Tag Heuer will replace Rolex as Formula One's official timekeeper this season as part of a new 10-year partnership with French luxury giant LVMH, the Liberty Media-owned sport announced on Monday.

LVMH -owned TAG Heuer is officially returning as Formula 1 ‘s official timekeeper. Starting in 2025, the watch brand has signed a 10-year with F1, replacing Swiss watchmaker and competitor Rolex.

The famous Swiss luxury brand will become Formula One's Official Timekeeper once more next year, continuing its long, storied association with motorsport's main event.

Formula 1 season hasn’t even started, and TAG Heuer has already been crowned a winner. Over the summer, it was reported that the Swiss watchmaker was gunning to become the motor-racing competition’s official timekeeper,

Starting from next season, TAG Heuer will again be F1’s official timekeeper, having previously held the title between 1992 and 2003. High-end Swiss watchmaker Rolex had been a partner to F1 since 2013. F1 is celebrating its 75-year anniversary in 2025 and will hold a first-ever joint-season launch at the O2 in London on 18 February.

TAG Heuer will be the Official Timekeeper of Formula 1 in 2025 ✓ Jorg takes a closer look at the history of TAG Heuer and F1 ✓

Motor racing’s prestigious Formula 1 (F1) series has unveiled major watch brand Tag Heuer as its timekeeping partner for this season. This comes as one part of the overall long-term tie-up between F1 and French luxury goods conglomerate LVMH,