As Method 1 celebrates its seventy fifth anniversary and the game’s 10-year partnership with LVMH begins, the posh watch model, TAG Heuer, will return to the game as its official timekeeper.
With a wealthy historical past in Method 1 spanning over seven a long time, and a shared philosophy between the 2 iconic manufacturers of precision engineering, innovative know-how and the most recent supplies, the partnership embodies luxurious, innovation, efficiency, and velocity.
TAG Heuer was the primary luxurious model to have its brand seem on a Method 1 automotive in 1969, the primary to sponsor a group in 1971 and, with 230 wins, 595 podiums, 8,882 factors, 11 World Constructors’ Championships, 14 World Drivers’ Championships to its title via its associations with groups, it is among the most profitable manufacturers in historical past to be related to Method 1.
The model’s relationship with present Method 1 groups started in 1971 when Ferrari wanted a timing system for his or her new check monitor, Fiorano in Italy, for which they selected Heuer, as the corporate was identified on the time. The connection ran till 1979, earlier than Heuer continued with a partnership with McLaren in 1985, which would go on to be one of many longest in Method 1 historical past, throughout which era Ayrton Senna, Mika Häkkinen, and Lewis Hamilton all raced for the group. The connection got here to an finish after 30 years of collaboration and a 12 months later, in 2016, TAG Heuer partnered with Pink Bull.
In recent times beneath Liberty Media’s possession, Method 1 has turn out to be one of the vital culturally vital and profitable sporting championships on the earth, with 750 million followers worldwide, greater than 90 million followers throughout social media and a fanbase that’s turning into youthful and extra various with 42% of followers now ladies and 1 in 3 beneath 35-years-old. The 2024 season noticed 1.5 billion viewers tune into an epic season, the place the wheel-to-wheel racing went right down to the wire in an unimaginable battle between McLaren and Ferrari for the Constructors’ Championship in Abu Dhabi.
Stefano Domenicali, president and CEO, Method 1, mentioned, “I’m delighted to welcome TAG Heuer because the Official Timekeeper of Method 1 as they begin the subsequent stage of their lengthy historical past in our sport. With their concentrate on innovation, accuracy and excellence, they’re a pure associate, and I’m excited to see how our intertwining heritage can inform new tales for the long run as we have a good time our seventy fifth 12 months.”
Antoine Pin, CEO of TAG Heuer, mentioned, “In a sport outlined by psychological resilience, bodily energy, technique, innovation and efficiency it is just pure for TAG Heuer to be on the very coronary heart of Method 1 as Official Timekeeper. With a long time of historical past in F1 connecting us to essentially the most profitable drivers and groups of all time, we’re honoured and privileged to be the title related to the very factor that defines the winner: time. As Method 1 and their distinctive group proceed to construct on the wonderful work that has been performed to create one of many biggest properties in sport, we’re excited to be a part of the journey and create new tales to counterpoint TAG Heuer.”
Because the official timekeeper of Method 1, TAG Heuer may have a big presence each on and off the monitor, via trackside branding, Fan Zone and Paddock Membership activations and new product ranges that encapsulate the drama and pleasure of Method 1.
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