It may only be January, but it seems likely that the most valuable sponsorship deal in luxury watchmaking this year has already been done. Tag Heuer was confirmed as Formula One’s official timekeeper earlier this month as part of a multi-brand deal between the sport’s owner Liberty Media and Tag Heuer’s parent,

Moving on from Ferrari in 1979, Heuer turned to McLaren, a partnership that would become one of the longest in F1 history. Six years later, the owners of McLaren acquired Heuer and put its new TAG Heuer logo on the 1986 World Drivers' Championship car of Alain Prost.

We spoke to the Swiss brand's chief marketing officer, George Ciz, and heritage director, Nicholas Biebuyck, about the move

The Swiss luxury watchmaker has released five new timepieces in the TAG Heuer Formula 1 collection – four chronographs and the TAG Heuer Formula 1 Chronograph x Oracle Red Bull Racing – establishing an iconic throwback as the first collection to bear the TAG Heuer name in 1986.

TAG Heuer used LVMH Watch Week to mark its new territory as the new headline sponsor of Formula 1; taking over from Rolex from the start of the 2025 season, which kicks off in Melbourne in March. Every watch has racing heritage,

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TAG Heuer has unveiled a huge collection of new watches as part of LVMH Watch Week.

During last year’s LVMH Watch Week, TAG Heuer revealed a duo of Carrera Chronographs with alluring teal green dials with circular-brushed finishes. Similarly, the Maison has also unearthed a new Carrera Chronograph and Carrera Chronograph Tourbillon for this year’s event, but this time, they’re rendered in a moodier, purple fumé palette.

Now, as part of LVMH Watch Week 2025 – taking place in New York and Paris from 21 January – the brand has released an all-new Formula 1 collection. The initial range comprises five chronograph models, all cased in 44mm of grade-2 titanium and embellished with racy details wherever you look.

The new TAG Heuer Formula 1 Chronograph collection comprises five watches, fitted with automatic Caliber 16 and featuring vibrant colors and lightweight titanium cases.