TAG Heuer have strengthened their bond with Formula 1 and motorsport in general after being named the title partner for the 2027 British Grand Prix at Silverstone.
TAG, who have previously been the title sponsor of the Monaco Grand Prix and the Spanish Grand Prix, and are currently a major partner of the Red Bull team, have been associated with Formula 1 for decades, sponsoring the likes of Aryton Senna.
“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,” said Béatrice Goasglas, CEO of TAG Heuer in a statement.
The company also have a strong history with Silverstone itself, creating the Heuer Silverstone in 1974, inspired by the iconic racing track and the history of British motorsport with the watch serving as a successor to the Monaco.
It has not yet been confirmed what the sponsorship will entail for watch fans but there will be fingers crossed for a new model, especially if it’s a relaunch of the Silverstone, which last received an update in 2010 with a limited edition run.
TAG Heuer also recently relaunched the Carrera Chronograph Sport, which was heavily influenced by the brand’s relationship with racing.
Originally brought out in 2020, TAG Heuer’s Carrera Chronograph Sport received a 2023 modification for the brand’s 60th anniversary, bringing us to this 2026 relaunch with a completely redesigned dial.
There have also been significant changes to the case. Reduced from a weighty 44mm, the Sport now sits at 42mm on the wrist and while it’s still on the large side for a watch like this, especially as current trends favour dainty watches, the sleeker dimensions make it more versatile and wearable.
The watch has been made cleaner while most of the ceramic construction has been removed in favour of a steel cradle while the dial emphasises TAG’s longlasting association with motorsport with subdials for hours, minutes and seconds. The selected colourways also put a focus on legibility.
Five references are being released including the classic black dial with red hands option while there are also green, blue and white dial versions. A fifth watch pairs the blue dial with a brown calfskin strap, evoking the history of motorsport. The blue is the only colour available on a leather strap.
Launched at the recent Spanish Grand Prix, the watches are available now with the leather strap edition retailing for £5,300 while the bracelet versions are £5,500.
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