Moving on from Ferrari in 1979, Heuer turned to McLaren, a partnership that would become one of the longest in F1 history. Six years later, the owners of McLaren acquired Heuer and put its new TAG Heuer logo on the 1986 World Drivers' Championship car of Alain Prost.

Over the summer, it was reported that the Swiss watchmaker was gunning to become the motor-racing competition’s official timekeeper, a title previously held by its competitor Rolex. Now, the brand’s parent company, LVMH, has successfully completed the sponsorship transfer with a 10-year contract after more than two decades.

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 ✓

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.

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. Previously the F1 timekeeper from 1992 to 2003,

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,