In a move that has reignited one of motorsport’s most iconic partnerships, TAG Heuer is set to return as the Official Timekeeper of Formula 1 in 2026. The announcement follows LVMH’s monumental 10-year global partnership with Formula 1 – a landmark deal finalized in late 2024 that unites several of the luxury group’s most prestigious brands, including Louis Vuitton and Moët Hennessy, under the banner of the world’s premier racing series. 
While the initial news of the partnership hinted at broad collaboration, many industry observers suspected that fake TAG Heuer, a name synonymous with precision timing and motorsport heritage, would soon reclaim the timekeeping mantle. Those predictions have now proven true, marking a significant shift in Formula 1’s horological landscape after more than a decade under Rolex’s stewardship.
TAG Heuer’s reappointment is not merely a corporate maneuver – it’s a symbolic reunion steeped in history. Founded in 1860, the Swiss watchmaker has spent more than half a century intertwined with the world of high-speed racing. Iconic collections such as the Monaco and the Carrera were born from this connection, embodying the daring and innovation that define both Formula 1 and TAG Heuer.
The brand’s association with the sport dates back to the 1960s, when Heuer chronographs became fixtures on the wrists of legendary drivers. One of the most memorable partnerships was with Jochen Rindt, who wore a replica Tag Heuer Autavia reference 2446 during his illustrious career and went on to win the 1970 World Drivers’ Championship posthumously for Lotus. Around the same period, then-CEO Jack Heuer forged a promotional deal with Swiss driver Jo Siffert, whose Rob Walker Lotus 49B proudly displayed the Heuer logo during the 1969 season. Siffert’s white-dial Autavia 1163, powered by the groundbreaking Calibre 11 automatic chronograph, became an enduring emblem of the brand’s racing spirit.
The 1970s saw Heuer’s involvement deepen further through a partnership with Ferrari. When Scuderia Ferrari sought a reliable timing system for its Fiorano test track, Heuer delivered with pioneering equipment such as the Le Mans Centigraph, a tool that helped time the brand’s iconic Italian race cars. This collaboration lasted until 1979, paving the way for a new alliance with McLaren. 
In 1985, a pivotal chapter unfolded when Techniques d’Avant Garde (TAG) – then owners of the McLaren Formula 1 team – acquired Heuer. The merger strengthened the brand’s motorsport ties and set the stage for its first official role as Formula 1’s timekeeper in 1992. For over a decade, until 2003, TAG Heuer’s timing systems defined the sport’s precision and image.
Even after the official partnership ended, TAG Heuer‘s presence in Formula 1 remained strong. The brand continued sponsoring McLaren until 2015 before joining forces with Red Bull Racing the following year. That partnership, marked by the rise of superstar driver Max Verstappen – now a four-time World Champion (2021-2024) – cemented TAG Heuer’s modern racing identity.
The 2026 season will now mark the start of a new era. As the Official Timekeeper of Formula 1 once again, replica TAG Heuer will play a central role in timing the sport’s pinnacle events and integrating its brand across circuits worldwide. Expect to see expanded trackside branding, exclusive appearances in the Paddock Club and Fan Zone, and, most excitingly, new watch collections inspired by Formula 1’s relentless pursuit of performance and precision.
TAG Heuer’s return to Formula 1 is more than a marketing revival – it’s a homecoming. Few brands have contributed as profoundly to motorsport’s visual and technological evolution. By reclaiming its place as Formula 1’s timekeeper, TAG Heuer not only honors its storied past but also reaffirms its commitment to the future of high-speed innovation and excellence.