LVMH, the company behind TAG Heuer, secures a partnership deal with Formula 1

Everything you need to know about the new partnership deal between Formula 1 and Tag Heuer

By Nathan S.R Published October 9, 2024

Tag Heuer and Formula 1 partnership — Tag Heuer / Tag Heuer

Formula 1 has a new 10-year partnership deal with LVMH that will kick off in 2025 during its 75th anniversary. LVMH is a multinational company made up of different subsidiaries, such as TAG Heuer, Moët Hennesy, and Louis Vuitton. Obviously, LVMH’s watchmaking Maison—TAG Heuer—is featured in the deal because timekeeping is an important aspect of professional racing, which can’t be left out.

According to Formula 1, “ the partnership will bring together the best of these two worlds and provide unparalleled experiences combining thrilling sport and elegant art-de-vivre, wheel-to-wheel racing and time-tested craftsmanship, for enthusiasts, fans and clients.”

Recommended Videos

Thanks to this new 10-year partnership deal, TAG Heuer will be the official Formula 1 timekeeping brand from 2025 to 2035. And as a luxurious establishment that’s closely associated with racing, this brand has been involved in different Formula 1 projects, creating a long-founded relationship with the sport.

For starters, TAG Heuer’s Formula 1 debut dates back to 1971, when it partnered with Ferrari by offering timepieces to drivers who competed. It also sponsored other racing teams, manufactured F1-inspired timepieces, and became the official Formula 1 timekeeping brand from 1992 to 2004.

At the moment, TAG Heuer is one of the sponsors behind the Red Bull F1 racing team, securing its position in the modern F1 racing world.

Max Verstappen, the three-time Formula 1 champion from the Red Bull team, has also been pushing the brand forward as the official ambassador. He has been spotted with the latest TAG Heuer timepieces on multiple instances, and the most recent one was the Monaco Chronograph Racing Green.

Since TAG Heuer is behind the team that set new records in the past three years, it aligns with Formula 1’s vision of surpassing boundaries while pursuing excellence — this inspires the partnership between the two.

“Our sport is founded on the relentless pursuit of excellence, a value that also lies at the heart of LVMH, so I am delighted to announce this historic partnership will begin in 2025,” said Stefano Domenicali, the Formula 1 CEO.

Topics

Nathan has devoted his life to collecting watches, studying horology, reviewing watches, and writing about timepieces. As a…

Fashion & Style

Classy men’s winter fashion: Timeless staples to elevate your cold-weather style

Stay stylish with these timeless winter staples

Man in suede coat in the snow

The winter is here, and you are undoubtedly deep into your winter wardrobe as you find ways to guard against the cold. Every man's wardrobe needs specific staples that carry him from one season to the next, and the winter is no different. But it isn't just about buying new things every winter; it is also about picking up the right things that will last for years and never go out of style. It isn't about the trendy year-in and year-out items. It is about picking up those classic items that you can pass on to your kids after you invest in quality garments because they are iconic and never go out of style. Don't worry, we put together a list of classy men's winter fashion items that you can shop and elevate your cold-weather wardrobe.
The legendary flannel

There is no more iconic men's cold-weather staple than a good flannel. They are the ultimate in outdoor wear. While they started as a hardworking Welsh fabric to guard against the weather in the dreary UK, it has established itself as the quintessential American masculine shirt worn by everyone from lumberjacks to dockworkers.

Fashion & Style

JJJJound and adidas announce the release date for the Superstar remix

adidas, JJJJound announce new sneaker

side view of black leather adidas superstar sneakers

Any shoe with the influence and impact as the adidas Superstar sneaker will always see redesigns and remixes. Throughout the years, this sneaker has seen many differing versions, adding to its legacy as one of the hottest sneakers in recent seasons. Although it’s hard to replicate the same impact as the original design, JJJJound is taking on this iconic silhouette and creating a new sleek design. Although much of the silhouette doesn’t change, this collaboration adds new touches and materials that elevate it to another level. A more sophisticated look for the Superstar sneaker, this collaboration is perfect for those wanting to infuse their street style into any occasion.
JJJJound x adidas Superstar 90 “Made in Japan”

Donning an all-black look, the collaborative Superstar sneaker uses JJJJound’s recognized Japanese leather for a soft and elegant look. Rather than add new features to the original shoe, this collaboration sees fewer details for a scaled-back appearance. In this latest iteration, the Superstar sneaker appears without its tongue logo and sans emblems on the heel tabs. Besides removing these features, the text “JJJJound” replaces the golden “Superstar” text along the side of the iconic three white stripes. A lowkey and subtle switch-up on a classic sneaker, this collaborative shoe draws a statement from how sleek and modern its appearance is. Ideal for those looking for a more sophisticated everyday sneaker, this collaboration is set to hit the shelves on February 1, 2025. Fans looking to purchase these sleek sneakers can do so via JJJJound’s web store.

Fashion & Style

Oak & Oscar releases rugged Humboldt GMT SAR watch for outdoor adventurers

A trip to the woods with the Humboldt GMT SAR Edition

Oak Oscar Humboldt GMT SAR Edition

Oak & Oscar has always been popular for its outdoor inclinations, which is one reason why it created a watch that aligns with the outdoorsy vibe: the Oak & Oscar Humboldt GMT SAR Edition. For this limited edition watch, the brand teamed up with the St. Louis County Rescue Squad, which patrols northern Minnesota’s Boundary Waters Canoe Area (BWCA) and the entire St. Louis County region.

Covering a piece of land stretching over 100,000 acres, the Minnesota Boundary Waters Canoe area consists of woodlands with natural streams and lakes—a peaceful haven for getting in touch with nature.