TAG Heuer replaced Rolex as Formula 1’s Official Timekeeper starting in 2025, as LVMH began a ten-year Global Partnership with the sport. The deal brings distinct roles for TAG Heuer, Louis Vuitton and Moët & Chandon—but Formula 1 and LVMH have not publicly explained Rolex’s departure or disclosed the agreement’s financial terms.
What changed in Formula 1’s timekeeping?
On January 6, 2025, Formula 1 announced that TAG Heuer would return as its Official Timekeeper from the 2025 season. That confirms the new timekeeper; it does not specify when Rolex’s arrangement ended, whether it expired or was not renewed, or why the change happened. “Rolex is out” is therefore a practical description of the change in role, not an explanation of the contract decision. Formula 1’s announcement of TAG Heuer’s return uses the word “return” and describes the brand’s prior connection to the sport.
How long is the LVMH Formula 1 deal?
Formula 1 and LVMH announced on October 2, 2024, that LVMH would become a Global Partner from 2025 under a ten-year agreement. The announcement named Louis Vuitton, Moët Hennessy and TAG Heuer as participating maisons and described plans for hospitality, bespoke activations, limited editions and content. It did not disclose a price or other financial terms. Formula 1’s partnership announcement and LVMH’s announcement establish the start year and duration.
Which LVMH brands have roles in F1?
The partnership is not a single interchangeable sponsorship. Each participating brand has a different visible job at races.
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| Brand or group | Formula 1 role | What fans see |
|---|---|---|
| TAG Heuer | Official Timekeeper from 2025 | Trackside branding and activations in Fan Zones and the Paddock Club, alongside new product ranges. |
| Louis Vuitton | Official Partner; title partner of the 2025 Australian Grand Prix | Trackside signage and trophy trunks presented during podium celebrations. |
| Moët & Chandon / Moët Hennessy | Moët & Chandon is Official Champagne | Moët Hennessy’s 2025 activation included the cooldown room and podium ceremony. |
Formula 1 named Louis Vuitton as an Official Partner and title partner of the 2025 Australian Grand Prix on January 30, 2025. Its announcement says Vuitton’s trophy trunks had previously featured at Monaco from 2021 through 2024 through its partnership with the Automobile Club de Monaco. Formula 1’s Louis Vuitton announcement details that role. In a February 19, 2025 launch announcement, LVMH identified Moët & Chandon as Official Champagne and TAG Heuer as Official Timekeeper. LVMH’s announcement describes the partnership as it went live.
What did the partnership look like in its first season?
In its December 8, 2025 retrospective, LVMH described Louis Vuitton trophy trunks at each Grand Prix, a TAG Heuer pit-lane clock, and Moët Hennessy’s presence in the cooldown room and podium ceremony. LVMH called 2026 the partnership’s second season. These activations show how the agreement reaches fans beyond the timekeeper designation, while leaving the brands’ contractual financial arrangements undisclosed. LVMH’s first-season account recaps the on-event presence.
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Why did Rolex leave F1?
The official announcements cited here do not state why Rolex’s timekeeper role ended or changed, or give the end date or terms of its arrangement. They establish that TAG Heuer returned as Official Timekeeper in 2025 and that LVMH’s ten-year partnership began that year. Without attributable evidence, claims about a disagreement, a deliberate withdrawal, or a specific financial offer should not be treated as confirmed.
Independent reader supportYour contribution helps us test, update, and keep practical guides available for everyone.What is known about the deal’s value?
Formula 1 and LVMH have not disclosed the agreement’s financial terms in the announcements cited above. Formula 1’s October 2024 release said further details would follow in early 2025, but that statement does not establish a fee. Reported figures should not be presented as confirmed contract values without a reliable, attributable source that supports them.
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