In 2025, TAG Heuer replaced Rolex as the official timekeeper of Formula 1, becoming part of a 10-year partnership with LVMH, while Rolex had been the official timekeeper since 2013.
Tag Heuer was the first watch brand to sponsor a Formula One team, joining forces with Ferrari in 1971 before a 30-year partnership with McLaren from 1985-2015. The brand then sponsored Red Bull from 2016.
LVMH's sponsorship deal with Formula One, announced last October and valued at slightly more than $100 million a year over a decade, also covers its Louis Vuitton and Moet Hennessy brands.