The Official Timekeeper of Formula 1 is currently TAG Heuer, through a global partnership with its parent company, LVMH. While the title has long been more commercial than technical, tracing its full history reveals an evolution from manually operated chronographs to the modern official timing partnerships that we see today.
Grand Prix racing official timekeeping roles originate not from any specific watch brand, but rather a person. Her name was Michele Dubosc, who began her career in motorsport as a rally co-driver before mastering the art of timekeeping. In an era before a centralized timekeeping system, Dubosc’s reputation for accuracy was considered the gold standard. This was perhaps best illustrated at the 1971 Italian Grand Prix, where her timing results were presented and accepted as conclusive evidence against attempts at manipulating headlines.
Timeline of Official Formula 1 Timekeepers
| Years | Timekeeper | Notes |
|---|---|---|
| 1974–1979 | Heuer | The Heuer Centigraph HL205 quartz timer was used to time multiple cars via the ACIT system |
| 1982–1991 | Longines | Official Timekeeper of Formula 1, partnered with Olivetti |
| 1992–2003 | TAG Heuer | Official Timekeeper of Formula 1 |
| 2006–2015 | Jacques Lemans* | 10-year license to produce Formula 1-branded timepieces |
| 2010–2012 | Hublot | Official Watchmaker of Formula 1 |
| 2013–2024 | Rolex | Official Global Partner and the Official Timepiece of Formula 1 |
| 2025–Present | TAG Heuer | Official Timekeeper of Formula 1 |
1974-1979: Heuer (Functional Technical Partnership)
From a technological standpoint, Heuer laid the foundation for modern timekeeping with the development of their ACIT (Automatic Car Identification Technology) system which involved placing transponders in each car. The Heuer Centigraph HL205 quartz timer was used in Formula 1 from 1974 to 1979, and was able to accurately time vehicles down to a thousandth of a second. This became the last era where the official timekeeper actively performed race timing duties.
1982-1991: Longines
In the context of modern racing sponsorship, Longines became the first Official Timekeeper of Formula 1 in 1982 along with Italian computer brand Olivetti, a position it retained until the end of the 1991 season. While Longines never produced F1 watches, it did release a number of officially co-branded Ferrari timepieces as a sponsor of Scuderia Ferrari.
Longines branding has also appeared in Grand Prix motorcycle racing events from 1990 to 1994, possibly as an official timekeeper.
Thumbnail © Formula 1 / YouTube — Watch the video here
1992-2003: TAG Heuer
Heuer had been acquired by Techniques d’Avant Garde in 1985, and was known as TAG Heuer by the time it took on official timekeeping duties in 1992. By then, the well-established Formula 1 line was a mainstay in the TAG Heuer catalog but had been discontinued after LVMH acquired the brand in 1999.
In the early 2000s, the text “Official Timekeeper of the FIA F1 World Championship” was included on the case back of certain models such as the Micrograph F1 and F1 Kirium.
2006-2015: Jacques Lemans*
While there was no Official Timekeeper title involved, Austrian watch brand Jacques Lemans signed a 10-year agreement with Bernie Ecclestone in 2006 to produce officially licensed Formula 1 watches. With a consumer-friendly price range of €190 to €390, the aptly named F1 Collection was unveiled at Baselworld 2006.
2010-2012: Hublot
Hublot would become the Official Watchmaker of Formula 1 in 2010. The partnership was kicked off with the monochromatic Hublot F1 King before making a splash later that year with the infamous Bernie Ecclestone ad. Appearing in the ad was the first F1 King Power, a line of watches that would go on to span several years.
2013-2024: Rolex
Rolex began its tenure as a Global Partner and the Official Timepiece of Formula 1 in 2013. Despite having never produced any officially licensed watches with any team, driver, or the series itself, the famous brand has long enjoyed an established association with the pinnacle of motorsport including three-time F1 world champion Sir Jackie Stewart being a longtime ambassador. Reports of the brand’s exit from the sport began surfacing in July of 2024.
Rolex signage at the 2018 Azerbaijan Grand Prix (Photo: President.az, licensed under CC BY 4.0, via Wikimedia Commons)
2025-Present: TAG Heuer
An announcement made on October 2, 2024 confirmed a 10-year global partnership between Formula 1 and LVMH starting in 2025. TAG Heuer subsequently announced their return as the Official Timekeeper of Formula 1 on January 1, 2025 via the watch brand’s social media outlets.
* There is an apparent overlap between Jacques Lemans and Hublot that is not well-documented. One likely possibility is some form of limited licensing agreement similar to what Ferrari had with Hublot and Movado, where the two brands stayed in distinctly separate price ranges.
References
https://racingnews365.com/the-story-of-f1s-first-time-keeper
https://monochrome-watches.com/watches-formula-1-episode-1-history-rolex-official-timekeeper/
https://timeandtidewatches.com/timing-formula-1/
https://x.com/TAGHeuer/status/1887425335740043321
https://www.watchesandculture.org/forum/en/watch-brands-and-formula-1/
https://www.longines.com/en-us/magazine/pioneer-spirits/timing-formula-one/
https://www.longines.com/en-us/magazine/pioneer-spirits/timing-ferrari-with-longines/
https://magazine.tagheuer.com/en/2024/06/28/tag-heuer-a-long-history-of-performance-on-the-tracks/
https://tagheuerenthusiast.blogspot.com/2020/07/history-tag-heuer-formula-1-first.html
http://tagheuerenthusiast.blogspot.com/2020/08/history-tag-heuer-formula-1-era-two.html
https://tagheuerenthusiast.blogspot.com/2023/01/history-tag-heuer-microtimer-2002-2008.html
https://www.autosport.com/f1/news/tag-heuer-pulls-out-as-f1s-timekeeper-5065117/5065117/
https://www.europastar.com/magazine/highlights/1002763480-jacques-lemans-gets-the-f1-nod.html
https://clicktempus.co.uk/jacques-lemans-dont-tell-the-watch-snob/
https://www.theceomagazine.com/executive-interviews/apparel-accessories/andreas-riedl/
https://www.autoevolution.com/news/hublot-becomes-f1-official-watchmaker-18193.html
https://www.topspeed.com/cars/car-news/swiss-timepiece-hublot-becomes-official-watch-of-formula-one/
https://www.autoblog.com/news/hublot-presents-the-f1-king-official-timepiece-of-formula-one
https://www.ablogtowatch.com/hublots-tactic-with-the-blackeyed-bernie-ecclestone-watch-ad/
https://newsroom.rolex.com/world-of-rolex/rolex-and-sports/rolex-and-motor-sport/rolex-and-formula-1/rolex-and-formula-1-2024/news-story/start-of-season-press-release
https://www.ablogtowatch.com/rolex-replaces-hublot-as-official-formula-1-racing-timekeeper/
https://www.watchtime.com/blog/rolex-becomes-official-formula-1-timekeeper/
https://beyondtheflag.com/posts/long-time-formula-1-sponsor-rolex-depart-12-years-01j2fr00r593
https://www.gpblog.com/en/news/288718/rolex-steps-out-of-formula-1-red-bull-sponsor-tag-heuer-comes-on-board.html
https://monochrome-watches.com/now-official-lvmh-global-partner-formula-1-from-2025-now-official-tag-heuer-louis-vuitton/
https://x.com/TAGHeuer/status/1874244196858753056
https://www.instagram.com/tagheuer/reel/DEQxUK_NLD6/
https://www.tagheuer.com/us/en/partnerships/f1.html