TAG Heuer is off to a cracking start this year, marking its return as an Official Partner of Formula 1 in the sport’s milestone 75th anniversary year. This renewed collaboration builds on a legacy of historic moments between the brand and the pinnacle of motorsport. It became the first luxury brand to feature its logo on a Formula 1 car in 1969 and the first to sponsor a team in 1971. With an impressive record of 239 wins, 613 podiums, 9 471 points, 11 World Constructors’ Championships, and 15 World Drivers’ Championships through its team partnerships, it stands as one of the most successful brands in Formula 1 history.
Shortly after revealing its first watch novelties for the year at LVMH Watch Week, TAG Heuer became the first title partner of the Grand Prix de Monaco. TAG Heuer’s connection with Monaco spans decades of motorsport history. Beyond the iconic TAG Heuer Monaco timepiece, the brand’s legacy is intertwined with the legendary Grand Prix and the drivers who have shaped its prestige. Monte-Carlo is TAG Heuer’s spiritual home, a bond solidified by its presence during F1 weekend and the race now bearing its name – the Formula 1 TAG Heuer Grand Prix de Monaco.
From the 1960s and 1970s, when style icons like Jochen Rindt and Niki Lauda sported Heuer chronographs, to the dominance of Ayrton Senna and Alain Prost in the 1980s and 1990s, TAG Heuer’s imprint on Monaco’s street circuit is unmistakable. Champions like Mika Häkkinen, Lewis Hamilton, and Max Verstappen have continued this tradition, securing victories with TAG Heuer on their wrist, reinforcing the brand’s enduring influence in Formula 1.
“Monaco is truly our spiritual home, encapsulating much of what we stand for at TAG Heuer,” said Antoine Pin, CEO of TAG Heuer. “The spirit of competition, the challenging street course that rewards those who show the greatest mental resilience and physical strength, a place where drivers push themselves to achieve their absolute best, we are honoured and delighted to renew our partnership with the Automobile Club de Monaco and extend our activities in the Principality with TAG Heuer being the first to hold this prestigious title.”
In February, TAG Heuer announced its partnership with F1 Academy as an Official Partner and the series’ Official Timekeeper. F1 Academy, launched in 2023, is dedicated to fostering female talent in motorsport, providing aspiring drivers with a competitive platform alongside Formula 1 and the support needed to progress. In 2025, the series spans seven countries and three continents, with races at legendary tracks like Shanghai, Miami, and Las Vegas, featuring top teams such as PREMA, ART GP, and Hitech, further solidifying its role in shaping the future of female racing.
Beyond the track, F1 Academy Discover Your Drive supports grassroots motorsport, identifying and nurturing young talent through karting programmes. Among its rising stars is 17-year-old Australian driver Aiva Anagnostiadis, who began karting at six and has since earned national and international recognition. With success in the Indian F4 Series and testing with Rodin and Argenti Motorsport, she is a promising contender on the path to becoming Australia’s first female Formula 1 driver.
— TAG Heuer Formula 1 Chronograph with red lacquered track around the dial
She will drive the F1 Academy car, manufactured by Tatuus. According to the brand, the car is purpose-built for performance, safety, and driver development, making it ideal for young racers wanting to move through the motorsport ranks.
At LVMH Week earlier this year, TAG Heuer introduced five new timepieces in the Formula 1 collection for 2025, including four core chronographs and a special edition created with Oracle Red Bull Racing. These watches refine the collection’s design with enhanced ergonomics, lightweight titanium cases, and a streamlined case profile.
The core models feature aluminium tachymeter bezels with coloured ring detail, skeletonised hands, and shaped pushers for a technical aesthetic. Colour combinations include red, blue, and lime green accents, with bi-coloured rubber straps adding contrast. A “Grand Prix by Night” theme, combining dark tones with bold highlights, informs the design.
— TAG Heuer Formula 1 Chronograph with lime lacquered track around the dial
The TAG Heuer Formula 1 Chronograph x Oracle Red Bull Racing edition features a grade-2 titanium case, a tachymeter bezel with a forged carbon insert, and a blue opaline dial with a checkered flag motif. It incorporates the team’s colours, a bi-coloured strap, and a caseback engraving of the TAG Heuer and Oracle Red Bull Racing logos.
This latest launch reinforces TAG Heuer’s long-standing connection to high-performance chronographs, blending technical precision with bold design.
