Rolex’s Departure from F1 and the Arrival of TAG Heuer

In a surprising turn of events, Rolex is rumored to be ending its Global Partnership with Formula 1 at the close of this year. Reports indicate that the LVMH Group, which owns luxury watch brands such as TAG Heuer and Hublot, is set to replace Rolex starting in 2025. This new deal is reportedly valued at an impressive $150 million annually, marking a significant financial leap in the sport’s sponsorship landscape.

Rolex, which first partnered with F1 in 2011, initially paid $10 million annually for its involvement. Over the years, the value of their sponsorship has grown, with the current deal estimated to be worth $50 million annually. Rolex’s association with F1 has granted it extensive trackside branding at all races and title sponsorship at select events, cementing its presence in motorsport.

The LVMH Group is no stranger to Formula 1, with both TAG Heuer and Hublot having previous and ongoing partnerships within the sport. TAG Heuer is a long-time partner of Red Bull Racing and the prestigious Monaco Grand Prix, while Hublot was a partner of Scuderia Ferrari from 2011 to 2020. Their deep-rooted history and involvement in F1 make the LVMH Group a fitting successor to Rolex.

As the transition unfolds, the LVMH Group’s entry into F1 is poised to bring a fresh wave of luxury and innovation to the sport. Fans and teams will be watching closely to see how this new partnership evolves and what unique contributions TAG Heuer and Hublot will bring to the world of Formula 1.