THE 2025 Formula 1 season will see a huge change in partnerships as TAG Heuer has stepped in as the official timekeeper, replacing Rolex.
TAG Heuer’s return comes as the first individual partner as part of F1’s 10-year deal with luxury goods company LVMH.
RexTAG Heuer has stepped in as the official timekeeper, replacing Rolex this year[/caption]
The deal, which started on January 1 this year, ends Rolex’s decade-long partnership that began in 2013.
It means that the traditional view of a Rolex clock ticking onto the race start time – signalling the drivers to head on the formation lap – will be changed.
It’s not clear if this long-standing race feature will be ditched entirely, or simply changed from a Rolex to a Tag Heuer branded clock.
The partnership continues a long legacy for TAG Heuer in Formula 1, having first appeared as a sponsor in the sport 56 years ago.
The brand already partners with Red Bull Racing and the Monaco Grand Prix.
F1 president and CEO Stefano Domenicali: “I am delighted to welcome TAG Heuer as the Official Timekeeper of Formula 1 as they start the next stage of their long history in our sport,
“With their focus on innovation, accuracy and excellence, they are a natural partner,
“And I am excited to see how our intertwining heritage can tell new stories for the future as we celebrate our 75th year.”
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LVMH agreed to a whopping $1billion 10-year global partnership at the rate of more than $100m a season, which was announced in October.
As part of the deal champagne will return to Grand Prix podiums as part of the deal with LVMH, Moet Hennessy Louis Vuitton.
Moet & Chandon is a key brand in the company and is set to be sprayed as part of post-race celebrations, with champagne not featuring in the sport in three-years.
Family-owned Italian sparkling wine-makers Ferrari Trentino have been on Grands Prix podiums since 2021.
Then-Liberty president Greg Maffei said at the time of the deal being announced: “LVMH and Formula 1 are two global brands that consistently push the boundaries of creativity and innovation, values core to Liberty Media.”
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