There has been some breaking news in the combined world of watches and motorsport as Rolex is rumoured to be preparing to step down as the official sponsor of Formula 1 racing. This iconic partnership is believed to end at the closing of the current season (December 8th 2024). While many will be shocked or disappointed that this celebrated partnership is coming to an end, we are excited and intrigued about the future. This is because TAG Heuer is expected to step up as the official timekeeper of the sport as part of the world-renowned LVMH Group.
As official stockists of TAG Heuer, we are thrilled to share this potential development with our customers; here, we will be detailing this exciting transitional period and exploring why we believe TAG Heuer is the best brand for the job.
Rolex Steps Down as F1 Sponsor
Rolex began its partnership with Formula 1 in 2013 when the brand became the Official Timekeeper for the motorsport event. Before this, the role belonged to Hublot watches. As part of this partnership, Rolex was in charge of providing the time in various locations during each race, ensuring each event was timed precisely and giving accurate results at the end. Like other watch brands involved in sporting events, Rolex played an essential role as every millisecond counts. It is because of this that they gained an incredible reputation, serving Formula 1 for over a decade.
It comes as no surprise that Rolex enthusiasts and F1 fans were shocked by the strong suspicions that Rolex will part ways with the sport later this year. While neither party has officially confirmed anything (yet), we expect this departure to take place at the end of the current Formula 1 season, on the 8th of December.
TAG Heuer Steps up as Part of LVMH
Reported to be taking Rolex’s place is TAG Heuer, which is being brought to the table by LVMH Group, a holding company specialising in the world’s most luxurious brands. It owns some of the biggest watch brands, such as Hublot and TAG Heuer, and is responsible for seeking sponsorship, such as this industry-shifting deal between TAG Heuer and Formula 1 that is rumoured to be worth $150 million annually. LVHM also has a relationship with Red Bull Racing, an F1 racing team, so it is not clear whether this partnership will remain should TAG Heuer officially take on the role of Official Timekeeper and sponsor of the sport.
As mentioned, while nothing has been confirmed by any brands involved, the new sponsor is expected to take over in 2025.
TAG Heuer’s Formula 1 Heritage
This new deal is not a shock to those with their eyes on motorsport, as they will know of TAG Heuer’s heritage and existing close partnership with Formula 1. It started between 1971 and 1979 when Jack Heuer provided timekeeping equipment to Ferrari during F1, which led to the team wearing Heuer watches during races. This then transformed into a sponsorship, making the watch brand the first motorsport sponsor that was not related to the automotive sector.
When TAG Heuer was founded in 1985, it partnered with McLaren, and the following year, TAG Heuer Formula 1 watches were born. However, it was not until 1992 that the brand became the Official Timekeeper, a role it would keep until 2004.
Clearly, TAG Heuer is no stranger to the world of motorsports, which is why we believe it would make the perfect replacement for Rolex as the all-new watch face for F1.
TAG Heuer Formula 1 Watches at Banks Lyon
As official stockists of TAG Heuer watches, we offer the brand’s exceptional collection of Formula 1 timepieces. Built on the watchmaker’s racing heritage, this collection was initially created in 1986 but has since seen a variety of new models, facelifts, and revivals of the classics. One of the first things you will notice about it is how vibrant, colourful, and daring the watches are. They come in a range of hues, from fiery red to loud yellow, and subtle yet sleek black paired with stainless steel. There are even various limited edition models and special editions, such as the Red Bull Racing variants, as pictured below. This particular model is available from Banks Lyon for £1,950 or just £16.25 per month with 0% finance.
While we await confirmation on this exciting transition, why not take the opportunity to purchase a TAG Heuer watch on finance? With an easy-to-use finance calculator, the knowledge and expertise of our official stockist staff, and a broad range of watches to choose from, we are certain Banks Lyon is the best place for you to purchase your timepiece.
If you are interested, please do not hesitate to visit our stores, where our friendly and knowledgeable team can help you find the best TAG Heuer watch for you. Alternatively, get in touch using our handy Live Chat at the bottom right of our website or contact us via WhatsApp at 07751 807 041 to get help quickly from our team.