Horology and motorsports go hand-in-hand. That’s why it’s not uncommon to see partnerships between Formula 1 and watch brands. Starting this season, TAG Heuer will return to F1 as the sport’s official timekeeper.

This is also the beginning of a 10-year partnership between F1 and parent company LVMH. With this new sponsorship, we can expect to see the TAG Heuer logo plastered around the racetracks instead of the Rolex crown.

“In a sport defined by mental resilience, physical strength, strategy, innovation, and performance, it is only natural for TAG Heuer to be at the very heart of Formula 1 as official timekeeper,” said TAG Heuer CEO Antoine Pin. “With decades of history in F1 connecting us to the most successful drivers and teams of all time, we are honored and privileged to be the name connected to the very thing that defines the winner: time.”

On-track action begins with testing in Bahrain on February 26-28, while the first race will be the 2025 Australian Grand Prix on March 16.