TAG Heuer will be the title partner of the Formula 1 TAG Heuer British Grand Prix 2027, following confirmation of the race at Silverstone on the newly published Formula 1 calendar. The agreement places the Swiss watchmaker’s name on one of the most historic events in the sport, at the circuit that hosted the first official Formula 1 race more than 75 years ago.
The British race becomes the third TAG Heuer Title Grand Prix. It follows the Formula 1 TAG Heuer Grand Prix de Monaco, where the brand was title partner in 2025, and the Formula 1 TAG Heuer Gran Premio de España in Madrid, which carries its name in 2026. Together, the three events give the company title status at a major European race in each of three consecutive seasons.
The choice of venue carries additional weight for the maison. Silverstone gave its name to one of the house’s best-known chronographs of the 1970s, and the company describes the United Kingdom as one of its key markets today.
Three races in three seasons
A title partnership places the partner’s name within the official name of the event itself. For TAG Heuer, the arrangement at Silverstone continues a programme that began in Monaco in 2025 and moves to Madrid during 2026. The sequence gives the brand a consistent presence at a headline race in each year of the agreement.
The partnership also builds on the company’s role as Official Timekeeper of Formula 1, a position that places its timekeeping at the centre of the sport. The British Grand Prix adds a further dimension, connecting that present-day role with a circuit that features prominently in the brand’s own history.
The relationship between the watchmaker and motorsport spans several decades, with its timekeeping and expertise present at many of the sport’s defining moments. Partnerships with Scuderia Ferrari and McLaren preceded the brand’s current alliance with Oracle Red Bull Racing, a relationship that has now run for a decade.
Its association with individual drivers has been equally significant, linking the brand with Ayrton Senna and Max Verstappen, whom the company counts among the greatest drivers in the sport. On the strength of these connections, the company regards its heritage in Formula 1 as unrivalled.
Chronograph and Circuits
Silverstone holds a particular place in company history through the Heuer Silverstone, introduced in 1974 as the successor to the Heuer Monaco. The automatic chronograph kept the square form of its predecessor but softened the edges and added hooded lugs, giving the case a more refined profile.
Buyers could choose between blue, fumé and red dials, and the watch became one of the defining designs of the period. It was worn by celebrated drivers of the day, among them the Swiss pilot Clay Regazzoni during his time with Ferrari. That association gives the 2027 partnership a direct link to the brand’s own design archive.
The company has placed clear emphasis on the United Kingdom in explaining its choice of race. Béatrice Goasglas, CEO of TAG Heuer, pointed to both the circuit’s history and the importance of the British market when the partnership was announced.
“For TAG Heuer to be title partner for the 2027 British Grand Prix is an honour and a privilege for us. As one of the most storied tracks on the calendar, and the location of the first ever official Formula 1 race more than 75 years ago, it is also located in one of the key markets for TAG Heuer today making it all the more of a moment for us to celebrate the incredible relationship between our maison and motorsport.”
Béatrice Goasglas, CEO, TAG Heuer
The company intends the partnership to further strengthen its presence in the UK, combining its motorsport links with its Swiss watchmaking expertise. Its name will form part of the official title of the 2027 race, placing the brand alongside Formula 1 across the event.
Innovation from the Jura Mountains
Founded in 1860 by Edouard Heuer in the Jura Mountains of Switzerland, the company is now part of LVMH Moët Hennessy Louis Vuitton SE, the world’s leading luxury group. It is based in La Chaux-de-Fonds, operates four production sites and employs 1,900 people across 139 countries. Its watches are sold through 260 boutiques and 2,300 points of sale worldwide, as well as online in selected countries.
Technical innovation has been a constant across the company’s 166 years, with milestones that include the oscillating pinion for mechanical stopwatches in 1887 and the Mikrograph in 1916. The Calibre 11 followed in 1969 as the first automatic-winding chronograph movement, and the first luxury smartwatch arrived in 2015.
The core collection today is built around the Carrera and Monaco, two families designed by Jack Heuer. These are supported by the contemporary Aquaracer, Formula 1, Link and Connected lines.
A philosophy of performance
The Silverstone agreement arrives under the brand’s new philosophy, Designed to Win, which builds on its record of bold innovation, resilience and high performance. Its prominent partnerships and brand ambassadors reflect a drive to push boundaries and to perform in the moments that matter most.
The 2027 British Grand Prix brings these elements together, connecting the company’s present role in Formula 1 with a watch that bore the circuit’s name more than half a century earlier. It also places the maison at a race of considerable historic standing, in a market the company counts among its most important.