Trailblazing the future of motorsport, on and off the track.
Few have shaped the world of motorsport innovation like Jack Heuer. A true pioneer, his visionary approach revolutionized sponsorships and partnerships, setting new standards in the industry. Beginning with his groundbreaking collaboration with Ferrari in 1971, and later forging legendary alliances with McLaren (1986-2015), Jack Heuer’s influence helped redefine racing’s golden age. His leadership also brought TAG Heuer to the forefront as the Official Timekeeper of Formula 1 from 1992 to 2003, laying the foundation for partnerships that continue to inspire and innovate today.
A LEGACY OF TIMEKEEPING PIONEERS
In 1972, the “Le Mans Centigraph”, designed for the Ferrari Racing team, became the benchmark for motorsport timekeeping - adopted by racing teams worldwide as the pinnacle of accuracy and innovation.
Timeless Icons of Watchmaking History
Explore 12 legendary TAG Heuer models that have defined decades of innovation, style, and precision in the world of horology.
VINTAGE COLLECTION
HEUER CAMARO
LEARN MORE HEUER CAMARO
VINTAGE COLLECTION
HEUER AUTAVIA
LEARN MORE HEUER AUTAVIA
VINTAGE COLLECTION
HEUER MONACO
LEARN MORE HEUER MONACO
VINTAGE COLLECTION
HEUER EASY RIDER
Learn more HEUER EASY RIDER
VINTAGE COLLECTION
HEUER CARRERA
LEARN MORE HEUER CARRERA
VINTAGE COLLECTION
TAG HEUER FORMULA 1
LEARN MORE TAG HEUER FORMULA 1
VINTAGE COLLECTION
HEUER SILVERSTONE
LEARN MORE HEUER SILVERSTONE
VINTAGE COLLECTION
TAG HEUER S/EL
Learn more TAG HEUER S/EL
VINTAGE COLLECTION
HEUER MONZA
LEARN MORE HEUER MONZA
VINTAGE COLLECTION
TAG HEUER FORMULA 1
LEARN MORE TAG HEUER FORMULA 1
VINTAGE COLLECTION
TAG HEUER 6000 SERIES
LEARN MORE TAG HEUER 6000 SERIES
VINTAGE COLLECTION
TAG HEUER FORMULA 1
LEARN MORE TAG HEUER FORMULA 1Legendary Drivers, Iconic Timepieces
Discover the extraordinary connection between TAG Heuer watches and motorsport legends, where precision fuels greatness on the tracks and beyond.
Driven by Perfection
The TAG Heuer S/EL, with its unique 'S' link bracelet, mirrored Ayrton Senna's seamless blend of grace and speed on the track.
discover our tribute to ayrton senna
A Hollywood Icon
Famously worn by Steve McQueen in the movie Le Mans, the Heuer Monaco remains an emblem of daring style and motorsport excellence.
DISCOVER STEVE MCQUEEN’S LEGENDMAKING HISTORY TOGETHER FOR 60 YEARS
In 1971 Heuer made history by becoming the first watch brand to sponsor a Formula 1® team, with its logo emblazoned on the cars of Scuderia Ferrari. This marked the beginning of a long and fruitful involvement with the sport, including serving as the Official Timekeeper of Formula 1® from 1992 to 2003.
1962
On the wrist of legends
As Formula 1® drivers become trendsetters, watches like the Autavia, introduced in 1962, became synonymous with victory.
DISCOVER HEUER AUTAVIA
1969
The First Watchmaker in F1®
Heuer became the first watchmaking logo to appear on a Formula 1® car.
2016
Partners give you wings
TAG Heuer joined forces with Oracle Red Bull Racing, accompanying the team through multiple championships.
DISCOVER OUR PARTNERSHIP
1971
A good luck charm
As the Ferrari team began racking up wins, the Heuer Carrera 1158 watches gifted to them by Heuer earned a reputation as a golden ticket.
1971
The first team partnership
Using the revolutionary « Le Mans Centigraph », Ferrari and Heuer took precision timekeeping to the next level.
1974
Inspired by the greatest tracks
Heuer released several collections named for racetracks around the world, including the Silverstone.
DISCOVER HEUER SILVERSTONE
1986
A new era
The official launch of the TAG Heuer Formula 1 collection solidified the brand as pioneers or avant-garde.
DISCOVER TAG HEUER FORMULA 1 COLLECTION
1988
A legendary partnership
Ayrton Senna made the S/EL design part of his signature style and an emblem of TAG Heuer’s long Formula 1® history.
DISCOVER TAG HEUER S/EL
1992
Official timekeeper, part 1
The TAG Heuer Series 6000 debuted at the same time as TAG Heuer’s first tenure as Official Timekeeper of Formula 1®.
DISCOVER TAG HEUER SERIES 6000
2025
We are back
In 2025, TAG Heuer returns as the Official Timekeeper of Formula 1®, continuing its legacy with the sport’s top drivers and teams. An exciting new chapter begins. More to come.
ENGINEERED FOR THE FASTEST LAPS
TAG Heuer Monaco Split-Seconds Chronograph | F1®Inspired by the raw energy of Formula 1®, the TAG Heuer Monaco Split-Seconds Chronograph | F1® is a technical marvel. Its white ceramic case and red translucent dial pay homage to the signature colors and high-octane world of Formula 1®, while its rattrapante chronograph captures the precision and thrill of elite motorsport timing. Limited to only 10 pieces, this timepiece is a true collector’s icon.
THE TIMEKEEPER OF RACING LEGENDS
From the golden age of racing to the cutting-edge circuits of today, TAG Heuer remains an integral part of motorsport, embodying precision and an unwavering commitment to excellence. The racetrack forged us; speed, podiums, and the roar of engines are in our blood. As we return to the track, we are not just back—we are home. Forged by speed and driven by excellence, we are ready to celebrate new victories.
DRIVING THE FUTURE
Introducing F1 Academy™, a pioneering initiative dedicated to fostering female drivers at the highest levels of motorsport. As the Official Partner and Timekeeper of F1 Academy™, TAG Heuer is reinforcing its commitment to shaping the future of racing, ensuring that talent—not gender—determines success on the track.
Discover
The F1® Logo, FORMULA 1®, F1®, GRAND PRIX and related marks are trademarks of Formula One® Licensing BV. TAG HEUER FORMULA 1 is a trademark of LVMH Swiss Manufactures SA. All rights reserved.