RACING TIMES

As TAG Heuer resumes its partnership with Formula 1 as Official Timekeeper, we trace the evolution of a five-decade-long relationship that has helped shape both the sport and the brand

- WORDS KARISHMA TULSIDAS

We often use the word “legacy” without pausing to understand its implication: We simply look at the highlights reel of a company that has existed for one or two centuries, celebrating its achievements and innovations. But we forget they have also withstood wars, economic downturns, leadership struggles, crises, failures.

This is true of TAG Heuer, which has gone through its own series of ups and downs. The 2000s were tough for the Swiss watchmaker, because of its fragmented brand identity and struggle to connect with younger audiences. The brand's association with football, rather than its core motorsport heritage, led to a diluted image. Additionally, the rise of smartwatches posed significant challenges.

But after a couple of decades of finding its footing, the Swiss watchmaker seems to finally be settling on the right track. In recent years, particularly since Frédéric Arnault took the helm in 2020, TAG Heuer has undergone a significant transformation. Arnault’s leadership has been instrumental in refocusing the brand’s identity and aligning it with contemporary trends.

Under his guidance, TAG Heuer has strengthened its association with motorsports through partnerships with Porsche, and most notably, in 2024, it inked a deal to become the Official Timekeeper of F1, reprising the role it had given up back in 2015.

This marks a momentous milestone for the brand. Not only is it hard to put a price on this kind of brand visibility (although to be fair, we assume the deal is in the millions), but it also makes so much sense in the context of the brand's heritage.

The need for speed

Despite not being an automotive marque, TAG Heuer has etched its name into motorsport history, boasting over 230 wins, 595 podiums, 11 Constructors’ Championships, and 14 Drivers’ Championships across decades of partnerships with Formula 1 and teams like Ferrari, McLaren, and Red Bull.