The wait is over. The 2025 Formula 1 season will kick off in a big way this weekend with the Australian Grand Prix. With no clear frontrunner insight yet, the 2025 Formula 1 Louis Vuitton Australian Grand Prix promises to deliver another thrilling chapter in the world of motorsport.
At the heart of the action will be Swiss luxury watchmaker TAG Heuer. As the Official Timekeeper of Formula 1®, TAG Heuer’s partnership with the sport goes beyond a mere role—it’s a testament to precision, innovation, and an unwavering passion for racing.
A Passion For Motorsport
TAG Heuer’s has had a long-standing connection with Formula 1 that dates back to 1969 when it became the first luxury watch brand to sponsor a driver—Swiss legend Jo Siffert. In 1971, the brand revolutionised race timing by developing the Le Mans Centigraph for Scuderia Ferrari, helping the team secure multiple Championships.
The 1980s ushered in a golden era for TAG Heuer, as it was acquired by the TAG Group, who also owned the McLaren Formula 1 team. This partnership saw McLaren win numerous Constructors’ Championships, with legendary drivers Alain Prost and Ayrton Senna. Senna, in particular, became synonymous with the brand, often seen wearing a TAG Heuer watch both on and off the track.
From 1992 to 2003, TAG Heuer was the Official Timekeeper of Formula 1, and in 2016, it joined forces with Oracle Red Bull Racing, a partnership that has led to multiple World Drivers’ Championships with Max Verstappen. As the 2025 season kicks off with the Australian Grand Prix, TAG Heuer’s return to F1 marks the beginning of an exciting new chapter.
Innovation And Racing Spirit
One of the standout features of TAG Heuer’s presence at the Australian Grand Prix will be the custom-engineered pitlane clock, a monumental piece inspired by the TAG Heuer Formula 1 collection from 1986.
With a diameter of 1200mm, this high-performance clock combines lightweight materials like fiberglass, plexiglass, and aluminium for maximum durability and readability. High-visibility LED illumination ensures perfect clarity, whether in daylight or under the floodlights of a night race.
In addition to the pitlane clock, the iconic TAG Heuer Monaco clock will be strategically placed around the paddock and VIP hospitality areas. With its striking blue dial and square case, the Monaco is a symbol of racing heritage, famously worn by Steve McQueen in the 1970 film Le Mans. At 55cm wide, these clocks will command attention in high-visibility areas, providing a constant reminder of TAG Heuer’s legendary connection to motorsport.
TAG Heuer At The Australian Grand Prix
Beyond its timekeeping role, TAG Heuer will immerse fans in the Australian Grand Prix with bold activations and dynamic branding. The track itself will showcase TAG Heuer’s unmistakable identity, with a pedestrian bridge proudly displaying the brand’s logo.
At turn 11, one of the most critical parts of the circuit, TAG Heuer’s branding will be impossible to miss, while a large ground logo will ensure visibility from aerial shots. Branded braking markers will further emphasise the importance of time and precision, reminding everyone that every second counts in the pursuit of victory.
TAG Heuer’s presence will also extend to the digital experience, with the brand’s logo featured alongside live timing data during broadcasts. Whether fans are in the grandstands, trackside, or watching from home, TAG Heuer will remain an integral part of the race.
Time For Champions
Additionally, TAG Heuer’s long standing partnership with Oracle Red Bull Racing reaches a new pinnacle at the Australian Grand Prix. Max Verstappen, the team’s star driver and reigning World Champion, will be sporting a custom TAG Heuer Monaco Split-Seconds chronograph in the paddock. This timepiece reflects Verstappen’s dominance in the sport, with four stars on the dial representing his World Championships. The watch’s design is a fitting tribute to his precision and success.
Fellow Red Bull driver Liam Lawson will also be wearing a TAG Heuer Formula 1 Chronograph, designed with the adrenaline-fueled spirit of F1 in mind. Together, these timepieces embody the relentless drive and obsession with performance that both TAG Heuer and Oracle Red Bull Racing share.
While the Australian Grand Prix is a key moment, TAG Heuer’s presence will be felt throughout the 2025 season. The pitlane clocks will feature at every race, with evolving designs reflecting the energy of the sport. As the lights go out in Melbourne, TAG Heuer will be there, capturing every decisive moment. It will not only celebrate the sport’s greatest achievements but also reaffirm its legacy as the ultimate name in precision timekeeping.
