As System 1 commemorates its seventy fifth anniversary, TAG Heuer returns to the top of motorsport as its Official Timekeeper. This marks the revival of a historic partnership outlined by shared values of luxurious, precision, innovation, efficiency, and velocity. With a legacy spanning over seven a long time, TAG Heuer’s 2025 comeback symbolizes the proper alignment of two icons of their respective domains.
A Trailblazer in System 1 Historical past
TAG Heuer holds a singular place in System 1’s annals. In 1969, it grew to become the primary luxurious model to characteristic its emblem on a System 1 automobile. By 1971, it pioneered workforce sponsorship, laying the groundwork for contemporary motorsport branding. Through the years, TAG Heuer has been related to exceptional achievements: 239 wins, 613 podiums, 9,471 factors, and a staggering 26 World Championship titles—11 Constructors’ and 15 Drivers’—by way of partnerships with legendary groups and drivers.
A Multi-Decade Connection
Based in 1860, TAG Heuer rapidly established itself as a frontrunner in precision timekeeping. In 1911, it launched the primary dashboard-mounted chronograph, and in 1916, it unveiled the Mikrograph, the primary stopwatch correct to 1/one hundredth of a second. By the Fifties, TAG Heuer was crafting chronographs for individuals who valued precision above all else, making it a pure match for the burgeoning world of System 1.
The Nineteen Sixties marked TAG Heuer’s deeper integration into the game. The model grew to become synonymous with drivers like Jochen Rindt, who famously wore a Heuer Autavia reference 2446 throughout his profession. A pivotal second got here when Jack Heuer, then CEO, partnered with Jo Siffert, a proficient Swiss driver. This groundbreaking deal noticed the Heuer emblem on Siffert’s automobile and go well with, making TAG Heuer the primary luxurious model to sponsor a System 1 driver—a technique that revolutionized sports activities advertising.
Collaborations with Scuderia Ferrari and McLaren
In 1971, Ferrari sought a cutting-edge timing resolution for its Fiorano check observe. TAG Heuer delivered the Le Mans Centigraph, a revolutionary machine operated by the legendary timekeeper Jean Campiche, affectionately known as “The Pianist.” This collaboration was essential in Ferrari’s 1975 championship triumph with Niki Lauda.
The partnership with Ferrari resulted in 1979, however TAG Heuer continued its legacy with McLaren, resulting in certainly one of System 1’s longest and most profitable collaborations. Following TAG Group’s acquisition of Heuer in 1985, the corporate grew to become TAG Heuer, and its emblem appeared on McLaren’s MP4/2C, which clinched the 1986 Drivers’ Championship with Alain Prost. That very same 12 months, TAG Heuer launched the System 1 watch, a vibrant and enduring icon of motorsport tradition.
TAG Heuer’s affiliation with McLaren prolonged into the Nineteen Nineties. It supported legendary drivers like Ayrton Senna, who wore TAG Heuer watches throughout his three championship wins. Immediately, TAG Heuer continues to honour Senna’s legacy by way of its partnership with the Senna Basis.
Official Timekeeper: Then and Now
In 1992, TAG Heuer grew to become the Official Timekeeping Companion for System 1, revolutionizing race knowledge seize and enhancing the viewing expertise for hundreds of thousands. The TAG Heuer emblem, synonymous with precision and innovation, grew to become an indelible a part of System 1’s international broadcast imagery.
The fashionable period introduced additional accolades. From Mika Häkkinen’s back-to-back titles in 1998 and 1999 to Lewis Hamilton’s maiden championship in 2008, TAG Heuer remained on the coronary heart of System 1. In 2016, it joined forces with Oracle Purple Bull Racing, contributing to 4 Drivers’ Championships with Max Verstappen and two Constructors’ titles—a partnership that continues to flourish.
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A New Period Begins
Below Liberty Media’s stewardship, System 1 has witnessed unprecedented development, with a world fanbase of 750 million, over 90 million social media followers, and a youthful, extra various demographic. The 2024 season alone drew 1.5 billion viewers, with an exhilarating Constructors’ Championship battle between McLaren and Ferrari charming followers worldwide.
Antoine Pin, CEO of TAG Heuer, expressed his pleasure concerning the model’s return:
In a sport outlined by psychological resilience, bodily power, technique, innovation, and efficiency, it’s only pure that TAG Heuer is the official timekeeper of System 1. With a long time of historical past connecting us to essentially the most profitable drivers and groups, we’re honoured to be the title synonymous with the final word measure of success: time.
Stefano Domenicali, President and CEO of System 1, added:
TAG Heuer’s legacy in System 1 is unparalleled. Their concentrate on innovation and precision makes them a pure companion as we rejoice our seventy fifth 12 months. Collectively, we’ll create new tales to encourage the subsequent technology of followers.
Wanting Forward
As System 1’s Official Timekeeper, TAG Heuer may have a major presence each on and off the observe in 2025. From trackside branding to Fan Zone and Paddock Membership activations, the model will mix its storied heritage with cutting-edge experiences. New watch collections impressed by the drama and pleasure of System 1 will additional strengthen this iconic partnership.
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With its unparalleled historical past and dedication to innovation, TAG Heuer embarks on this subsequent chapter, able to redefine the boundaries of precision and efficiency in motorsport.
