Tag Heuer and Formula 1: The Fastest Watches in the Game — and What They Cost

For decades, Tag Heuer (part of the LVMH group) has ruled the racetrack—not just with its iconic Formula 1 watches. With over 230 Grand Prix victories, more than 500 podium finishes, 15 Drivers’ World Championships, and 11 Constructors’ titles, the brand has been the timekeeper behind some of motorsport’s most legendary moments. From iconic circuits to unforgettable finishes, Tag Heuer has captured them all—helping shape the legacy of racing greats like Ayrton Senna and Max Verstappen.

Tag Heuer and Formula 1: A Legacy Partnership

In 1971, Heuer made history as the first watch brand to sponsor a Formula 1 team, placing its logo on the iconic cars of Scuderia Ferrari. That milestone marked the beginning of a long and successful relationship with the sport—one that included serving as the official timekeeper of Formula 1 from 1992 to 2003. Its collaborations with top-tier teams like Ferrari (1971–1979), McLaren (1986–2015), and Oracle Red Bull Racing (ongoing) have cemented Tag Heuer’s presence at the heart of some of the most defining moments in elite motorsport.

But beyond the sleek marketing campaigns and long-standing partnerships, Tag Heuer’s true contribution to motorsport timing lies in its revolutionary innovations. In 1916, the Swiss watchmaker launched the Mikrograph—the first stopwatch capable of measuring 1/100th of a second. By 1966, it had broken another barrier with the Microtimer, the first to reach 1/1000th of a second. Then came the Le Mans Centigraph in 1971, a groundbreaking device able to time multiple cars to the nearest 1/1000th of a second—an unprecedented achievement that cemented Heuer’s status as the leader in motorsport timekeeping.

This passion for motorsport has fueled the creation of some of Tag Heuer’s most iconic watch collections—each one capturing a distinct chapter in the brand’s racing legacy. The revolutionary square-cased Heuer Monaco, unveiled in 1969; the Heuer Monza, launched in 1976 to celebrate Ferrari’s 1975 World Championship; and the Heuer Silverstone, introduced in 1974 in tribute to the legendary British circuit. Alongside the Tag Heuer Carrera and Tag Heuer Formula 1 collections, these timepieces continue to embody the adrenaline and triumph that define the Swiss watchmaker’s DNA.

2025 marks the beginning of a new era in the decades-long story between Tag Heuer and Formula 1. As the official timekeeper of Formula 1, Tag Heuer will have a powerful presence both on and off the track—with branding along the circuits, immersive Fan Zone and Paddock Club activations, and bold new product lines that channel the spirit and adrenaline of the sport. To celebrate this next chapter, the Swiss watchmaker is giving its iconic Formula 1 collection a major refresh—both aesthetically and technically.

The story behind the Tag Heuer Formula 1 collection

Flash back to 1986. As the world witnesses the passing of Halley’s Comet, the tragedy of Chernobyl, and the loss of French icon Coluche, Tag Heuer launches a watch line that would become a cultural phenomenon: the Formula 1. It was the first model to bear the full “Tag Heuer” name, launched shortly after Techniques d’Avant Garde—one of the leading manufacturers of racing car components—acquired Heuer.

With its bold, disruptive design and electric colorways, the Formula 1 quickly became a gateway timepiece for a new generation of collectors. For many, it was their very first Swiss Made watch—and a symbol of style, innovation, and speed.

The Formula 1 watch draws inspiration from a 1970s reference—the Heuer Easy Rider—a sporty piece known for its resin case and bold, striking colors that echoed the explosive color palettes of vintage racing cars. With the launch of the Formula 1, which sold over three million units, Tag Heuer firmly established itself as a contemporary watch brand, showcasing its mastery of both cutting-edge technology and traditional analog watchmaking.

The Formula 1 stood out with its distinctive design: a precise quartz movement, lightweight resin case, rubber strap, and vivid color accents in blue, yellow, red, green, or orange—a vibrant nod to the golden age of motorsport.

The timepiece cemented its legendary status thanks to numerous partnerships Tag Heuer forged with star drivers and high-profile motorsport events, often accompanying them with bold and memorable campaigns. One iconic image shows a Formula 1 driver dressed in red Marlboro gear, with the tagline: “The Heuer Formula 1. Guaranteed unbreakable against shocks and scratches at high speeds.”

A second groundbreaking campaign in the 2000s, titled “What are you made of?”, propelled the watch into a new stratosphere by featuring racing legends like Kimi Räikkönen, Juan-Pablo Montoya, David Coulthard, Mika Häkkinen, Fernando Alonso, and Lewis Hamilton.

Beyond its media fame, the Formula 1 collection also became a playground for experimentation, spawning numerous limited editions that are highly coveted today. From the recent Tag Heuer Formula 1 Chronograph x Oracle Red Bull Racing and the Max Verstappen Special Edition, to the Formula 1 Red Bull Racing Special Edition, the Tag Heuer Senna Special Edition, and the Formula 1 Fragment by Hiroshi Fujiwara—the Japanese streetwear maestro—the collection continues to push boundaries and captivate collectors worldwide.

The modern-day Tag Heuer Formula 1

It all kicked off in 2024—38 years after its original launch—when Tag Heuer made headlines with an unprecedented collaboration alongside lifestyle brand Kith and its founder, Ronnie Fieg. The new collection reimagines the 35mm Formula 1 in ten bold colorways, each inspired by Tag Heuer’s historic models.

Purists can rest easy: the brand has carefully preserved the iconic aesthetic codes of the 1980s. In fact, Tag Heuer even called upon its original case supplier, using the same molds that shaped the cases back in 1986. The design features the original hour hand shape—a triangle with a dot at 12 o’clock—indexes alternating between shields and dots every quarter hour, and a contrasting minute track.

That said, these Formula 1 2.0 models come with subtle upgrades: sapphire crystal replaces the plastic glass, and rubber straps have taken over from the original plastic bracelets. A first in the watch’s history? Tag Heuer has merged its logo with that of a partner for the very first time. These limited-edition gems flew off the shelves at record speed.

Yet, to satisfy discerning collectors and during the latest LVMH Watch Week, Tag Heuer unveiled an exciting new expression of its iconic—and aptly named—Formula 1 collection. This celebration of the ever-bold racing spirit at the heart of Tag Heuer’s DNA takes shape in five new chronographs engineered to bring the thrill of speed right to the wrist.

Innovation and daring design are the two key ingredients defining the new face of the Formula 1. The 44mm case draws inspiration from the aerodynamic lines of F1 cars and is crafted from Grade 2 titanium. Some models feature a black DLC coating for a robust, commanding presence, paired with dynamic rubber straps.

Completing the look is a fixed bezel with a tachymeter scale and a black opaline dial showcasing three subdials and vibrant lacquered accents in red, blue, or lime green—perfectly matched to the titanium screw-down crown, seamlessly integrated into the case design.

Under the hood beats Tag Heuer’s Calibre 16, an automatic movement with up to 42 hours of power reserve, driving the chronograph functions: a 30-minute counter at 12 o’clock, a 12-hour counter at 6 o’clock, and running seconds at 9 o’clock. This high-performance engine also powers the fifth iteration of the Formula 1 series—a limited edition celebrating Tag Heuer’s partnership with the Oracle Red Bull Racing F1 team, established in 2016.

The model embraces the team’s signature colors—deep blue, red, and yellow—and is housed in a 44mm sandblasted titanium case. It’s the only watch in the new collection to feature a blue opaline dial with a subtle checkered pattern, a fixed tachymeter bezel crafted from forged carbon, and a caseback engraved with the Oracle Red Bull Racing logo. Perfect for shining bright on the asphalt.

Finally, after the sporty 44mm edition, Tag Heuer returns to its roots with a brand-new 38mm Formula 1 collection—a smaller, unisex size that harks back to the original 35mm Serie 1 launched in 1986. Revealed at Watches and Wonders 2025, this horological speedster comes in striking, electric colors reminiscent of the explosive palettes of vintage racing cars.

The collection includes nine pieces crafted in a variety of materials and finishes, offered on steel or rubber straps. Most notably, these new Formula 1 models are powered—for the first time in the collection—by cutting-edge Solargraph technology: a quartz movement fueled by solar energy. After just under 40 hours of light exposure, the watch boasts an impressive power reserve of over 10 months, whether in darkness or daylight.

Six of these pieces are limited editions, while three will become part of the regular collection. For now, only three models are available, with Tag Heuer set to unveil more exciting releases at upcoming Formula 1 Grand Prix events.

The price of a Tag Heuer Formula 1 watch

Tag Heuer Formula 1 watches offer a “reasonable” entry point compared to some other models in the brand’s catalog. The collection starts at around HKD$12.350 for a classic Formula 1 Date iteration. The new Tag Heuer Formula 1 Solargraph begins at HKD$14.400 on a rubber strap and climbs to HKD$15.250 with a steel bracelet.

The priciest pieces today are the new 44mm titanium Formula 1 Chronographs, priced at HKD$39.550, while the special edition Tag Heuer Formula 1 Chronograph x Oracle Red Bull Racing retails for HKD$43.650.

Which Tag Heuer watches appreciate in value?

The value of Tag Heuer watches can fluctuate based on several factors, including the rarity of the model, its condition, market demand, and whether it’s a limited or special edition. However, they are generally not regarded as pure “investment” pieces by serious watch collectors.

That said, certain vintage models—like the Monaco and Carrera—remain highly sought after, though their prices tend to stay relatively “reasonable” compared to other luxury collectibles.