TAG Heuer and Formula 1 — two names that have been intertwined since the sport’s golden age — are set to reunite in a partnership that’s as exciting as it is historic. Back in the 1970s, Heuer watches were as much a part of the paddock as roaring engines and champagne celebrations. By the early 1990s, TAG Heuer had cemented its position as the official timekeeper of Formula 1, marking a pivotal era for both the brand and the sport. Now, more than three decades later, TAG Heuer is gearing up for a comeback, reclaiming its role as the official timekeeper for the 2025 Formula 1 World Championship.
This isn’t just a deal; it’s a statement. For years, the Rolex green has dominated the Formula 1 visuals, from trackside branding to podium finishes. But come 2025, TAG Heuer’s iconic aesthetic will take center stage, promising a fresh new look for the sport. Fans are already speculating about the impact of this partnership on television graphics. Will we see a nostalgic nod to the 1990s when TAG Heuer was synonymous with cutting-edge timekeeping? Or will the brand introduce a modern twist that reflects its innovative spirit?
Of course, this partnership isn’t just about visuals and branding. TAG Heuer’s return to Formula 1 also opens the door for some seriously enticing special edition watches. Given the brand’s recent hits, like the sleek Glassbox collection and its buzzworthy KITH collaboration, expectations are high. Motorsports enthusiasts and watch collectors alike (both things we are quite fond of here at Tarmac) are anticipating new timepieces that will celebrate this renewed relationship—watches that balance TAG Heuer’s heritage in racing with bold, contemporary design cues.
The clock is ticking — quite literally. The 2025 Formula 1 season kicks off in Melbourne on March 14th, where TAG Heuer will officially take up its post as timekeeper. From precision timing on the track to boundary-pushing watch releases off it, this partnership underscores TAG Heuer’s enduring legacy in motorsport. It’s not just about being back in the game, it’s about reminding the world why TAG Heuer was a game-changer in the first place.
I will make sure to have my TAG Heuer Autavia on my wrist when I check out their debut!
Photos are courtesy of TAG Heuer’s official website and Instagram page.
