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TAG Heuer Replaces Rolex as Formula 1 Official Timekeeper Under LVMH Deal January 14, 2025 (0 comments)

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Paris, France--TAG Heuer has been named Formula 1's new official timekeeper, replacing Rolex as part of a 10-year partnership between F1 and LVMH. The deal, beginning in 2025, will involve global branding for TAG Heuer, according to Motorsport.

[Image via istockphoto.com]

TAG Heuer served as F1's timekeeper from 1992 to 2003 and has long been associated with the sport, including partnerships with Red Bull Racing and the Monaco Grand Prix.

F1 CEO Stefano Domenicali said TAG Heuer's focus on innovation and accuracy aligns with Formula 1, calling them a natural partner for the championship's 75th year.

The agreement is part of a broader partnership between LVMH and Liberty Media, valued at up to $1 billion, Motorsport reported. Other LVMH brands, including Moët & Chandon and Louis Vuitton, are expected to join in the coming weeks.

TAG Heuer CEO Antoine Pin described the partnership as continuing the brand's decades-long connection to F1 and its focus on timing precision.

LVMH's involvement in Formula 1 has grown in recent years, with Moët Hennessy sponsoring the Las Vegas Grand Prix in 2023. The partnership also extends LVMH's broader sports sponsorship portfolio, which includes the Olympics and the Premier League.

Learn more in this report by Motorsport.

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