TAG Heuer Regains “Official Formula 1 Timekeeper” Status

After a long hiatus, TAG Heuer is back in the driver’s seat as the Official Timekeeper for Formula 1, taking over from Rolex and reigniting a partnership that began in the 1960s. The announcement coincides with Formula 1’s 75th anniversary, underlining TAG Heuer’s prominent role in motorsport. Known for its innovation in timekeeping and deep ties to elite racing teams and drivers, TAG Heuer is no stranger to the high-speed world of Formula 1.

TAG Heuer has long been synonymous with precision and performance in racing. From being the first luxury brand to sponsor a Formula 1 team in 1971 to groundbreaking innovations like the Mikrograph stopwatch, the Swiss watchmaker has continuously pushed the boundaries of what’s possible. TAG Heuer CEO Antoine Pin emphasized the brand’s commitment to this partnership, stating, “With decades of history in F1 connecting us to the most successful drivers and teams of all time, we are honored to be the name connected to the very thing that defines the winner: time.”

Historic Heuer Racing Milestones

Founded in 1860, TAG Heuer built its reputation as a pioneer in precision timekeeping early on. The brand introduced the world’s first dashboard-mounted chronograph in 1911 for professionals who needed accurate timing on the go. Just a few years later, in 1916, TAG Heuer debuted the Mikrograph, the first stopwatch capable of measuring to 1/100th of a second, setting a new standard for precision in sports timing.

By the 1950s, during Formula 1’s formative years, Heuer (as it was then known) made a bold move to focus exclusively on chronograph wristwatches. This strategic pivot solidified its identity as a leading watch brand for those who needed stopwatches, from racers to engineers to adventurers.

The 1960s marked the beginning of Heuer’s deep connection with Formula 1, as the sport gained global popularity. A key figure in this era was Jochen Rindt, the celebrated Formula 1 driver who famously wore a Heuer Autavia reference 2446 throughout his racing career. Rindt would later win the 1970 World Drivers’ and Constructors’ Championships posthumously for Lotus, further cementing Heuer’s association with motorsport legends.

Another defining moment occurred when Jack Heuer, then CEO of the brand, partnered with Jo Siffert, a promising Swiss driver from Fribourg. Siffert agreed to promote the groundbreaking Calibre 11 automatic chronograph during the 1969 season by displaying the Heuer logo on his Rob Walker Lotus 49B, wearing the Heuer shield on his race suit, and sporting a reference 1163 Autavia with a white dial powered by the new movement. This collaboration was the first instance of a watch brand — or any luxury brand outside the automotive industry — sponsoring a Formula 1 driver and featuring its logo on a race car. Jack Heuer’s innovative approach redefined sports marketing in motor racing and laid the foundation for a lasting legacy.

Heuer x Ferrari

In 1971, Ferrari sought a cutting-edge timing system for their newly constructed Fiorano test track in Italy, the first facility of its kind built specifically for a manufacturer. Heuer, already recognized as a leader in timekeeping technology, was the natural choice. The brand responded by developing the Le Mans Centigraph, an advanced device designed to measure lap times with precision—a vital tool for testing both cars and drivers.

Jean Campiche, a Heuer employee and a legend in motorsport timekeeping, became synonymous with the Le Mans Centigraph. Known as “The Pianist” for his dexterity and skill, Campiche operated the system from the pit wall, providing Ferrari with independent timekeeping. His work proved instrumental in Ferrari’s 1975 World Drivers’ and Constructors’ Championship victories with Niki Lauda behind the wheel. Soon after, other teams like BRM, McLaren, and Surtees adopted Heuer’s technology, eager to replicate Ferrari’s success.

While Heuer’s partnership with Ferrari ended in 1979, the brand’s Formula 1 legacy continued with McLaren, forging one of the sport’s longest-running collaborations.

TAG Heuer Evolution in Formula 1

Heuer’s collaboration with McLaren grew into one of the most enduring partnerships in Formula 1 history. In 1985, Heuer was acquired by Techniques d’Avant Garde (TAG) Group, which also owned the McLaren Formula 1 team. This acquisition not only renamed the brand TAG Heuer but also prominently featured its logo on McLaren’s MP4/2C, the car that carried Alain Prost to the World Drivers’ Championship in 1986.

That same year, TAG Heuer introduced the Formula 1 watch—a bold and vibrant model that became a cultural icon. With its brightly colored cases, straps, and dials, the TAG Heuer Formula 1 watch was a smashing success, solidifying the brand’s connection to motorsport while becoming one of the era’s most coveted timepieces. The Formula 1 watch gained prominence again in 2024 with a well-publicized TAG Heuer x Kith collaboration.

Another pivotal moment came in 1988 when Ayrton Senna joined McLaren. Senna, who went on to win three World Drivers’ Championships with TAG Heuer on his wrist, became one of the brand’s most iconic ambassadors. Following his tragic passing in 1994, TAG Heuer continued its relationship with the Senna Foundation, honoring his competitive spirit and values.

In 1992, TAG Heuer became the Official Timekeeping Partner for Formula 1. TAG Heuer’s involvement in Formula 1 extended through two more McLaren World Drivers’ Championship wins with Mika Häkkinen in 1997 and 1998. As the sport transitioned into the 2000s, with V10 engines giving way to V8s and intense rivalries between star drivers, TAG Heuer remained. Among the new talents to rise was Lewis Hamilton, who secured his first World Drivers’ Championship in 2008 while racing for McLaren with a TAG Heuer watch on his wrist. In 2015, after three decades of collaboration, TAG Heuer and McLaren parted ways

TAG Heuer Official Formula 1 Timekeeper: The Future

In 2016, TAG Heuer teamed up with Red Bull Racing, a team that quickly made its mark in Formula 1. The partnership proved to be a winning formula, yielding four World Drivers’ Championships powered by the incredible talent of Max Verstappen, along with back-to-back World Constructors’ Championships.

Today, TAG Heuer’s collaboration with Oracle Red Bull Racing remains strong and will run parallel to the brand’s newly minted role as the Official Timekeeper for Formula 1.

Given that TAG Heuer continued to have a Formula 1 collection in its current collection, it makes perfect sense that the Swiss watchmaker and global racing sport made things official on the track too. With Rolex out and TAG Heuer in, we’ll be keeping an eye not only on the branding and timekeeping at the races but, of course, also on what kind of F1-themed watches will spring from the partnership. Stay tuned to Grey Market Magazine for all the updates.