TAG Heuer Is Back in the in the Driver's Seat

After a two-decade break, the watchmaker is once again F1's official timekeeper— and a throwback spin on the legendary Monaco racing chronograph is revving collectors' heart rates.

- By CAM WOLF

NICHOLAS BIEBUYCK cried when he got the news. In January, TAG Heuer announced it was taking over as Formula 1’s official timekeeper in 2025, a role it last held from 1992 to 2003. (Tech giants Siemens and LG followed, before Rolex took over the honors for the past 12 seasons.) Biebuyck, TAG Heuer's heritage director, grew up an F1 junkie in the '90s and vividly remembers scenes from that era's most dramatic races: Michael Schumacher and Mika Häkkinen battling it out while the lap times popped on the screen bearing TAG’s green-and-red shield. His tears flowed from a sense that everything was neatly back in its proper place, with TAG firmly entrenched at the top tier of motorsport. “It’s legitimately where the brand belongs,” Biebuyck said. “This is our home.”