‘Jack Heuer named the Carrera after a terrifying Mexican road race. Rolex named their watch after a beach in Florida.’
After 20 years in the wilderness, TAG Heuer is back as F1’s official timekeeper, replacing Rolex.
But this isn’t just about tracking milliseconds—it’s about history, prestige, and a billion-dollar deal that puts LVMH at the heart of Formula 1.
Oh, and Monaco? It’s now the TAG Heuer Grand Prix de Monaco.
Fancy that!
The Origins of a Legend
Before it was synonymous with F1, TAG Heuer’s story began in the Carrera Panamericana, one of the most dangerous races ever.
The race-inspired Porsche named its most powerful engine Carrera.
While Jack Heuer, entranced by the evocative name, christened his iconic Carrera chronograph in 1963.
TAG Heuer’s 2025 Comeback
Replacing Rolex: After two decades, TAG Heuer reclaims its place as the official F1 timekeeper.
LVMH’s Billion-Dollar Play – A 10-year, $1 billion deal sees TAG Heuer return alongside Louis Vuitton and Moët & Chandon.
A Historic Monaco Takeover—Monaco has a title sponsor for the first time in nearly a century: the TAG Heuer Grand Prix de Monaco.
Champagne’s Back – Moët & Chandon replaces Ferrari Trento on the podium, ensuring race winners spray proper bubbly once more.
TAG Heuer isn’t just back—it’s rewriting the luxury rulebook in Formula 1.
‘TAG Heuer replacing Rolex in F1 is like swapping a Savile Row suit for a leather racing jacket—both stylish, but one’s more fun.’
