Tag Heuer will replace Rolex as Formula One's official timekeeper this season as part of a new 10-year partnership with French luxury giant LVMH, the Liberty Media-owned sport announced on Monday.

Over the summer, it was reported that the Swiss watchmaker was gunning to become the motor-racing competition’s official timekeeper, a title previously held by its competitor Rolex. Now, the brand’s parent company, LVMH, has successfully completed the sponsorship transfer with a 10-year contract after more than two decades.

Starting from next season, TAG Heuer will again be F1’s official timekeeper, having previously held the title between 1992 and 2003. High-end Swiss watchmaker Rolex had been a partner to F1 since 2013. F1 is celebrating its 75-year anniversary in 2025 and will hold a first-ever joint-season launch at the O2 in London on 18 February.

TAG Heuer will take the wheel to become Formula 1's official timekeeper again starting in 2025, marking the end of the sport's partnership with Rolex, which has held the role since 2013.

It has been more than 55 years since TAG Heuer first slapped its logo across the hood of Jo Siffert’s Lotus 49B, but finally, the true king of the track

Motor racing’s prestigious Formula 1 (F1) series has unveiled major watch brand Tag Heuer as its timekeeping partner for this season. This comes as one part of the overall long-term tie-up between F1 and French luxury goods conglomerate LVMH,

We're settling into the new year, and there's even more F1 news to share. TAG Heuer has officially become F1's new timekeeper as Rolex bows out and LVMH Group takes charge. Red Bull revealed the date that they will reveal their 2025 challenger and a McLaren mechanic has moved to a rival team to take a high-profile role.