There has been a significant change in official timekeeping sponsorship in Formula 1. As the former sponsor Rolex’s contract ended on December 31, the legendary brand Tag Heuer has taken its place.
Rolex is ending its long-standing partnership with Formula 1 at the end of this season. The luxury watch brand, which has been a major sponsor of Formula 1 since 2011, will no longer be part of the sport as of 2025.
Following Rolex’s departure, renowned watch brands TAG Heuer and Hublot, part of the LVMH group, will become Formula 1’s new official timekeepers. TAG Heuer will take over this significant role starting next season. The new deal is reported to be worth $150 million annually, significantly exceeding Rolex’s current $50 million per year agreement.
Rolex’in Formula 1 Mirası
Rolex’s contribution to Formula 1 began with a $10 million annual sponsorship deal and has significantly increased over the years. The brand benefitted from extensive visibility trackside and title sponsorship at specific events.
TAG Heuer’s Formula 1 History
TAG Heuer has been maintaining a notable partnership with Red Bull Racing since 2016. However, with this agreement set to end at the end of 2024, it perfectly aligns with its new role as Formula 1’s official timekeeper. TAG Heuer will focus on this new and extensive sponsorship role after the 2024 season.
For decades, TAG Heuer has reigned as an undisputed leader in the motorsport world. With over 230 Grand Prix victories, more than 500 podium finishes, 15 Drivers’ Championships, and 11 Constructors’ Championships, TAG Heuer has timed it all—from iconic tracks to unforgettable finishes. The brand has marked pivotal moments in the careers of legendary drivers such as Ayrton Senna and Max Verstappen.
In 1971, Heuer made history as the first watch brand to sponsor a Formula 1® team, supporting Scuderia Ferrari. The Heuer logo on Ferrari cars symbolized the beginning of a long and fruitful partnership with the sport. TAG Heuer served as Formula 1®’s Official Timekeeper from 1992 to 2003 and was involved in iconic F1® moments through partnerships with winning teams such as Ferrari (1971-1979), McLaren (1986-2015), and Oracle Red Bull Racing (2016-present).
