At the Formula 1 Australian Grand Prix in Melbourne on March 16, 2025, TAG Heuer will honor its legendary connection to the sport by unveiling a new and iconic pitlane clock. As the Official Timekeeper of Formula 1, this custom-engineered timepiece draws inspiration from TAG Heuer's 1986 Formula 1 Collection.
Meanwhile in the cockpit, racing superstar Max Verstappen will wear a custom TAG Heuer Monaco Split-Seconds Chronograph at the season opener, reflecting his dominance in the sport. Additionally, Liam Lawson, a rising star from Oracle Red Bull Racing, will wear the TAG Heuer Formula 1 Chronograph x Oracle Red Bull Racing.
Since 1969, when Heuer first sponsored a Formula 1 driver and appeared in a car, TAG Heuer has been an integral part of the sport. The brand’s involvement has spanned many defining moments, including playing a key role in race timing with Scuderia Ferrari in 1971. TAG Heuer later became the Official Timekeeper of Formula 1 from 1992 to 2003, and more recently, its relationship with Oracle Red Bull Racing has led to multiple World Championships with Max Verstappen.
One of the key features at the Australian Grand Prix will be this new pitlane clock by TAG Heuer, a custom-engineered piece inspired by TAG Heuer’s 1986 Formula 1 Collection. The new clock features a massive 1.20 meters—4 feet—in diameter for its case, a fiberglass bezel, a plexiglass dial, aluminum hands for optimal readability, and LED lighting to ensure perfect visibility in all conditions, whether under bright daylight or the lights of a night race. Weighing just 35 kilograms—77 pounds—, it integrates seamlessly into Formula 1’s timing system, synchronized across all circuits.
In addition to the pitlane clocks, TAG Heuer will also showcase the TAG Heuer Monaco clock, strategically placed around the paddock, VIP hospitality zones, and exclusive F1 lounges. These clocks, featuring the bold design of the Monaco collection, will command attention with their 55 and 40-centimeter sizes, mounted on three-meter totems and illuminated for maximum visibility.
TAG Heuer will also engage fans with immersive activations and branding at the Australian Grand Prix 2025. The brand’s presence will extend across the circuit, with prominent displays at key locations like the pedestrian bridge and turn 11. There will be ground logos visible from aerial shots and branded braking markers on the track, emphasizing the brand’s deep-rooted ties to precision and racing. Fans worldwide will also experience TAG Heuer’s integration into the digital race experience, with live timing data and the TAG Heuer logo featured alongside thrilling race moments.
This partnership exemplifies the shared values of precision and performance, with both TAG Heuer and Oracle Red Bull Racing always striving to capture every second of racing excellence.
As the 2025 season begins, TAG Heuer will continue to dominate both on and off the track, with its iconic pitlane clocks making an appearance at every Grand Prix, evolving throughout the season to reflect the sport's dynamic energy.
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