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Formula 1’s timekeeper changed to TAG Heuer in 2025 as LVMH began a ten-year Global Partnership with the sport. The deal also brought Louis Vuitton and Moët Hennessy into defined roles. That makes “Rolex is out” a fair shorthand for the timekeeper switch—but Formula 1’s announcements do not explain Rolex’s departure or disclose the agreement’s financial terms.
What changed in Formula 1’s watch partnership?
On October 2, 2024, Formula 1 and LVMH announced a ten-year Global Partnership beginning in 2025. Their announcement named Louis Vuitton, Moët Hennessy and TAG Heuer as participating maisons. Formula 1 subsequently confirmed that TAG Heuer would return as the sport’s Official Timekeeper from the 2025 season.
The change is best understood as two related announcements: LVMH became a global partner, and TAG Heuer took the timekeeper role. The official announcements reviewed do not specify the terms or end date of Rolex’s arrangement.
Why did Rolex leave F1?
Formula 1’s announcement establishes that TAG Heuer returned as Official Timekeeper for 2025; it does not say whether Rolex withdrew or was not renewed, when its agreement ended, or why the change occurred. No reason for Rolex’s departure is established by these official sources, so claims about the parties’ motives would be speculation.
#1 Best Overall
- Dial Color: Black, Case Shape: Round, Dial Glass Material: Sapphire Crystal
- Band Color: Silver, Band Material: Stainless Steel
- Watch Movement Type: SwissQuartz, Watch Display Type: Analog
- Case Material: Stainless Steel, Stainless Steel Bezel
- Warranty type:Manufacturer; 2 Years International Warranty
Which LVMH brands have Formula 1 roles?
| Brand or group | Formula 1 role | Announced activity |
|---|---|---|
| TAG Heuer | Official Timekeeper from 2025 | Trackside branding and activations in Fan Zones and the Paddock Club; the 2025 season retrospective also describes a pit-lane clock. |
| Louis Vuitton | Official Partner; title partner of the 2025 Australian Grand Prix | Trackside signage and trophy trunks presented during podium celebrations. Formula 1 says Vuitton had made Monaco trophy trunks from 2021 through 2024 through its partnership with the Automobile Club de Monaco. |
| Moët Hennessy / Moët & Chandon | Moët & Chandon named Official Champagne | Moët Hennessy was part of the cooldown-room and podium-ceremony experience described in LVMH’s first-season retrospective. |
LVMH’s initial announcement also described plans for hospitality, bespoke activations, limited editions and content. These are partnership activities; they do not mean that a consumer TAG Heuer watch is the equipment used to time official race results.
What happened when?
- October 2, 2024: Formula 1 and LVMH announce a ten-year Global Partnership beginning in 2025.
- January 6, 2025: Formula 1 announces TAG Heuer’s return as Official Timekeeper from the 2025 season.
- January 30, 2025: Formula 1 names Louis Vuitton an Official Partner and title partner of the 2025 Australian Grand Prix.
- February 19, 2025: LVMH describes the partnership’s active roles, including Moët & Chandon as Official Champagne and TAG Heuer as Official Timekeeper.
- December 8, 2025: LVMH recounts the first season’s activations and calls 2026 the partnership’s second season.
How long is the LVMH Formula 1 deal, and what is it worth?
The announced term is ten years, starting in 2025. The official announcements cited here do not disclose the financial value of the agreement. Without comparable, attributable figures, a claim that the LVMH deal is worth more or less than Rolex’s would not be supported.
Rank #2
What Formula 1 says about its audience
In its 2025 announcement of TAG Heuer’s return, Formula 1 reported 1.5 billion viewers for the 2024 season, 750 million fans worldwide, more than 90 million social-media followers, 42% women and one in three fans under 35. These are figures reported by Formula 1, not independently verified estimates.
Quick Recap
Rank #4
- Featuring a Silver-tone Band, Silver-tone Case, Scratch Resistant Sapphire Crystal
- Automatic movement
- Anthracite dial
- Date display
Sources
- Formula 1 and LVMH announce historic 10-year global partnership from 2025
- LVMH: Formula 1 and LVMH announce a historic 10-year global partnership from 2025
- Formula 1: TAG Heuer returns as Official Timekeeper of Formula 1 in 2025
- LVMH: Formula 1 x LVMH, a first season of emotion and excellence
- Formula 1: Louis Vuitton joins as an Official Partner and title partner for the 2025 Australian Grand Prix
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