{"id":147454,"date":"2024-08-21T10:31:30","date_gmt":"2024-08-21T08:31:30","guid":{"rendered":"https:\/\/luxus-plus.com\/f1-tag-heuer-lvmh-takes-over-from-rolex\/"},"modified":"2025-12-16T20:38:28","modified_gmt":"2025-12-16T19:38:28","slug":"f1-tag-heuer-lvmh-takes-over-from-rolex","status":"publish","type":"post","link":"https:\/\/luxus-plus.com\/en\/f1-tag-heuer-lvmh-takes-over-from-rolex\/","title":{"rendered":"F1: TAG Heuer (LVMH) takes over from Rolex"},"content":{"rendered":"

Rolex’s imminent withdrawal from Formula 1, after eleven years of partnership, leaves a void in motorsport.<\/strong><\/b> From 2025, TAG Heuer, the LVMH Group’s watchmaking house, will take over with a contract worth an estimated $150 million a year.<\/strong><\/b> A major strategic shift in sports sponsorship.<\/strong><\/b><\/h4>\n

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From 2025, TAG Heuer will succeed Rolex as Formula 1’s watch partner, marking a major turning point in the world of motorsport.<\/strong><\/b><\/p>\n

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This change comes after a long association between Rolex and the championship, which has contributed greatly to F1’s prestigious image. The arrival of TAG Heuer, with a financial commitment of $150 million a year, promises to revitalize relations between the sport and luxury brands.<\/strong><\/b> This new partnership could also change the expectations of these Houses in terms of visibility and prestige in the world of sport.<\/p>\n

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LVMH replaces Rolex in F1<\/b><\/h2>\n

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Rolex has enjoyed a long-standing relationship with Formula 1, making its mark on the sport through its role as Official Timekeeper and premium global partner since 2013<\/strong>. The House was omnipresent at key moments of the Grand Prix, its emblematic clock becoming a symbol of precision and elegance.<\/p>\n

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However, this historic collaboration will come to an end at the end of the 2024 season, according to online media Decalspotters<\/strong><\/b>. This departure represents a notable loss for Formula 1, the luxury brand having played a crucial role in enhancing its image associated with precision and prestige.<\/strong><\/b><\/p>\n

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The LVMH<\/strong><\/b> group, which owns TAG Heuer<\/strong><\/b>, will be F1’s new official watch partner from 2025, according to Decalspotters<\/strong><\/b>. LVMH’s agreement, worth around $150 million a year <\/strong><\/b>, represents a significant increase on Rolex’s previous investment (which was three times less), illustrating a stronger commitment to the sport.<\/p>\n

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TAG Heuer, already involved in Formula 1 as Official Timekeeper and Official Watch of Red Bull Racing since 2016 and of the Monaco Grand Prix since 2011, will see its role extended to the global level.<\/strong> The watch brand belonging to the LVMH stable is also a partner of the Historic Monaco Grand Prix and the Automobile Collection of H.S.H. the Prince of Monaco.<\/p>\n

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TAG Heuer<\/strong><\/b> ‘s current contract with the Red Bull team runs until the end of 2024, so it remains to be defined how the Maison will play its expanded role as F1 sponsor.<\/p>\n

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In general, TAG Heuer has been strengthening its presence in sport in recent times<\/strong><\/b>, not only by increasing its involvement in motor racing, but also in other sporting disciplines, as evidenced by its recent initiatives in surfing.<\/p>\n

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Rolex departure: impact on F1<\/b><\/h2>\n<\/p>\n

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Rolex’s departure<\/strong> is a significant turning point<\/strong> for motorsport enthusiasts<\/strong>. The Swiss company has not only been a premium partner of the Formula 1 championship, but also a major player in motor racing<\/strong>. Indeed, the brand with the crown can boast that \u201csince 1968, it has been at the side of Sir Jackie Stewart<\/strong>, triple world driver champion (1969, 1971, 1973), winner of 27 of the 99 Grand Prix he has started, and tireless advocate of driver safety\u201d.<\/p>\n

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The absence of Rolex<\/strong><\/b> could moderate the emotional impact linked to the excitement of the Grand Prix, where the emblematic clock played a central role <\/strong><\/b>as an indicator of the start of the races.<\/p>\n

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However, the new financial agreement signed by LVMH via TAG Heuer<\/strong><\/b> represents a significant increase on previous investments<\/strong><\/b>. And this more aggressive financial commitment strategy should encourage the group to maximize its return on investment<\/strong><\/b> by exploiting Formula 1’s global visibility.<\/p>\n

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It could also influence sponsorship trends, prompting other luxury companies such as Hublot<\/strong><\/b>, also an LVMH subsidiary, to consider greater financial commitments to sport.<\/p>\n

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Read also > TAG Heuer and surfing: a stronger maritime heritage<\/a><\/p>\n

\u00a9 Rolex Newsroom<\/p>\n","protected":false},"excerpt":{"rendered":"

Rolex’s imminent withdrawal from Formula 1, after eleven years of partnership, leaves a void in motorsport. From 2025, TAG Heuer, the LVMH Group’s watchmaking house, will take over with a contract worth an estimated $150 million a year. A major strategic shift in sports sponsorship.   From 2025, TAG Heuer will succeed Rolex as Formula 1’s watch partner, marking a major turning point in the world of motorsport.   This change comes after a long association between Rolex and the championship, which has contributed greatly to F1’s prestigious image. The arrival of TAG Heuer, with a financial commitment of $150<\/p>\n","protected":false},"author":1,"featured_media":147441,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_seopress_titles_title":"","_seopress_titles_desc":"Rolex is leaving Formula 1 after decades of partnership, replaced by LVMH's TAG Heuer from 2025.","_seopress_robots_index":"","_seopress_robots_follow":"","_seopress_robots_imageindex":"","_seopress_robots_snippet":"","_seopress_robots_primary_cat":"none","_seopress_robots_breadcrumbs":"","_seopress_robots_freeze_modified_date":"","_seopress_robots_custom_modified_date":"","_seopress_robots_canonical":"","_seopress_social_fb_title":"","_seopress_social_fb_desc":"","_seopress_social_fb_img":"","_seopress_social_fb_img_attachment_id":0,"_seopress_social_fb_img_width":0,"_seopress_social_fb_img_height":0,"_seopress_social_twitter_title":"","_seopress_social_twitter_desc":"","_seopress_social_twitter_img":"","_seopress_social_twitter_img_attachment_id":0,"_seopress_social_twitter_img_width":0,"_seopress_social_twitter_img_height":0,"_seopress_redirections_value":"","_seopress_redirections_enabled":"","_seopress_redirections_enabled_regex":"","_seopress_redirections_logged_status":"both","_seopress_redirections_param":"","_seopress_redirections_type":301,"_seopress_analysis_target_kw":"","footnotes":""},"categories":[5874,5868],"tags":[24003,24470,24133,23007,22970,22419,23044,23393,24643],"class_list":["post-147454","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-innovation-en","category-retail","tag-automobile-en","tag-communication-et-marketing","tag-divertissement-en","tag-khol-en","tag-lvmh-en","tag-news-en","tag-rolex-en","tag-sport-en","tag-tag-heuer-en"],"_links":{"self":[{"href":"https:\/\/luxus-plus.com\/en\/wp-json\/wp\/v2\/posts\/147454","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/luxus-plus.com\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/luxus-plus.com\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/luxus-plus.com\/en\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/luxus-plus.com\/en\/wp-json\/wp\/v2\/comments?post=147454"}],"version-history":[{"count":0,"href":"https:\/\/luxus-plus.com\/en\/wp-json\/wp\/v2\/posts\/147454\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/luxus-plus.com\/en\/wp-json\/wp\/v2\/media\/147441"}],"wp:attachment":[{"href":"https:\/\/luxus-plus.com\/en\/wp-json\/wp\/v2\/media?parent=147454"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/luxus-plus.com\/en\/wp-json\/wp\/v2\/categories?post=147454"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/luxus-plus.com\/en\/wp-json\/wp\/v2\/tags?post=147454"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}