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TAG Heuer goes back into Formula 1 in $150 million deal

a historic 10-year partnership has been announced between Formula 1 and LVMH, replacing Rolex after 12 years

TAG Heuer goes back into Formula 1 in $150 million deal

a historic 10-year partnership has been announced between Formula 1 and LVMH, replacing Rolex after 12 years

Nick Meijer

Formula 1 and watch fans will recognise the pivotal moment at every Formula 1 Grand Prix start in the past decade: the moment the Rolex clock turns to 15:00h and the lights turn green. That moment will be different from the 2025 season onwards and at least for the next 10 years. This week LVMH, the luxury conglomerate and owner of Hublot, TAG Heuer, Zenith and Bulgari, and the Formula 1 Association announced their partnership effective next season.

The recognizable Rolex clock, soon to be history

The deal was signed by Stefano Domenicali, President and CEO of Formula 1, and Bernard Arnault, Chairman and CEO of the LVMH Luxury Group next to his son Frederic Arnault, CEO of the LVMH watch division and Greg Maffei, Chariman and CEO of Liberty Media. A huge and historic deal, estimated to be worth $150 million per year for the next decade. The press information mentions that several brand names will be actively involved in the deal and Louis Vuitton, Moet Hennessy and TAG Heuer are mentioned explicitly.

And that is very good news for TAG Heuer. The brand is already a sports marketing powerhouse and the relation to motorsports is perhaps the most recognizable one. Since the early 1970’s, when Jack Heuer was building close relations with many Formula 1 drivers in the paddocks and Heuer watches could be seen on their wrists, the connection is clear and obvious. It will feel quite natural and authentic if TAG Heuer takes over the timekeeping early next year.

No specific details are given right now, the press release mentions that further details will be announced in 2025.

The statement of Frederic Arnault promises a lot of ambition:

“In recent years, Formula 1 has truly become one of the most desirable sports in the world. It’s a vibrant discipline that echoes a number of values that are very important to us, such as innovation, team spirit and performance. For many years, several of our Maisons have also chosen to invest in Formula 1, whether to create unique experiences or for moments of celebration. With our Maisons and the expertise of our Group, we want to further grow this experiential dimension that Formula 1 provides all over the world. We are only at the very beginning of this partnership, but the seasons that await us promise to be extraordinary.”

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