TAG Heuer returns as the Official Timekeeper of Formula 1® at the FORMULA 1 LOUIS VUITTON AUSTRALIAN GRAND PRIX 2025, cementing its legacy in the world’s fastest sport.
The FORMULA 1 LOUIS VUITTON AUSTRALIAN GRAND PRIX 2025 is set to deliver high-octane action, and Swiss luxury watchmaker TAG Heuer will be at the heart of it all as the Official Timekeeper of Formula 1®. More than a role, this partnership is the key representation of precision, innovation, and a deep-rooted passion for motorsport. The brand’s presence at the FORMULA 1 LOUIS VUITTON AUSTRALIAN GRAND PRIX 2025 will be a celebration of its legendary connection to Formula 1 through timekeeping and unmistakable racing spirit.
Formula 1 in the DNA
In 1969, Heuer became the first luxury watchmaker to sponsor a Formula 1 driver and have their logo appear on a car, forging a partnership with Swiss legend Jo Siffert. 1971 marked a turning point as Heuer played an instrumental role in race timing, developing the groundbreaking Le Mans Centigraph for Scuderia Ferrari. During this period, the team secured multiple Constructors’ and Drivers’ Championships with Heuer’s technology keeping track of every second. In the 1980s, the brand entered a new golden era when Heuer was acquired by TAG Group who also owned the McLaren Formula 1 team. This partnership ushered in a period of dominance, with McLaren winning multiply World Constructors’ Championships and the drivers Alain Prost and Ayrton Senna achieving success as World Drivers’ Champions. Senna, arguably the most iconic driver of his generation, was closely associated with the brand, wearing a TAG Heuer watch both on and off the track. From 1992 to 2003 TAG Heuer was Official Timekeeper of Formula 1 and in 2016 they would embark on a new relationship with Oracle Red Bull Racing, which has so far seen four World Drivers’ Championships with the generational talent, Max Verstappen. Now, in 2025, TAG Heuer’s return as the Official Timekeeper of Formula 1 marks the beginning of an exciting new chapter.
All Eyes on the Racing Clocks
One of the defining elements of TAG Heuer’s presence at the Australian event will be the pitlane clock—an exclusive, custom-engineered piece made specifically for Formula 1. Its design takes inspiration from the watchmaker’s TAG Heuer Formula 1 collection from 1986 but now with a diameter of 1200mm, built from high-performance materials, including a fiberglass bezel,
lightweight plexiglass dial, and aluminum hands designed for optimal readability. High-visibility LED illumination ensures the time is always clear, whether in bright daylight, rainy conditions, or under the floodlights of a night race.
Each clock weighs 35kg with a combination of materials designed to keep it light without sacrificing durability. Integrated into Formula 1’s networked timing system, it will remain synchronized across every circuit. Ahead of each race, every clock is recalibrated, and set to local time, ensuring consistent accuracy
Outside the pitlane, TAG Heuer will also extend its presence in Formula 1 with the TAG Heuer Monaco clock, which represents
the racing heritage and luxury of Formula 1. Originally launched in 1969, the TAG Heuer Monaco was a bold statement in watchmaking, famously worn by Steve McQueen in the 1970 film Le Mans. Its distinctive square case, left-side crown, and striking
blue dial cemented its status as a motorsport icon.
Strategically positioned in high-visibility areas around the paddock, such as the VIP hospitality zones, and exclusive F1 lounges, the TAG Heuer Monaco clock stands at an impressive 55 cm in width for the clock on the paddock totems and 40 cm on the totems of the other areas. They are mounted to a three meters tall totem. Its three-sided illuminated design ensures visibility from multiple angles, creating a commanding presence in the sport’s most prestigious locations.
TAG Heuer at the Australian
Event Beyond precision timing, TAG Heuer is bringing fans at the FORMULA 1 LOUIS VUITTON AUSTRALIAN GRAND PRIX 2025 immersive activations and bold, high-impact branding. Whether on the track, in the paddock, or through digital screens worldwide, the brand will be part of highspeed moments, reinforcing its deep-rooted ties to motorsport. The circuit itself will serve as a canvas for TAG Heuer’s unmistakable identity. A pedestrian bridge will dominate the landscape, displaying the brand as fans move between key sections of the track. At turn 11 TAG Heuer’s branding will command attention in a zone where precision and splitsecond decisions define the outcome of the race. A vast ground logo, painted onto the grass, will ensure visibility from aerial shots, while branded braking markers ahead of vital turns will remind drivers and spectators alike that time is the difference between victory and defeat. TAG Heuer’s integration into the digital race experience will also ensure that its presence is felt around the world. The brand’s logo will be displayed alongside live timing data, appearing in broadcast graphics as cars battle for the fastest laps and strategic pit stops unfold. Whether in the grandstands, following trackside, or watching from across the globe, fans will see TAG Heuer as an integral part of the Grand Prix—capturing time, defining moments, and celebrating the relentless pursuit of excellence.
TAG Heuer and Oracle Red Bull Racing: A Champion’s Choice
As part of the Formula 1 Louis Vuitton Australian Grand Prix, TAG Heuer’s partnership with Oracle Red Bull Racing comes into sharp focus. Oracle Red Bull Racing’s mastery of speed, strategy, and engineering excellence aligns seamlessly with TAG Heuer’s dedication to creating timepieces that capture the essence of high-performance racing and has led to a powerful relationship that has seen many victories together. At the heart of this partnership is Max Verstappen, a driver who defines the precision, resilience, and relentless drive that both Oracle Red Bull Racing and TAG Heuer stand for. As he takes on the Albert Park circuit in Melbourne, he will be wearing a custom TAG Heuer Monaco Split-Seconds chronograph in the paddock, a timepiece designed to reflect his dominance in the sport. Its dial tells the story of his success—one subsidiary dial carries four stars and the years of his world titles, with World Champion inscribed beneath them, a mark of his reign at the top. The second subsidiary dial bears his signature lion emblem, accompanied by his name, while the number 1 at the 1 o’clock position is a bold statement of his championship successes. Liam Lawson, Oracle Red Bull Racing driver and rising star, will also be wearing a TAG Heuer on race weekend: the TAG Heuer Formula 1 Chronograph x Oracle Red Bull Racing. With a bold design inspired by the adrenaline of Formula 1, it’s a timepiece built for speed, just like the team it represents. The partnership between TAG Heuer and Oracle Red Bull Racing is built on a mutual obsession and understanding that every second counts.
An Exciting Season
While Melbourne is a crucial highlight, TAG Heuer’s presence will extend across the entire Formula 1 season. The pitlane clocks will features at every Grand Prix, and as the season unfolds, fans can expect dynamic evolutions in the pitlane clock design, with visual changes that reflect the energy of the sport. In Formula 1, every millisecond counts. Every pit stop, every strategy call, every record-breaking lap is measured with absolute accuracy. As the lights go out in Melbourne and the 2025 season gets underway, TAG Heuer will be there, capturing every decisive moment, celebrating racing’s greatest achievements, and cementing its status as the ultimate name in precision timekeeping, for this race, and for others…
