After a two-decade hiatus, TAG Heuer has returned to Formula 1 as its official timekeeper—rekindling a partnership with the world’s most glamorous and fast-growing motorsport. Speaking to Prestige, Chief Marketing Officer George Ciz shares why now was the perfect moment to re-enter the F1 scene and what this milestone means for the brand.
Why TAG Heuer’s F1 Comeback Matters
“It’s a brand-defining moment for us to be back in Formula One,” Ciz begins. “These opportunities don’t come around often.” Drawing from his 17-year career with the ATP Tour, Ciz says he’s never seen a sport accelerate in popularity like F1 has since Liberty Media took the reins.
“They’ve elevated the sport with everything from hospitality to storytelling,” he says, noting F1’s masterful use of social media and global scheduling. “Now there are 24 races, touching every major time zone and market—from Australia to Las Vegas. You just can’t escape it on a race weekend.”
For TAG Heuer, the alignment with F1 couldn’t be more perfect. “It matches our core values—performance, innovation, pushing limits, mental strength. We celebrate those qualities, and now we get to do it at the highest possible level.”
While TAG Heuer has long had a presence in F1 through team partnerships with Red Bull Racing and McLaren, becoming the official timekeeper unlocks a new dimension of storytelling and global exposure. “It’s on a totally different level,” Ciz says. “Since the start of the year, the impact on our business has already been huge.”
Why Now Was the Right Time
Ciz credits the timing of the return to TAG Heuer’s parent company, LVMH, which recently entered a global partnership with F1. “This was a group-led proposal, and it’s a strong vote of confidence that LVMH believes this is the right platform for TAG Heuer.”
What makes the move even more significant is the backdrop of economic uncertainty. “It’s been a tough period for the watch industry. Many brands went backwards last year and continue to struggle,” Ciz admits. “But we’ve managed to go the other way. We’ve grown, and we’re gaining market share around the world.”
The partnership required strategic shifts. “It pushed us to rethink how we approach marketing and where we allocate resources. But we knew we had to go for it, and now it’s clear we made the right call.”
On a New Scale Entirely
The scale of TAG Heuer’s current F1 involvement dwarfs any of its previous sponsorships. “It’s by far the biggest partnership we have in our portfolio,” says Ciz. “We had to reshape our marketing budget for it—and we’ll keep evolving it, because this kind of shift takes time.”
Much of this expansion reflects the transformation of Formula One itself. “It’s no longer just a sport—it’s a cultural phenomenon,” he says. “Some fans follow every lap, but others are drawn in by the style, the celebrities, the fashion, the energy.”
He recalls his experience at the 2022 Miami Grand Prix as a moment of revelation: “I’ve been to 47 cities for professional tennis events, and I’ve never seen anything like Miami for F1. Merch in hotel lobbies, show cars on the streets, drone shows over the beach—Formula One took over the entire city.”
A New Era for TAG Heuer
Ciz is clear: this is more than a marketing play. It’s a long-term strategic alignment. “Formula One has reached a level that’s very difficult for other sports to replicate. To be part of that, at this moment in time, is an amazing position for TAG Heuer.”
