Skip to main content
  1. Home
  2. Fashion & Style

LVMH, the company behind TAG Heuer, secures a partnership deal with Formula 1

Everything you need to know about the new partnership deal between Formula 1 and Tag Heuer

By
Tag Heuer and Formula 1 partnership
Tag Heuer / Tag Heuer

Formula 1 has a new 10-year partnership deal with LVMH that will kick off in 2025 during its 75th anniversary. LVMH is a multinational company made up of different subsidiaries, such as TAG Heuer, Moët Hennesy, and Louis Vuitton. Obviously, LVMH’s watchmaking Maison—TAG Heuer—is featured in the deal because timekeeping is an important aspect of professional racing, which can’t be left out.

According to Formula 1, “ the partnership will bring together the best of these two worlds and provide unparalleled experiences combining thrilling sport and elegant art-de-vivre, wheel-to-wheel racing and time-tested craftsmanship, for enthusiasts, fans and clients.”

Recommended Videos

Thanks to this new 10-year partnership deal, TAG Heuer will be the official Formula 1 timekeeping brand from 2025 to 2035. And as a luxurious establishment that’s closely associated with racing, this brand has been involved in different Formula 1 projects, creating a long-founded relationship with the sport.

For starters, TAG Heuer’s Formula 1 debut dates back to 1971, when it partnered with Ferrari by offering timepieces to drivers who competed. It also sponsored other racing teams, manufactured F1-inspired timepieces, and became the official Formula 1 timekeeping brand from 1992 to 2004.

At the moment, TAG Heuer is one of the sponsors behind the Red Bull F1 racing team, securing its position in the modern F1 racing world.

Max Verstappen, the three-time Formula 1 champion from the Red Bull team, has also been pushing the brand forward as the official ambassador. He has been spotted with the latest TAG Heuer timepieces on multiple instances, and the most recent one was the Monaco Chronograph Racing Green.

Since TAG Heuer is behind the team that set new records in the past three years, it aligns with Formula 1’s vision of surpassing boundaries while pursuing excellence — this inspires the partnership between the two.

“Our sport is founded on the relentless pursuit of excellence, a value that also lies at the heart of LVMH, so I am delighted to announce this historic partnership will begin in 2025,” said Stefano Domenicali, the  Formula 1 CEO.

Editors’ Recommendations

Topics
Nathan S.R
Nathan S.R
Nathan has devoted his life to collecting watches, studying horology, reviewing watches, and writing about timepieces. As a…
TAG Heuer, Porsche unveil the TAG Heuer Carrera Chronograph Tourbillon
Check out the first ever TAG Heuer Tourbillion watch to draw inspiration from Porsche 550 Spyder
tag heuer carrera chronograph tourbillon 42 mm 1

TAG Heuer collaborated with Porsche while developing the 42mm TAG Heuer Carrera Chronograph Tourbillon, and it has just unveiled the new watch.

For starters, this new TAG Heuer Carrera piece was launched into the market in early October to honor an extremely challenging and terrifying race — Carrera Panamericana. Porsche was one of the top contenders in the 1954 race, and it plans to pass down its unwavering spirit to other generations with a watch inspired by the car that was used in the 1954 Carrera Panamericana — the Porsche 550 Spyder.

Read more
Tag Heuer enters its new racing chapter with the Tag Heuer Monaco Chronograph Racing Green
tag heuer monaco chronograph racing green

Dating back to 1969, the Tag Heuer Monaco has always been a popular racing timepiece, especially after it became Steve McQueen’s go-to watch. Recently, Tag Heuer launched a new model into the market—the Tag Heuer Monaco Chronograph Racing Green. It’s a timepiece that draws inspiration from old-school racing cars, as it is designed around the colors that were used on old racing cars.

Back then, racing cars had different hues and colors depending on the driver’s nationality.

Read more
This Tag Heuer F1 watch collab might be our favorite nostalgic throwback yet
TAG Heuer partners with Kith for Formula 1 watch
TAG Heuer x Kith Formula 1 watches

In its heyday, the TAG Heuer Formula 1 collection was a sensation, with the '80s and '90s seeing commercial success with over 20 vibrant colors. Ronnie Fieg, founder of Kith, a streetwear brand known for items that take us back to the days when life just seemed simpler, is resurrecting these TAG Heuer watches, though they will cost more than the previous timepieces, with the originals selling for between $130 and $390.

With over 3 million sold, these colorful watches carry a deep sense of nostalgia for millennials, who to this day are a generation seemingly obsessed with the past, and that is why these new TAG Heuer watches will probably sell well once again. Plus, Max Verstappen recently wore one at the Miami Grand Prix, and with the 2-time World Champion's face on something, it always sells big.

Read more