Taking TAG Heuer's racing chronographs for a drive
TAG Heuer's connection with motorsports runs deep. Not only are the Swiss watchmaker's novelties engineered for speed and precision – they also look great behind the wheel
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AS PART OF THE great luxury glow up of Formula 1, Swiss watchmaker TAG Heuer returns to the grid for the 2025 season as the sport’s official timekeeper. It’s a partnership with plenty of history; TAG Heuer’s ties to motorsport can be traced back to the 1960s, when the Heuer logo (as the brand was known at the time) appeared on a Formula 1 car for the first time. In 1971, when Scuderia Ferrari needed a timing system for its new test tack at Fiorano, Italy, it called upon the precision and expertise of TAG Heuer. It then became the F1’s official timekeeper from 1992 to 2003, a role the watchmaker is now two (almost three) races into reprising.
To mark the start of LVMH’s 10-year partnership with Formula 1, TAG Heuer’s collection of racing chronographs celebrates this profound bond between the brand and all things motorsport. But you don’t need to drive the highest class of racing cars to experience the thrills of wearing one of the brand’s timepieces behind the wheel. No matter the set of wheels you get around in, slipping your wrist into, say, a TAG Heuer Monaco Chronograph, will make you feel like you’re in pole position. Recently, we had the opportunity to do just that when we photographed the watchmaker’s pieces for our autumn 2025 issue. Scroll on for the full photoshoot.
Shop the TAG Heuer x Formula 1 collection here.
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