Worn & Wound
TAG Heuer Becomes the Official Timekeeper of Formula 1
Highlighting the various sponsorships that watch brands engage in is not something we normally cover as news here on Worn & Wound. That’s partly because these kinds of commercial ventures rarely have much to do with what we think of watch enthusiasm, given that they’re executed by enormous corporations who historically have little regard for the hobbyist and enthusiast segment of the market. It’s also because there are so many, it would become hard to draw a line in the sand to determine what is and is not newsworthy. Virtually every watch brand sponsors something, it’s one of the most time tested marketing tactics available to a watch brand. And the very nature of watchmaking means that there are natural relationships to be formed between brands and companies in a myriad of other disciplines. Few of those disciplines match motorsport when it comes to overlap in the proverbial Venn Diagram of the two interests, and F1 in particular has a higher than average profile. So when a storied watch brand announced a return to F1 sponsorship recently, we thought it was worth discussing. TAG Heuer announced recently that they’ll be returning as the official F1 timekeeper when the new season gets underway in March. TAG Heuer has an association with motorsport that is nearly unmatched among watch brands, so you can expect the brand to be making a pretty big deal out of the new partnership in the 75th anniversary F1 season. This is not the first time TAG Heuer has joined f...
