It may only be January, but it seems likely that the most valuable sponsorship deal in luxury watchmaking this year has already been done. Tag Heuer was confirmed as Formula One’s official timekeeper earlier this month as part of a multi-brand deal between the sport’s owner Liberty Media and Tag Heuer’s parent,

TAG Heuer marks its big return to F1 with the new Formula 1 Chronograph in titanium ✓ With a fresh case design and an automatic movement! ✓

We spoke to the Swiss brand's chief marketing officer, George Ciz, and heritage director, Nicholas Biebuyck, about the move

The Swiss luxury watchmaker has released five new timepieces in the TAG Heuer Formula 1 collection – four chronographs and the TAG Heuer Formula 1 Chronograph x Oracle Red Bull Racing – establishing an iconic throwback as the first collection to bear the TAG Heuer name in 1986.

A couple of weeks after returning to F1 as the official timekeeper, it makes total sense that chronographs top TAG Heuer's agenda at LVMH Watch Week

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TAG Heuer has unveiled a huge collection of new watches as part of LVMH Watch Week.

Now, as part of LVMH Watch Week 2025 – taking place in New York and Paris from 21 January – the brand has released an all-new Formula 1 collection. The initial range comprises five chronograph models, all cased in 44mm of grade-2 titanium and embellished with racy details wherever you look.

The new TAG Heuer Formula 1 Chronograph collection comprises five watches, fitted with automatic Caliber 16 and featuring vibrant colors and lightweight titanium cases.