Formula 1® is one of the longest and arguably popular long standing car races in the world, so it is only just that Swiss watchmaker and innovator, TAG Heuer, are the official timekeepers for this season.
As we welcome back the drivers to British soil for the 2025 Formula 1® Qatar Airways British Grand Prix at Silverstone this weekend, we want to take a trip down memory lane with TAG Heuer®.
From the early days of Fangio and Faria to welcoming in rookies like Bortoleto, F1 has captivated audiences with exciting races, and nail biting crashes. Drivers have to be ahead of the curve, quick thinking and resilient to every minor or major thing on the track, something that TAG Heuer timepieces are built for.
In 2025, TAG Heuer re-claimed the official timekeeper spot for the F1 world championships, but their relationship with the sport delved deeper than 2025. In this article, we take a look back on the partnership between TAG Heuer and Formula 1® and some of the iconic timepieces sported by some of the fastest men in the world.
Going Global: The Beginnings of Formula 1®
Though the official Formula 1® World Championship was inaugurated in 1950 , the history of car racing dates back to as early as the 1920s where car makers would host the Manufacturers Car Championship and the European Drivers Championship. Shortly after World War 2, new regulations came into play, along with the expansion from Europe drivers and manufacturers to global accessibility.
On May 13th 1950, the first official Formula 1 race was held at Silverstone, England . Organised by the Fédération Internationale de l'Automobile (FIA) , the series brought together the world’s best drivers and manufacturers in a high-speed contest of innovation, strategy, and skill.
Giants like Alfa Romeo, Ferrari, and Maserati defined the early decades, while the sport evolved rapidly in terms of technology, safety, and global reach. Over time, F1 transformed from a European-centric circuit into a global phenomenon, with races spanning continents and capturing the imaginations of millions.
Today, Formula 1® represents the pinnacle of motorsport, top engineers, top drivers and innovative directors at the helm constantly innovating to create the best car in the world.
From Track to Screen: Drive to Survive
When Netflix premiered Formula 1: Drive to Survive in 2019, it marked a turning point for the sport’s global visibility. The docuseries, produced in collaboration with Formula 1® and Box to Box Films, offered unprecedented behind-the-scenes access to teams, drivers, and the intense rivalries that define the sport.
By blending cinematic storytelling with raw emotion, Drive to Survive transformed F1 from a niche motorsport into a compelling human drama. For the first time, fans could connect with the personalities behind the helmets, witnessing the pressure, politics, and ambition that fuel every race weekend.
Critically, the series expanded F1’s reach beyond traditional audiences. In the United States, a market where Formula 1 had historically struggled, the showcase of Drive to Survive made viewership skyrocket. New fans, particularly younger demographics and streaming-native audiences, were drawn in by the show's narrative depth and character focus. The impact was tangible: sold-out races, record social media engagement, and a younger, more diverse fan base.
The recent release of F1: The Movie has only added to the excitement around the current F1 season. The Movie follows silver-screen star Brad Pitt taking on the role of Sonny Hayes, a retired driver hopping back into the seat after 30 years and competing against 2025’s best F1 drivers.
Reclaiming the Pole Position for F1’s Official Timekeeper
In 1971 TAG 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.
By fusing avant-garde design with bold style, TAG Heuer has become a world pioneer in watchmaking innovation. Since 1860, every watch made by TAG Heuer in Switzerland has highlighted its commitment to excellence and high precision. Thanks to its unique savoir-faire and new technologies, TAG Heuer continues to constantly push boundaries and showcase its heritage.
TAG Heuer: Built for Speed, Worn for Style
Built for speed and built to last, the TAG Heuer Formula 1 is a proven performer. The bonds between TAG Heuer and the world of Formula 1 run deep, thanks to relationships with racing legends like Aryton Senna. The collection is inspired by motor racing and the daring drivers who take up the pole position challenge.
TAG HEUER AND AYRTON SENNA
One of the most iconic drivers of all time, The TAG Heuer Tribute to Ayrton Senna Collection is fearless, victorious and charismatic. Senna achieved 41 wins in his Formula 1 career, with 65 pole positions and 19 fastest laps. He was named the ‘King of Monaco’ for his impressive control in wet conditions and six wins in Monte Carlo.
The Ayrton Senna inspired timepieces feature three extraordinarily intricate timepieces; the Carrera Extreme Sport Tourbillion x Senna, The Formula 1 Chronograph X Senna 44mm and the Formula 1 Chronograph X Senna 43mm. All watches that embodies the pinnacle of performance and the relentless drive of the Brazilian legend.
These special edition pieces honour the long-standing partnership Senna had with TAG Heuer, and celebrate his incredible career in F1.
Related : Introducing the TAG Heuer Formula 1 Senna Special Edition
Silver Screen Star steve mcqueen
60’s and 70’s Hollywood film star, and ‘King of Cool’ Steve McQueen sported TAG Heuer timepieces on set of the 1971 film Le Mans. The American actor had always had an interest in motorsport racing, and, even if his acting career grew, he still insisted in getting into the drivers seat.
The film follows McQueens character, Michael Delaney, taking part in the iconic 24hr race of Le Mans. Though intense crashes and emotionally invoking scenes, Michael Delaney, racing in a Porsche 917 022, helps to secure a Porsche 1-2 win for le Mans 1971.
In the film, Steve McQueen opted for the TAG Heuer Monaco. A Square-faced automatic chronograph featuring the signature Calibre 11 movement. The beautifully designed watch had been gifted from McQueen to the Chief Mechanic, Haig Altounian for ‘keeping McQueen alive’during filming Le Mans.
Today, the TAG Heuer Monaco is still available in various collections like the TAG Heuer Monaco Chronograph Calibre 11, Calibre TH20-00 and Calibre Heuer 02.
Lights Out and Away We Go
The rich relationship between motosport and TAG Heuer is perfect to indulge in for the avid racing fanatic. With intricately and innovative designs and odes to the legacies of the likes of Ayrton Senna and Steve Mcqueen, TAG Heuer Formula 1® timepieces are a great addition to every look.
Whether you prefer the classic TAG Heuer or, would like to honour the look fashioned by McQueen, the Formula 1 Collection has a variety of options. If you would like to explore more in the world of TAG Heuer, we invite you to our showrooms in Truro and Taunton where our friendly teams can help you find a timepiece that is perfect for your next win.
