The Tool Desk
Outbyte PC Repair FREEClear out junk files and repair common Windows errorsFree Scan →Outbyte Driver Updater FREEScan for outdated or missing drivers - takes under a minuteDriver Scan →TAG Heuer became Formula 1’s Official Timekeeper in 2025, replacing Rolex. The change ends Rolex’s series-wide timekeeping role, not its connection to motorsport: Rolex still lists major endurance races and automotive events among its partnerships. That makes a strategic upside plausible, but there is no public evidence here that Rolex chose to leave, saved a particular amount, or gained commercially from the change.
What changed in Formula 1?
Formula 1 announced on January 6, 2025, that TAG Heuer would return as its Official Timekeeper from the 2025 season. The appointment began alongside Formula 1’s 10-year partnership with LVMH, TAG Heuer’s parent group. Formula 1’s partner listing identifies LVMH as a Global Partner, alongside its maisons Louis Vuitton, Moët Hennessy and TAG Heuer. The announcement confirms the partnership and term, but does not state its price.
| # | Preview | Product | Price | |
|---|---|---|---|---|
| 1 |
|
Fossil Men's Watch, Neutra Quartz Stainless Steel Chronograph Watch for Men, Color: Silver | $191.98 | Buy on Amazon |
| 2 |
|
Michael Kors MK4741 - Petite Lexington Three Hand Watch Gold One Size | $245.00 | Buy on Amazon |
Rolex’s own 2021 announcement described the brand as a Formula 1 Global Partner and Official Timepiece since 2013. TAG Heuer is not new to the series: Formula 1’s partner listing says it previously held the Official Timekeeper role from 1992 to 2003. Its return is a renewal of an earlier relationship.
Formula 1 describes TAG Heuer’s current role as including trackside branding, Fan Zone and Paddock Club activations, and new product ranges. The series also points to the brand’s motorsport history: a Formula 1 team association with Ferrari began in 1971, followed by a McLaren partnership in 1985 and a more recent relationship with Red Bull. Formula 1 president and CEO Stefano Domenicali said, “I am delighted to welcome TAG Heuer as the Official Timekeeper of Formula 1 as they start the next stage of their long history in our sport.”
Recommended Free Tools
#1 Best Overall
- BOLD STYLE: This Neutra Fossil watch for men features a blue sunray dial and a chronograph movement; inspired by mid-century architecture, Neutra offers refined, yet versatile profile that's made to be dressed up or down
- CASE & MOVEMENT: 44mm case, 22mm band width, hardened mineral crystal lens resists scratches, accurate Quartz movement with chronograph analog watch display, date window, 3 subdials to track minutes, seconds, & 24-hour time, stopwatch, imported
- Dial: One of many among Fossil watches for men, this quartz watch features a round silver stainless steel case, with a blue sunray dial and silver accents
- WRIST WATCH BAND: Silver, durable stainless steel bracelet band with a secure fold-over clasp closure; links can be removed for a customized fit; interchangeable with all Fossil 22mm straps.
- WATER RESISTANT MEN'S WATCHES: Up to 50m (165ft); wearable for short periods of recreational swimming and showering, but not diving or snorkeling; 5 ATM
Why could the change suit Rolex?
Rolex’s motorsport presence is not limited to Formula 1. Its current motor sport page lists the FIA World Endurance Championship, IMSA WeatherTech SportsCar Championship, Rolex 24 At DAYTONA, Twelve Hours of Sebring and 24 Hours of Le Mans. It also highlights support for the Pebble Beach Concours d’Elegance and Goodwood Revival.
That portfolio gives Rolex a continuing association with racing and classic automotive culture without the Formula 1 timekeeper title. A case can be made that focusing on established race and event relationships better suits the brand’s image than a single series-wide role. That is an interpretation, not a confirmed Rolex strategy: the available statements do not explain why the relationship ended or disclose the contract terms, Rolex’s return-on-investment assessment or any savings.
Rolex’s racing connection predates its Formula 1 partnership
Rolex’s link to motorsport reaches back decades. Its partnership history says the brand’s motor-sport links began in 1930 with Sir Malcolm Campbell, who set the World Land Speed Record nine times between 1924 and 1935. Rolex partnered with Daytona International Speedway in 1959. In 1963, it named a model the Cosmograph Daytona to symbolize that racetrack connection.
The Daytona history helps explain why losing Formula 1’s timekeeper role need not erase Rolex’s motorsport identity. The brand has other long-running associations, including a race bearing its name, while the Cosmograph Daytona itself connects its watchmaking story to a specific circuit.
Do these 3 things before closing this tab:
1Fix the driver behind crashes, sound loss and screen glitches2Clear out junk files and repair common Windows errors3Scan for outdated or missing drivers - takes under a minuteDoes the change represent a financial win?
That cannot be established from public figures cited here. Liberty Media’s 2025 Form 10-K reports that sponsorship represented 21.7% of Formula 1’s total revenue in 2025, compared with 18.6% in 2024 and 18.0% in 2023. Those are series-wide shares, not the value of Rolex’s former deal or TAG Heuer’s new arrangement. Formula 1 sponsorship includes such elements as trackside advertising, race title packages, and Global Partner or Official Supplier status.
Rank #2
- EVERYDAY GLAMOUR: The Lexington analog watch epitomizes everyday glamour with its gold finish and sparkling pavé accents. Made entirely of stainless steel, this mini timepiece boasts a round face with a beveled topring & a matching bracelet strap
- PRECISE TIMEKEEPING: This Michael Kors Watch features a 26mm case, 14mm band width, scratch resistant mineral crystal, accurate quartz movement with 3-hand analog display, imported
- ELEGANT DESIGN: This women's watch features a round gold stainless steel case, with a gold dial
- COMFORTABLE FIT: Petite gold women’s watch with durable stainless steel bracelet; links can be removed for a customized fit
- SWIM-READY DURABILITY: This bracelet watch for women is water resistant up to 50m (165ft), wearable for short periods of recreational swimming and showering but not diving or snorkeling; 5 ATM
The figures show sponsorship is meaningful to Formula 1’s overall business; they do not reveal what Rolex paid, what TAG Heuer pays, or how either arrangement performs for the brand. Without disclosed contract values or Rolex business results tied to the change, a specific cost saving or sales effect would be speculation.
Independent reader supportYour contribution helps us test, update, and keep practical guides available for everyone.Rolex and TAG Heuer now occupy different motorsport positions
| Brand | Documented position | Motorsport connections |
|---|---|---|
| Rolex | Formula 1 described Rolex as Global Partner and Official Timepiece from 2013; the role ended when TAG Heuer took over in 2025. | Rolex lists endurance championships, the Rolex 24 At DAYTONA, Sebring, Le Mans, Pebble Beach and Goodwood. It traces its motor-sport links to 1930 and its Daytona Speedway partnership to 1959. |
| TAG Heuer | Official Timekeeper from 2025 as part of the start of Formula 1’s 10-year LVMH partnership; it previously held the role from 1992 to 2003. | Formula 1 describes trackside branding, Fan Zone and Paddock Club activations, new product ranges, and past or present team associations. |
The comparison is about the roles and associations publicly described by the brands and Formula 1, not their sponsorship spending or commercial results. Formula 1’s timekeeper position is a prominent series-wide platform; Rolex’s current listed portfolio spans several races and automotive events.
What the change means for watch buyers
Formula 1 says TAG Heuer’s timekeeper partnership includes new product ranges, and its partner listing identifies the TAG Heuer Formula 1 collection. That establishes a product connection, not a buying recommendation. Rolex’s Cosmograph Daytona remains historically relevant to the brand’s racing identity, but the timekeeper handover alone says nothing about either collection’s quality, price, availability or sales.
PC Slower Than It Used to Be?
A free scan shows the junk files, broken settings and background clutter dragging Windows down - then fixes them in one click.Free scan · Windows 10 & 11Crashes, No Sound, or Screen Glitches?
Random freezes, missing sound and display glitches usually trace back to one bad driver. Find and replace yours safely.Free scan · under a minuteUltimately, Rolex’s departure can be framed as a possible strategic win because its motorsport identity rests on more than Formula 1. Whether it was a deliberate choice or a financial benefit is not established by the available public information.
Quick Recap
Product prices and availability are accurate as of the date/time indicated and are subject to change. Any price and availability information displayed on Amazon at the time of purchase will apply.
