TAG Heuer makes timely move into F1 Academy

TAG Heuer has become an official partner and timekeeper of the all-female F1 Academy while also designing one of the partner liveries for 2025.

Having been recently confirmed as Formula 1’s official timekeeper, replacing Rolex, and the first-ever title sponsor of the Monaco Grand Prix, TAG Heuer has furthered its collaboration.

This is part of LVMH’s 10-year, $1billion deal with F1 meaning TAG Heuer, Moet & Chandon and Louis Vuitton have all linked up with the championship ahead of the 2025 season.

Now that has extended into the all-female series and the F1 Academy managing director Susie Wolff is pleased to have the brand on board.

“We are proud to welcome TAG Heuer as Official Partner and the first Official Timekeeper for F1 Academy from 2025,” she said.

“This partnership reflects a joint commitment to empower female talent and a desire to accelerate change in our sport – it’s most certainly not just a man’s world anymore.”

TAG Heuer F1 Academy

For TAG Heuer CEO Antoine Pin, it is a partnership that makes sense as he said: “The values of F1 Academy perfectly reinforce the commitments and ideals of TAG Heuer where innovation and performance are on par with our egalitarian spirit and our openness to all.

“We are honoured to continue our indelible connection to motor racing by becoming Official Partner and Official Timekeeper of F1 Academy.”

It was also announced that the Tag Heuer car, operated by Hitech Grand Prix, will be driven by Aiva Anagnostiadis.

The 17-year-old Australian will contest her rookie campaign in F1 Academy this season having finished 10th in the 2024 Indian F4 Championship.

“I’m beyond excited for the 2025 season,” she said. “This is an amazing opportunity, and working with a team like Hitech GP and a sponsor like TAG Heuer is a dream come true. I’m ready to chase my goals, and fight for every opportunity to win.”

Hitech is also new to the F1 Academy grid in 2025 and will race three cars as the field extends to 18.

All seven rounds of the championship will be held as F1 support events with the opening race taking place during the Chinese Grand Prix weekend on 22 March in Shanghai.

Abbi Pulling is the reigning F1 Academy champion after a dominant 2024 season, which saw her rewarded with a fully funded seat at Rodin Motorsport in the 2025 GB3 Championship.