The lights are about to go out in Melbourne, and TAG Heuer is revving its engine in preparation to reinforce its motorsports legacy, making its first appearance as the Official Timekeeper of Formula 1 at the Australian Grand Prix taking place this Sunday.
Taking over from Rolex as as part of a ten-year Global Partnership agreement signed by its parent company LVMH, the Swiss watchmaker is taking the opportunity to highlight its commitment to precision, innovation and performance via unmissable activations.
At the Albert Park Circuit, the brand will introduce a custom-engineered pitlane clock, inspired by the TAG Heuer Formula 1 collection. With a 1200mm diameter, fiberglass bezel, lightweight plexiglass dial, and aluminum hands, it ensures optimal readability under all race conditions.
Here, LED illumination enhances visibility, while its 35kg lightweight build guarantees durability. Integrated into Formula 1’s networked timing system, drivers will be pleased to know that these clocks are recalibrated before each race for precise synchronization.
Elsewhere, in homage to its storied racing heritage, a three-meter tall, three-sided TAG Heuer Monaco clock will loom in prime positions throughout the event, such as the paddock, VIP zones, and F1 lounges (where there will be a flowing supply of LVMH-owned Moët, no doubt).
TAG Heuer’s history in Formula 1 dates back to 1969, when it became the first luxury watch brand to sponsor a driver, Swiss racer Jo Siffert. The 1970s saw TAG Heuer revolutionize race timing with the Le Mans Centigraph, developed for Scuderia Ferrari, and the brand’s dominance continued in the 1980s with McLaren, during which legendary drivers Ayrton Senna and Alain Prost clinched multiple championships.
Reaffirming its deep-rooted ties, TAG Heuer became the Official Timekeeper of F1 from 1992 to 2003 and returned in 2016 in collaboration with Oracle Red Bull Racing, playing a crucial role in Max Verstappen’s four World Championships.
TAG Heuer continues its partnership with Oracle Red Bull Racing this weekend, where Max Verstappen will wear a custom TAG Heuer Monaco Split-Seconds chronograph, featuring his four World Championship titles, signature lion emblem, and the bold number 1 at the 1 o’clock position.
Rising star Liam Lawson will sport the TAG Heuer Formula 1 Chronograph x Oracle Red Bull Racing, designed to reflect the adrenaline of F1.