Tag Heuer Reigns as F1's New Timekeeper

Tag Heuer replaces Rolex as Formula One's official timekeeper under a 10-year partnership with LVMH. Reviving its long-standing association with F1, the brand will feature prominently at races with branding and activations. The partnership extends to Louis Vuitton and Moet Hennessy as well.

Tag Heuer is set to replace Rolex as Formula One's official timekeeper this season, marking the beginning of a new 10-year partnership with French luxury behemoth LVMH, Liberty Media announced on Monday.

Previously the F1 timekeeper from 1992 to 2003, Tag Heuer will enhance its presence at the 24 scheduled races with trackside branding and unique activations.

LVMH's sponsorship deal, valued at over $100 million annually for a decade, also extends to its other prestigious brands, Louis Vuitton and Moet Hennessy.