There are few places where speed, heritage and spectacle come together quite like Silverstone. And in 2027, the legendary British circuit will have a new name across the Formula 1 calendar: the Formula 1 TAG Heuer British Grand Prix 2027.
TAG Heuer will become Title Partner of the British Grand Prix, bringing the Swiss watchmaker’s long-standing connection with motorsport to one of the sport’s most celebrated stages. The race takes place from 2–4 July 2027, with Silverstone once again set to become the centre of the Formula 1 world for one unforgettable weekend.
For TAG Heuer, the partnership feels particularly fitting. Silverstone isn’t simply one of Formula 1’s most famous circuits; it is part of the Maison’s own history. The circuit lent its name to the Heuer Silverstone chronograph, first introduced in 1974. With its distinctive square case and bold 1970s design, the watch became an enduring expression of the era’s motorsport culture.
Where racing history meets watchmaking
TAG Heuer’s relationship with motorsport stretches back decades, from its iconic chronographs to its role as Official Timekeeper of Formula 1. The Heuer Silverstone joined a roster of watches inspired by the world of racing, alongside the Monaco, Carrera and Monza.
Now, that history comes full circle.
Silverstone hosted the first Formula 1 World Championship race in 1950 and has remained at the heart of the British Grand Prix ever since. The circuit’s 5.891-kilometre, 18-corner layout includes some of the sport’s most recognisable sections, including the fast-flowing Maggotts and Becketts complex.
It is also a race weekend that goes well beyond the track. Silverstone has become one of the biggest events on the Formula 1 calendar, combining the racing with live music, support races and a festival-like atmosphere that draws hundreds of thousands of fans.
A new chapter for TAG Heuer
The 2027 British Grand Prix will be TAG Heuer’s third Formula 1 Title Grand Prix, following its landmark partnership with Monaco in 2025. The Maison has described its connection with Silverstone as particularly significant, bringing together its Swiss watchmaking heritage, British motorsport history and enduring fascination with precision and performance.
And the timing feels right. With Formula 1 continuing to evolve while its historic circuits remain central to the sport’s identity, Silverstone offers a fitting stage for TAG Heuer’s next chapter in racing.
Come July 2027, the roar of the engines, the energy of the crowds and the precision of the stopwatch will converge once again. Only this time, Silverstone will be racing under a new name.
