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,

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

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,

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.

Use precise geolocation data and actively scan device characteristics for identification. This is done to store and access information on a device and to provide personalised ads and content, ad and content measurement, audience insights and product development. List of Partners (vendors)

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

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.

It’s LVMH Watch Week 2025! LVMH Watch Week was originally meant to take place in Los Angeles, but due to the L.A. Wildfires, the event has been moved and is now in two phases and in two different locations: New York and Paris.