TAG Heuer became Formula 1’s Official Timekeeper in 2025, replacing Rolex. That change could let Rolex keep its motorsport identity through endurance racing and long-running automotive events without holding F1’s series-wide timekeeping role. But whether the change saves Rolex money or improves its business results is not established publicly by the sources cited here.
What changed in Formula 1
Formula 1 announced on January 6, 2025, that TAG Heuer would return as its Official Timekeeper for the 2025 season. F1 described the appointment as part of the start of a 10-year partnership with LVMH. Its current partner listing identifies LVMH as a Global Partner alongside Louis Vuitton, Moët Hennessy and TAG Heuer.
| # | Preview | Product | Price | |
|---|---|---|---|---|
| 1 |
|
Fossil Men's Watch, Neutra Quartz Stainless Steel Chronograph Watch for Men, Color: Silver | $191.98 | Buy on Amazon |
| 2 |
|
Michael Kors MK4741 - Petite Lexington Three Hand Watch Gold One Size | $245.00 | Buy on Amazon |
Rolex’s 2021 season-opening announcement described the company as an F1 Global Partner and Official Timepiece since 2013. TAG Heuer had previously held the Official Timekeeper role from 1992 to 2003, so the 2025 change is a return to a former position, not the brand’s first involvement with F1. [Formula 1, January 6, 2025] [Formula 1 partners] [Rolex, 2021 announcement]
F1 says TAG Heuer’s role includes trackside branding, Fan Zone and Paddock Club activations, and new product ranges. It also points to the brand’s motorsport history: its F1 team association began with Ferrari in 1971, followed by McLaren in 1985 and a more recent partnership with Red Bull. The official announcement does not disclose the partnership’s financial terms.
#1 Best Overall
- BOLD STYLE: This Neutra Fossil watch for men features a blue sunray dial and a chronograph movement; inspired by mid-century architecture, Neutra offers refined, yet versatile profile that's made to be dressed up or down
- CASE & MOVEMENT: 44mm case, 22mm band width, hardened mineral crystal lens resists scratches, accurate Quartz movement with chronograph analog watch display, date window, 3 subdials to track minutes, seconds, & 24-hour time, stopwatch, imported
- Dial: One of many among Fossil watches for men, this quartz watch features a round silver stainless steel case, with a blue sunray dial and silver accents
- WRIST WATCH BAND: Silver, durable stainless steel bracelet band with a secure fold-over clasp closure; links can be removed for a customized fit; interchangeable with all Fossil 22mm straps.
- WATER RESISTANT MEN'S WATCHES: Up to 50m (165ft); wearable for short periods of recreational swimming and showering, but not diving or snorkeling; 5 ATM
Why the change could work for Rolex
The argument that losing F1 could be a win for Rolex is about fit, not a proven financial outcome. Rolex’s current motorsport page lists associations with the FIA World Endurance Championship, IMSA WeatherTech SportsCar Championship, Rolex 24 At DAYTONA, Twelve Hours of Sebring and 24 Hours of Le Mans. It also names the Pebble Beach Concours d’Elegance and Goodwood Revival, linking the brand to classic automotive culture as well as racing. [Rolex and motor sport]
That portfolio gives Rolex several established motorsport touchpoints without the F1 timekeeper title. The company’s own history also connects its watchmaking to racing well before its F1 partnership: Rolex says its motor sport links began in 1930 with land-speed racer Sir Malcolm Campbell. It partnered with Daytona International Speedway in 1959, and named its 1963 Cosmograph Daytona to symbolize the connection. [Rolex partnership history]
It is reasonable to interpret the change as an opportunity for Rolex to concentrate on properties that suit its established image. That remains an interpretation, however: the cited sources do not say why Rolex’s F1 role ended, what either deal cost, or how Rolex evaluates its sponsorship returns.
Rolex and TAG Heuer now have different motorsport positions
| Dimension | Rolex | TAG Heuer / F1 |
|---|---|---|
| Documented role | Associations across endurance championships, major races and automotive events, as listed by Rolex. | F1 Official Timekeeper from the 2025 season, announced as part of a 10-year LVMH partnership. |
| Activation described | The cited Rolex page lists its sporting and event associations; specific activation terms are not stated there. | F1 describes trackside branding, Fan Zone and Paddock Club activations, and new product ranges. |
| Motorsport history | Rolex dates its motor sport links to 1930 and ties the Cosmograph Daytona name to its speedway relationship. | F1 cites TAG Heuer’s team associations beginning with Ferrari in 1971, McLaren in 1985 and later Red Bull. |
Sources: Rolex motor sport, Rolex partnership history, F1 announcement.
Free tools Windows power users keep installed
One-click scans. No signup required.
Rank #2
- EVERYDAY GLAMOUR: The Lexington analog watch epitomizes everyday glamour with its gold finish and sparkling pavé accents. Made entirely of stainless steel, this mini timepiece boasts a round face with a beveled topring & a matching bracelet strap
- PRECISE TIMEKEEPING: This Michael Kors Watch features a 26mm case, 14mm band width, scratch resistant mineral crystal, accurate quartz movement with 3-hand analog display, imported
- ELEGANT DESIGN: This women's watch features a round gold stainless steel case, with a gold dial
- COMFORTABLE FIT: Petite gold women’s watch with durable stainless steel bracelet; links can be removed for a customized fit
- SWIM-READY DURABILITY: This bracelet watch for women is water resistant up to 50m (165ft), wearable for short periods of recreational swimming and showering but not diving or snorkeling; 5 ATM
What F1’s sponsorship figures do—and do not—show
Liberty Media’s 2025 Form 10-K reports that sponsorship accounted for 21.7% of Formula 1’s total revenue in 2025, compared with 18.6% in 2024 and 18.0% in 2023. These are F1-wide shares, not the value of Rolex’s former deal or TAG Heuer’s new arrangement. The filing describes sponsorship as including event-based trackside advertising and race title packages, along with Global Partner and Official Supplier status. [Liberty Media 2025 Form 10-K and SEC filings]
The figures show that sponsorship is a meaningful part of F1’s revenue mix; they cannot establish whether Rolex’s departure was financially beneficial to Rolex. F1’s announcement and partner listing confirm the LVMH partnership and its term, but do not state its price.
What the “win” claim can safely mean
- Supported: TAG Heuer replaced Rolex as F1 Official Timekeeper in 2025, and Rolex continues to list multiple motorsport and automotive associations.
- Plausible analysis: Rolex may be able to preserve its racing identity through those other properties while no longer carrying the F1 timekeeper role.
- Not established: Rolex’s reason for leaving, the amount it may have saved, the relative value of the deals, or any effect on watch sales or brand prestige.
So the title’s “may be a win” is best read as a strategic possibility, not a reported result. The evidence supports continuity in Rolex’s motorsport presence, but not a conclusion about the company’s financial return.
Quick Recap
Product prices and availability are accurate as of the date/time indicated and are subject to change. Any price and availability information displayed on Amazon at the time of purchase will apply.
Recommended Free Tools
