From Rolex to TAG Heuer: How F1 Watch Sponsorship Is Changing
Precision and prestige have long defined the relationship between Formula 1 sponsorship and fine watchmaking. After more than a decade with Rolex as Official Timekeeper, 2025 opens a new chapter as TAG Heuer returns under a sweeping multi-brand agreement with LVMH. Beyond a logo change on the gantry, this move reshapes how luxury houses activate in the world’s fastest brand showcase.
Why watch sponsorship fits F1 perfectly
Formula 1 is a performance theater measured in thousandths of a second. Timing is not a metaphor but an operating system: car development programs, practice runs, qualifying laps, pit stops, race control and broadcast graphics all hinge on micro-accuracy. In this context, watch brands are not mere advertisers; they are natural storytellers for precision, engineering and reliability.
High net-worth audience with global reach and event-based hospitality.
Asset stack
Naming on timing graphics, start/finish gantry, trackside clocks and broadcast idents.
Official timekeeping rights and product integrations (team boxes, paddock club).
Licensing for special editions and retail storytelling around race weeks.
Rolex & Formula 1: a legacy of precision (2013–2024)
Rolex became Formula 1’s Official Timekeeper in 2013, aligning two global icons of performance and prestige for more than a decade. The partnership leveraged Rolex’s longstanding credibility in elite sport and amplified its visibility through consistent, premium placements across circuits and broadcasts. The fit was clear: in a sport where milliseconds matter, few marques embody precision and longevity like Rolex.
The LVMH era: portfolio strategy and a 10-year horizon
Beginning in 2025, Formula 1 is entering a multi-brand partnership with LVMH that formalizes a broad, long-term collaboration. The framework integrates several Maisons under one strategic umbrella, bringing cohesive luxury touchpoints to the championship through timekeeping, hospitality, podium experiences and signature event platforms.
What changes on race week: increased presence of LVMH brands across official assets; a unified storytelling arc from the paddock to the podium; and a richer set of hospitality and retail activations around flagship Grands Prix.
TAG Heuer returns as Official Timekeeper in 2025
With the new LVMH agreement, TAG Heuer resumes the Official Timekeeper role it previously held in the 1990s and early 2000s. The change ushers in refreshed branding on timing interfaces and trackside structures, alongside elevated product storytelling that links historic chronographs to today’s cutting-edge data-driven racing.
Visible changes
TAG Heuer identity featured across broadcast timing graphics and key trackside assets.
Deeper integration with event IP, highlighted by the title partnership of the Monaco Grand Prix.
Portfolio synergies with other LVMH Maisons active on race weekends.
TAG Heuer’s motorsport DNA
Few watchmakers own a racing lineage as authentic as TAG Heuer’s. The brand’s modern identity is rooted in motorsport-ready chronographs and courageous design.
Heuer Carrera (1963): a purpose-built chronograph inspired by the treacherous Carrera Panamericana, famed for clarity and legibility.
Heuer Monaco (1969): one of the first automatic chronographs and the first water‑resistant square chronograph case—immortalized on Steve McQueen’s wrist in Le Mans.
Contemporary F1 ties: long-running partnerships with top teams and blue-chip events, plus recurring special editions that keep racing design codes culturally relevant.
Marketing implications for series, teams, and luxury
The watch category’s move from a single-brand era to a portfolio-led model carries several implications for stakeholders across the paddock.
Portfolio thinking elevates the stage
By aligning multiple Maisons under a unified, multi‑year plan, LVMH can orchestrate complementary experiences: timekeeping that frames the competition, celebratory moments on the podium, and hospitality that meets luxury expectations of premium guests. The result is more cohesive storytelling and greater ability to scale activations across markets.
Event IP becomes a luxury platform
The title partnership of Monaco is a blueprint for turning heritage races into living brand theaters. Expect limited editions, exhibitions, and high‑touch retail experiences that compound over a decade-long horizon.
Teams still matter
Series‑level partnerships do not replace team sponsorship. They set the stage. Brands continue to seek team assets for technical alignment, product co‑creation and performance narratives. TAG Heuer’s deep work in the garage—from pit stop analytics to driver‑led editions—illustrates how brand value is created on and off the car.
For Rolex: a refined focus
Rolex’s exit from series‑level timekeeping does not diminish its authority in sport. With foundational properties in tennis, golf, yachting and cultural institutions, Rolex maintains unmatched long‑term equity. The F1 decade still serves as a case study in strategic fit and brand consistency.
Is your brand interested in motorsport sponsorship?
Experience the power and put your brand in front of millions with motorsport sponsorship. Whether it's Formula 1, MotoGP, NASCAR, IndyCar, or WEC, RTR Sports give your brand the opportunity to appear on television at the most prestigious race tracks in the world.
Associate Director, Executive Marketing and Commercial at RTR Sports Marketing, a London-based sports marketing company specializing in motorsport for over 25 years. Without sports, life is boring
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In an era where it is possible to get anywhere with a click, there is a strong temptation to approach teams and properties directly for sponsorship projects.
By doing so, we are convinced that we are shortening the value chain, saving time and money. However, these DYI methods are anything but risk-free and what initially appears to be a competitive advantage soon turns into a problem that is difficult to resolve. That’s why there are agencies. And this is why you should rely on us for your sponsorships.
Save time and money
When first approaching a motorsport sponsorship project, it is difficult to know immediately which stakeholders are correct, what the decision flow is, and what the right timelines are for each process. Motorsport is a very specialized field of action, and fitting effectively into its paths can take a lot of time and therefore money. We, on the other hand, know referents and spheres of action and know who to talk to, when and how. So you are also more effective.
The right information, the right choice
Motorsport is an immense passion, and for our heart colors we would be willing to do anything. But business is a different business, and it is important to make the best possible strategic decisions based on independent research, statistics and reliable data. A motorsport sponsorship agency like RTR has an objective, 360-degree picture of the scenario and can tell you what is really best for you: which racing series, which athlete, which team. This is because we possess a great deal of data and information on ratings, segmentation and attitudes. Because the numbers don’t lie. Never.
Activations are the beating heart
Activations are the real heart of motorsport sponsorship. Without them, there remains only a blank sticker on a motorcycle, car or uniform and no contact with the public, no emotional connection, no impact on the bottom line. Then how do you do it? It certainly won’t be the teams or the athletes who will help you leverage sponsorship and enjoy the many marketing rights you have paid for. To bring out the best in a motorsport marketing project, you need an agency that knows how to use sponsorship to engage the fanbase online, to reach out to Shopping Centers, to organize hospitality, to develop B2B and B2C opportunities, and to get “your” athletes in front of millions of potential consumers.
Objective measurements for a certain return
Would you ever go to the dealer who sold you the car and ask if the competitor’s car is better? No, of course. So, how do you expect to get firm measurements of the effectiveness of your sponsorship if you do not rely on someone super partes? At RTR, we have always worked with independent third-party agencies that allow us to know the return on any exposure of your brand on TV and in the media. In addition, we believe in calculating ROI as the ultimate measure of your success-so we can tell you for every penny you spend how much you are making.
Sit back, relax, we’ll take care of it
We have been involved in motorsport sponsorship and sports marketing for more than 15 years. We are consultants in the sense that our goal is to maximize your investment, but we are also an agency that manages the project from start to finish. We have been doing this since 1995 with passion and professionalism, following three principles that have become cornerstones of our business: independence, verticality and transparency.
I would like to highlight the fact that one of the qualities of RTR is its great ability to approach the sponsorship scenario strategically, together with its passionate attitude, its amazing enthusiasm for solving problems, and its high level of professionalism.
Gianluca Degliesposti
Executive Director Server&Storage EMEA
Eurosport is truly delighted with its business relationship with Riccardo Tafà, who has become extremely popular, thanks to his detailed knowledge of the sports marketing sector and his highly diligent attitude to work.
Francois Ribeiro
Commercial Director
Passion and Expertise are the features that I have found in RTR since the very beginning. Serious and reliable professionals but also very helpful, nice and open-mind people, willing to listen and compare different ideas. All the values in which RTR believes make this agency a partner, not just a supplier, a partner with whom we have had the opportunity to achieve significant commercial results in term of success and image.
Luca Pacitto
Head of Communication
We have been working with RTR Sports Marketing for over 10 years. The objectives and the programmes of collaboration continue to be renewed and to grow with mutual satisfaction. I believe RTR is a team of great professionals led by Riccardo Tafà, who I consider a manager of exceptional skills and with a great passion for his work.
Lucio Cecchinello
Team Principal
I have known and worked with Riccardo Tafà since 1995 when we collaborated for the first time on a project for the Williams Formula 1 team. Several clients followed. After leaving Williams to work for Gerhard Berger then owner of the Toro Rosso F1 Team, I turned again to Riccardo to seek his help in finding a tool supplier for the team and Riccardo duly obliged with an introduction to USAG, a partnership with Toro Rosso which endured for five years. I recently started a new role as Group Commercial Director for the renowned Andretti Autosport organisation and I find myself working with Riccardo once again on a number of interesting projects. Why has this relationship with Riccardo endured ? He’s smart, knows the commercial side of sport inside out and back to front and he’s honest and trustworthy. Riccardo Tafà is a “doer” not a “talker”: in over 20 years I have never had a dispute either with him or with a company that he has introduced and each partnership introduced by Riccardo has delivered quantifiable ROI to rights holder and sponsor alike. I can think of no better testimonial of Riccardo’s diligence, knowledge, contact base and hard work than that.
Jim Wright
Group Commercial Director
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