Sunday marks the start of the 2025 Formula 1 season, with the Louis Vuitton Australian Grand Prix 2025, where TAG Heuer returns as Official Timekeeper.
TAG Heuer marks a new chapter in its historic partnership with Formula 1, returning to the prestigious role of Official Timekeeper of the World Championship, starting with the Formula 1 Louis Vuitton Australian Grand Prix 2025, which will take place on Sunday at the Albert Park circuit in Melbourne. This return represents more than just a collaboration: it is a celebration of a deep connection with motorsport, rooted in chronometric precision, innovation and a passion for competition.
The link between TAG Heuer and Formula 1 began in 1969, when the Swiss brand became the first luxury watch brand to sponsor a driver and have its logo appear on a racing car. Then, in 1971, Heuer developed the innovative Le Mans Centigraph for Scuderia Ferrarimarking the beginning of a legendary era in race timing.
The 1980s represented a crucial moment for the company, with the acquisition of Heuer by the TAG Group, which also owned the McLaren team. This partnership leads to numerous successes, with champions of the calibre of Alain Prost and Ayrton Senna. From 1992 to 2003, then, the Swiss company was the Official Timekeeper of Formula 1, while since 2016 it has collaborated with Oracle Red Bull Racing, contributing to the four consecutive drivers' world titles won by Max Verstappen.
Formula 1 Australian GP 2025: TAG Heuer's Pit Lane Clock
The iconic Pit Lane Clock, debuting in Australia, draws inspiration from the Formula 1 collection.
In Melbourne, TAG Heuer presents its iconic Pit Lane Clock, designed specifically for Formula 1. With a design inspired by the TAG Heuer Formula 1 collection launched in 1986, this 1.2 metre watch is made of high-performance materials that guarantee lightness and strength.
The ultralight plexiglass dial and aluminium hands are optimised for perfect legibility, while high-visibility LED lighting ensures clarity in all weather conditions. Integrated into the official timing system, each watch is recalibrated for each race, ensuring absolute precision in any race situation.
TAG Heuer's presence is evident throughout the Melbourne circuit with a massive sponsored footbridge dominating the scenery as fans move between sections of the track. The company will also have a distinctive presence at Turn 11, the crucial point on the track where split-second decisions can determine the outcome of the race. A large logo on the ground will be visible from aerial shots, while branded braking signals before the corners will remind drivers and spectators that time makes the difference between victory and defeat.
Max Verstappen and Liam Lawson wear TAG Heuer
The drivers of the Oraclke Red Bull Raicng team sport two watches from the Monaco and Formula 1 collections.
Reigning World Champion Max Verstappen will also wear a personalised TAG Heuer Monaco Split-Seconds chronograph at the Australian Grand Prix, celebrating his four world titles, with a special dial that tells the story of his achievements through symbols and special details. These include the Arabic numeral '1' placed outside the corresponding bar index, and the four stars located in the counter at 9 o'clock, symbolising the four F1 World Championship titles won by the Dutch ace. Liam Lawson, rising star of the Oracle Red Bull Racing team, will instead sport a Formula 1 x Oracle Red Bull Racing chronograph with a bold racing-inspired design. The F1 Australian Grand Prix therefore marks the beginning of this renewed partnership. TAG Heuer watches on the Pit Lane will be present at every Grand Prix in the 2025 season.
