffei emphasized that the agreement underscores the alignment of values between LVMH and Formula 1, ensuring that luxury branding continues to be seamlessly integrated into the fast-paced world of motorsports.

For TAG Heuer, this new partnership with Formula 1 will not impact its existing relationships within the sport. The watchmaker will continue to sponsor Red Bull Racing and maintain its ties with the Monaco Grand Prix, ensuring its presence remains strong at both the team and event levels.

As Rolex steps away from its role as Formula 1’s Official Timekeeper, it leaves behind a legacy of luxury and precision. Over the past decade, Rolex’s highly visible presence at races reached millions of fans worldwide, with its iconic branding seen on timing boards and around circuits. Although Rolex’s era as F1’s timekeeper has come to an end, the brand will likely continue to be associated with motorsports in other capacities.

In conclusion, the return of TAG Heuer as Formula 1’s official timekeeper marks a significant shift in the sport’s sponsorship landscape. As the 2025 season approaches, both Formula 1 and TAG Heuer are poised to benefit from this historic partnership, further enhancing the luxury appeal and global reach of the world’s premier motorsport. With the 75th anniversary celebrations on the horizon, this collaboration is set to make 2025 a milestone year for Formula 1.