Skip to main content

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

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.

Nathan S.R
Former Digital Trends Contributor
Nathan has devoted his life to collecting watches, studying horology, reviewing watches, and writing about timepieces. As a…
Tag Heuer unveils the official clock for the 2025 Formula 1 season
A new season, a new watch
Tag Heuer 2025 Formula 1 clock

Tag Heuer welcomes the Formula 1 season, which starts on March 16th, with a high-quality clock that can handle everything that happens on Formula 1 race tracks.

There’s a high chance that Tag Heuer will debut this clock in the upcoming Australian Grand Prix. As the official Formula 1 timekeeper, Tag Heuer is now in charge of clocks in race tracks—the latest one takes things to another level.

Read more
Tag Heuer secures historic role for F1’s Monaco Grand Prix
Tag Heuer is making major moves in the motorsports industry
Tag Heuer x Monaco

While Tag Heuer has been the official timekeeper of Formula 1, the watch brand has recently added a new role: the very first title partner of the Grand Prix de Monaco in 2025.

It's a partnership that makes sense. Tag Heuer considers Monte Carlo the spiritual home of the brand and has a long history with F1 racing. The race will now be known as the Formula 1 TAG Heuer Grand Prix de Monaco.

Read more
F1’s Lewis Hamilton was spotted with a Richard Mille watch after joining Ferrari
Lewis Hamilton switches from IWC to Richard Mille
Lewis Hamilton with the RM 67-02

When Lewis Hamilton announced that he was joining Ferrari, everyone, especially Mercedes fans, was shocked. The news took the whole world by surprise. But, in the past few months, fans had the time to process everything.

Since Lewis Hamilton is joining a team that different brands support, he’ll be rocking different merchandise. While Hamilton used to wear IWC timepieces, he’s onto something else now — Richard Mille.

Read more