In the high-octane world of motorsport, precision timing isn’t just important—it’s everything. This year marks a triumphant homecoming as TAG Heuer reclaims its position as the Official Timekeeper of Formula 1, beginning January 2025. For watch enthusiasts and racing fans alike, this reunion represents more than just a sponsorship; it’s the rekindling of one of the most storied partnerships in motorsport history.
“We are back.” These three simple words adorning trackside displays worldwide announce TAG Heuer’s return to the pinnacle of motorsport. As Formula 1 celebrates its 75th anniversary, this new chapter in the TAG Heuer-F1 relationship begins a historic 10-year partnership with LVMH, promising to blend heritage with innovation in ways that will excite both longtime fans and newcomers to the sport.
The Swiss watchmaker’s Formula 1 journey began in 1968 when Jack Heuer’s logo first appeared on Ferrari race cars. By 1971, Heuer made history as the first luxury brand to sponsor a Formula 1 team, launching a relationship with the sport that would help define both brands for decades to come. This groundbreaking move transformed how brands engaged with motorsport, opening the door to the modern era of Formula 1 sponsorship.
TAG Heuer’s technical contributions to the sport have been equally revolutionary. In 1971, the brand developed the pioneering Le Mans Centigraph, the first timing system capable of displaying times to a precision of 1/1000th of a second. From 1992 to 2015, TAG Heuer served as the Official Timekeeper of Formula 1, forever changing how races were timed and victories determined. The brand’s innovative timing technology helped settle countless photo finishes and established new standards for precision in motorsport.
Beyond timing systems, TAG Heuer’s horological innovations were directly inspired by motorsport. The Monaco, launched in 1969, revolutionised watchmaking as the world’s first square, water-resistant automatic chronograph. The Silverstone (1974) paid tribute to the iconic British racing circuit, while the Formula 1 collection (introduced in 1986) brought racing-inspired timepieces to a new generation of enthusiasts. Each watch embodied the speed, precision, and adrenaline that define Formula 1 racing.
Over its illustrious motorsport history, TAG Heuer has been associated with some of racing’s most iconic teams and drivers. The brand’s partnerships with Ferrari (1971-1979), McLaren (1985-2015), and more recently Oracle Red Bull Racing have coincided with 230 Grand Prix victories, 15 World Drivers’ Championship titles, and 11 World Constructors’ Championship titles. Legends like Niki Lauda, Alain Prost, Ayrton Senna, Mika Häkkinen, Lewis Hamilton, and now Max Verstappen have worn TAG Heuer timepieces as they made history on circuits around the world.
At our store, we’re proud to offer several exceptional TAG Heuer timepieces that embody this racing heritage. Each watch in our collection demonstrates the perfect fusion of Swiss watchmaking tradition and motorsport-inspired design:
The Monaco Dark Lord represents modern homage to one of the most elusive and coveted watches in horological history. Inspired by the legendary all-black Monaco from the 1970s, nicknamed the “Dark Lord” by collectors due to its rarity and mystique, this contemporary special edition combines the Monaco’s revolutionary square case with sophisticated modern materials.
Key Features:
The Dark Lord is perfect for watch collectors seeking connection to TAG Heuer’s most legendary models and those who appreciate sophisticated aesthetics with a sporting pedigree.
Few visual combinations are as instantly recognizable in motorsport as the Gulf Oil livery. The iconic blue and orange Gulf Oil livery became legendary during the 1960s and 1970s, most notably adorning the Ford GT40 that won the 24 Hours of Le Mans in 1968 and 1969. The partnership with TAG Heuer was immortalized when Steve McQueen wore Gulf racing overalls with a Monaco watch during the filming of “Le Mans” (1971).
Key Features:
This Monaco Gulf edition celebrates the historic partnership between TAG Heuer and Gulf Racing, capturing the spirit of automotive competition within the iconic square case.
For those who appreciate mechanical artistry, the Monaco Skeleton represents the boldest evolution of the iconic square-cased racing watch first introduced in 1969. This contemporary interpretation combines the Monaco’s legendary motorsport heritage with cutting-edge materials and a striking skeleton dial design.
Key Features:
This statement timepiece is ideal for racing enthusiasts and collectors seeking distinctive watches with both authentic motorsport heritage and technical sophistication.
Since 2016, TAG Heuer has proudly been the Official Partner and Timekeeper of the Oracle Red Bull Racing Formula 1 Team. This exhilarating partnership has marked some of the most thrilling milestones for both brands, culminating in unprecedented success on the global motorsport stage.
At the heart of this partnership stands Max Verstappen, the Dutch phenom whose meteoric rise has redefined what’s possible in modern Formula 1. After joining Red Bull Racing as the youngest-ever F1 driver at just 17, Verstappen has evolved into one of the sport’s most formidable talents. His relentless determination, unparalleled skill, and unwavering commitment to excellence perfectly align with TAG Heuer’s own motto: “Don’t Crack Under Pressure.”
Verstappen’s remarkable achievement in securing four consecutive World Drivers’ Championship titles (2021-2024) represents not just personal triumph but the culmination of a perfect partnership between driver, team, and timekeeper. TAG Heuer has been there for every milestone moment, from his first championship in 2021 – which came down to the final dramatic lap of the season in Abu Dhabi – to his dominant 2024 campaign where he secured the title with races to spare.
The unique qualities that define Verstappen – precision, resilience, and a relentless pursuit of perfection – mirror the values that TAG Heuer incorporates into each timepiece. Just as Verstappen pushes the boundaries of what’s possible on track, TAG Heuer continues to push the limits of watchmaking precision and innovation.
Under the technical leadership of Adrian Newey and team principal Christian Horner, Oracle Red Bull Racing has established itself as a powerhouse in Formula 1. The team’s six Constructors’ Championships, including back-to-back titles in 2022 and 2023, demonstrate their unrivaled ability to merge cutting-edge technology with race-winning strategy. This collaborative excellence between driver, car, and team has produced some of the most dominant seasons in F1 history.
The team’s innovation-driven philosophy aligns perfectly with TAG Heuer’s approach to watchmaking. Both organizations understand that victory comes from the perfect synthesis of technical excellence, human skill, and relentless determination – qualities showcased in every race and every timepiece.
This exceptional Formula 1 Chronograph embodies the pinnacle of this historic partnership. As Official Timekeeper and Watch Partner for the championship-winning Oracle Red Bull Racing team, TAG Heuer has created a timepiece that delivers genuine motorsport credibility alongside Swiss watchmaking precision.
Key Features:
Complete with bespoke packaging featuring the team’s distinctive dark blue, yellow, and red livery, this chronograph is perfect for Formula 1 and Oracle Red Bull Racing enthusiasts seeking authentic racing heritage. It represents not just a timepiece, but a tangible connection to one of the most successful partnerships in modern motorsport.
As TAG Heuer makes its triumphant return to Formula 1, these exceptional timepieces represent more than just watches—they embody decades of racing legacy, precision engineering, and the unyielding pursuit of excellence that defines both the brand and the sport.
Whether you’re drawn to the historical significance of the Monaco, the technical sophistication of the skeleton models, or the contemporary racing spirit of the Formula 1 chronographs, our collection offers an opportunity to own a piece of motorsport history while enjoying the impeccable craftsmanship that has defined TAG Heuer for over 160 years.
Visit our store today to explore these exceptional timepieces in person and discover which TAG Heuer racing chronograph speaks to your passion for motorsport heritage and luxury watchmaking.
“The Centigraph could time a number of cars simultaneously with great precision and everyone immediately acknowledged the break-through the instrument represented for timekeeping in the pits.” – Jack Heuer, Former TAG Heuer CEO and Honorary Chairman
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