Tag Heuer becomes title sponsor of the 2026 Formula 1 Spanish Grand Prix

The Formula 1 Spanish Grand Prix is revving up with a new sponsor. Swiss luxury watchmaker Tag Heuer was announced as the event’s title sponsor on Saturday, 13 September, during a countdown event at Madrid’s Puerta del Sol. At 3 p.m.—the scheduled start time for the 2026 race—a giant Tag Heuer clock was set in motion.

The agreement, which reinforces Tag Heuer’s historic ties to motorsport, will ensure the brand maintains a prominent presence across all areas of the event. The activation includes exclusive experiences for fans, as well as on-track activities, in line with its role as Formula 1’s official timekeeper from 2025, following the ten-year global agreement signed between LVMH and the championship.

The Formula 1 Tag Heuer Gran Premio de España 2026 will take place from 11 to 13 September at the capital’s IFEMA Madrid exhibition center. This choice of dates has led IFEMA to modify the schedule for the summer edition of the fashion and accessories trade show Momad, which will now take place in July to avoid clashing with the sporting event.

Founded in 1860 by Edouard Heuer in Switzerland, the brand is now part of the LVMH group and has been led since 2020 by Antoine Pin. Headquartered in La Chaux-de-Fonds, Tag Heuer is present in 139 countries through a network of 260 directly operated stores and over 2,300 points of sale. Its portfolio includes watch lines such as Carrera, Monaco, Autavia, Link, Aquaracer, Formula 1 and Connected.