Our Guide To Official Timekeepers
Our luxury watch brands have decades of experience when it comes to timekeeping some of the biggest sporting events in history. With the help of our experts, we’ll be introducing you to the iconic partnerships, and upcoming events such as the Olympics and UEFA Euro 2024.
Shop Sports WatchesThe history of timekeeping
For sports events, only the most precise timekeeping will do. The first Official Timekeeper was OMEGA in 1905, when the brand provided timekeeping instruments for the Olympics. Today, the partnership between watch brands and sports tournaments is stronger than ever. From football to motorsports, each of these watchmakers carry a legacy and passion for timekeeping when it counts.
“As complications such as the chronograph became more prominent in the watch world, sporting events were introduced to a whole new level of accurate timekeeping. With advancements in mechanical movements paving way for superior precision, it became essential for sports tournaments to have the best instruments to keep track of the time.”
- Bruce, Head of Watches
Read Bruce's Bio
OMEGA | Official Timekeeper of the Olympics since 1932
We’re so excited for the Paris Olympics 2024, and with the games’ longstanding Official Timekeeper, OMEGA, recording the event, the timekeeping at the Olympics really couldn’t be in better hands. Providing not only precise timing, but also vital equipment for athletes, OMEGA are also Official Timekeepers for the Youth Olympic Games and the Paralympic Games. Measuring each moment for the 31st time, OMEGA have 92 years of experience at the Olympics, recording every world record, every first place, and every dream. We can’t wait to see what Paris 2024 brings!
Olympics Los Angeles 1932
OMEGA’s history with the Olympic Games started in 1932, when the watch brand arrived at the Olympics Los Angeles 1932 with 30 split-seconds chronographs. Now, OMEGA’s team bring 450 tons of equipment, as well as their highly trained professionals to the Games. We’ve seen OMEGA use the photoelectric cell for the first time in 1948, win the Croix du Mérite Olympique award for their Official Timekeeper role in 1952 and introduce the touch pad for swimmers to stop the clock in 1968. Most recently in 2012, we saw them achieve timekeeping accuracy within one millionth of a second. We can’t wait to see what the future holds…
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Seamaster Diver 300m Paris 2024
Released to commemorate the event, discover the new OMEGA Seamaster Diver 300m Paris 2024 watch, powered by the Master Chronometer certified OMEGA Calibre 8800. Complete with a laser-structured diving scale in positive relief and commemorative case back with the Paris 2024 emblem, this OMEGA Olympic games watch is crafted in stainless steel with Moonshine™ gold on the bezel, hour markers, faceted hands and Paris 2024 emblem.
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Official Timekeeper of America’s Cup
OMEGA’s legacy in sports timekeeping doesn’t stop there. As Official Timekeeper of America’s Cup, the watchmaker continue to share their competitive energy and history with the famous sailing race, also regarded as one of the oldest trophies in international sport. Dating back to 1851, America’s Cup is a thrilling duel between two sailing yachts, and OMEGA first took on the role of timekeeper in 2000 and again in 2003. In 2021, the watch brand announced their return as Official Timekeeper of America’s Cup, a partnership that celebrates the brand’s heritage in sailing watches and passion for water sport.
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Hublot | Official Timekeeper of the UEFA Euro Tournament
The UEFA Euro 2024 tournament has officially started! Taking place in Germany this year, Hublot are on-hand to capture every goal, every added minute and every penalty, and we couldn’t be happier. Kylian Mbappé, Hublot’s brand ambassador, is leading the countdown with the motto ‘Every Second Counts!’
Timekeeper of all Major Football Events
Back in 2006, Hublot became the first luxury watchmaker to become an Official Timekeeper of a football event, and became the Official Timekeeper of the FIFA World Cup for the first time in 2014. As the Official Timekeeper of not only the UEFA Euro League, but also FIFA, the Premier League, and football clubs Juventus and AFC Ajax, there’s really nothing stopping Hublot’s passion for the sport. Hublot first supported players with timing instruments, and since 2014, have provided timepieces to referees, as well as creating the fourth official's board with a design inspired by their iconic Big Bang collection. Hublot and the UEFA’s partnership started in 2008, with the goal of keeping track of the best stories in football, unforgettable seconds, and the monumental moments that leave every fan on the edge of their seats.
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Big Bang e Gen 3 Connected Watch
Kitting out the referees at the UEFA Euro 2024 with the new Big Bang e Gen 3 Connected watch to mark the event, Hublot have just released this smartwatch at Watches and Wonders 2024 to commemorate the thrilling occasion. Echoing the first model released in 2022 at the FIFA World Cup, this timepiece boasts a 44mm titanium construction, with sapphire crystal glass, and a rubber strap in striking blue hues. Complete with ground-breaking smartwatch functions, it’s the ultimate companion for the pitch.
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TUDOR | Official Timekeeper of the Giro D’Italia since 2023
In 2023, TUDOR announced they were taking on the role of timing all the RCS races, including the iconic Giro D’Italia. As Official Timekeeper, TUDOR understands that when it comes to professional cycling, timing is everything. On hand to track each fraction of a second at one of the most prestigious racing events on every cycling enthusiast’s calendar, the Giro D’Italia returned for the 107th time in May 2024.
TUDOR Pro Cycling
The daring spirit of TUDOR runs deep within every aspect of the iconic race, from the determination of every cyclist to the challenging racetrack, which has an elevation gain equivalent to going up Mount Everest six times over its course. With the legendary pink jersey championed by the cyclist in lead throughout each day of the race, this bold tournament is a perfect fit for TUDOR. And for the very first time in 2024, the TUDOR Pro Cycling team will be joining all the action, competing for the emblematic pink jersey.
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Pelagos FXD Chrono 43mm Cycling Edition Watch
A chronograph designed for avid cyclists in every detail, from the angled tachymeter for legibility when cycling to the lightweight carbon composite case, meet the new TUDOR Pelagos FXD Chrono 43mm Cycling Edition Automatic Men’s Watch, crafted specially for the race. Driven by the Manufacture Calibre MT5813 (COSC) self-winding mechanical movement with bidirectional rotor system and boasting a power reserve of 70 hours, this timepiece is destined for success.
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TUDOR Goes Pink with Inter Miami FC
With their legendary ‘Born To Dare’ ethos, it’s no surprise that in 2024, TUDOR have become the Official Timekeeper of Inter Miami FC. The vibrant pink kit and audacious spirit tells us that this new partnership is going to be immense. With TUDOR brand ambassador David Beckham as a Co-Owner of the club, we can’t wait to see what this collaboration brings for the future.
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Tissot | Official Timekeeper of the Tour de France since 1988
Celebrating the world’s most prestigious cycling event, Tissot are returning to this beautiful racetrack to record the Tour De France in 2024. The month-long race covers approximately 3,500 metres through testing terrains, and cyclists are in need of high-performing, durable, and precise watches. This calls for Tissot’s remarkable Swiss-made precision and expertise in watchmaking when cyclists are racing against the clock.
The Race Against Time
Tissot has been the Official Timekeeper of the Tour De France since the 1980s, and during this time, the watchmaker has been tasked with monitoring classifications, unexpected events, breakdowns, and penalties, among other complexities during the race. Tissot has seen many milestones, welcomed many famous winners, and given Tour De France participants the confidence to partake in the race with their timekeeping expertise. We love seeing the shared values of this partnership, including their commitment to precision and dedication, come to life every July on the racetrack.
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TAG Heuer | Official Timekeeper of the TCS London Marathon since 2016
The TCS London Marathon took place on 21st April 2024, and masters of the racetrack, TAG Heuer, were on-hand to capture all the action. Bringing their iconic racing spirit to monitor every marathon-runner, personal record, and each exceptional performance, the values of TAG Heuer are embodied in the dedication and drive of every participant. In 2024, the watch brand announced they’d be extending their partnership with the TCS London Marathon until 2026.
TCS London Marathon
Continuing their iconic collaboration, TAG Heuer has been supporting the runners, spectators and viewers of the TCS London Marathon since 2016, and we can’t wait for the brand’s signature thrilling, audacious energy to be brought back to the next two marathons. With an uncompromising dedication to innovation and accuracy, we can’t think of anyone more suited to take on the Official Timekeeper role of the TCS London Marathon. Prepare to cross the finish line in style with TAG Heuer.
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Red Bull Racing Formula 1 Team
Leaders of the race, TAG Heuer are also the partner and Official Timekeeper of the RED BULL Racing Formula 1 team and have been since 2016. With tributes to the race and the iconic team in the brand’s Formula 1 collection, TAG Heuer’s passion for motorsports is a driving inspiration for their collection of innovative chronographs and ultra-precise watches.
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Breitling | Official Timekeeper of the Six Nations Rugby since 2022
As the Official Timekeeper of Six Nations Rugby, Breitling measures every moment of the action, on and off the pitch. With a ready-for-anything spirit, Breitling watches have the resilience and versatility to be the ultimate companion to the players and viewers of the Six Nations Rugby tournament. The Six Nations Rugby tournament concluded in March 2024, and fearless Breitling captured every winning kick, every tackle, and every minute that tipped into overtime.
Six Nations Rugby
Breitling has been the Official Timekeeper of Six Nations Rugby, Women’s Six Nations, and Autumn Nations Series since 2022, and we’ve enjoyed every minute of their partnership. The tournament takes place every year, and England, Ireland, Scotland, Wales, France and Italy make up the six nations that take part. We’ve already seen a limited edition timepiece that celebrates each of the six nations, and we’re so excited for more from this perfect collaboration. We can’t wait to see what the future holds!
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Q36.5 Pro Cycling Team
Pioneers in accuracy and precision, Breitling’s role as Official Timekeeper of the Q36.5 Pro Cycling Team is a natural fit. With the mission of becoming a WorldTour-level team by 2026, this partnership brings Breitling’s timekeeping expertise to the cycling world, with one uncompromising goal. Taking on some of Europe’s most anticipated cycling races, the Breitling Endurance Pro can be seen as a wrist partner of all the members of the Q36.5 Pro Cycling Team.
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Longines | Official Timekeeper of the Commonwealth Games since 2014
Bringing together all the nations and communities in the Commonwealth for a tournament that celebrates diversity and endurance, Longines is the Official Timekeeper of the Commonwealth Games. With a variety of timepieces built for a range of sports, the iconic collections have the durability to conquer every challenge, no matter the environment. Since 2014, Longines have been the Official Timekeeper of the Commonwealth Games, and they’re set to make a return in 2026 and 2030, too.
Commonwealth Games
However, the history of Longines and the Commonwealth Games started way back in 1962, when the Swiss watch brand provided timing instruments and clocks to the Perth Commonwealth Games. Bringing state-of-the-art equipment to the Games, Longines pushed the limits of accuracy and precision when it came to timekeeping. This partnership set the foundations of a legacy that’s still thriving today and we’ve marked our calendar for the Commonwealth Games 2026 already.
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