TAG Heuer & F1: A Legacy of Speed, Heritage and Innovation

Last week, the 2025 Formula 1 season commenced with the Australian Grand Prix at Melbourne's Albert Park, a circuit known for its relatively flat layout but made unpredictable by the city's infamous weather. The race weekend featured abrupt shifts between scorching temperatures and sudden downpours, creating challenges that unsettled even experienced racers, leading to multiple crashes and safety car deployments. The dramatic conditions culminated in an intense battle for top positions, adding excitement to the season opener. Additionally, the Grand Prix marked a new chapter for TAG Heuer, who is succeeding Rolex as the Formula 1 Global Partner and Official Timekeeper.

After two decades, the Swiss Maison now rekindles its historic partnership with Formula 1. Leading the brand during this pivotal moment is CEO Antoine Pin, who took on the role following his tenure as Managing Director of Bulgari’s Watch Division. Reflecting on the early days of his appointment, Pin expressed a positive outlook despite the challenges, stating, “I felt good and I love to be in this position.”

Having been with TAG Heuer earlier in his career, Pin adapted quickly to his new position, avoiding the steep learning curve typically associated with such appointments. His familiarity with the brand allowed for a smoother adjustment, as he noted, “At least I was not in the discovery phase. Now, I'm more in the phase where we can really think forward and build excitement, not just from a tactical perspective.” Six months into his role, Pin expressed enthusiasm for the future, emphasizing the excitement of planning ahead and building momentum — particularly aligning with the start of the new Formula 1 season.

Since 2016, TAG Heuer has held the role of Official Partner and Timekeeper for the Oracle Red Bull Racing Formula 1 team – a collaboration that has celebrated multiple World Championship victories and exclusive special edition timepieces. Despite TAG Heuer's recent appointment as Formula 1's Official Timekeeper, the Maison continues its strong alliance with the Red Bull Racing team, supporting four-time world champion Max Verstappen and newcomer Liam Lawson as they compete in the 2025 season

Max Verstappen's illustrious Formula 1 career, characterized by his dominance and four consecutive championship titles, has been strongly supported by TAG Heuer. The luxury watchmaker has marked Verstappen's milestones with bespoke timepieces, such as the special-edition TAG Heuer Monaco Titan, which celebrated his 2021 Monaco Grand Prix victory. In 2025, prior to the Australian Grand Prix, TAG Heuer presented Verstappen with a custom Monaco Split-Second Chronograph, engraved with his name and four stars symbolizing his world champion status.

“With a partnership or a relationship, the longer and more you get to know each other, the more natural everything becomes.” - Max Verstappen

Antoine Pin’s relatively calm yet enthusiastic outlook on the future of TAG Heuer poses a similar synergy to Verstappen’s frame of mind for the new F1 season. Speaking on his partnership with the Swiss Maison, Verstappen said, “With a partnership or a relationship, the longer and more you get to know each other, the more natural everything becomes.” He noted the many memorable experiences shared with TAG Heuer, emphasizing their mutual appreciation for the sport’s rich history.

​​Adding to the season's excitement is TAG Heuer's iconic pit lane clock, inspired by its 1986 Formula 1 collection, which was briefly revived last spring in a collaboration with KITH. The updated design features a magnified 1,200mm dial and bezel, rendered in a striking combination of a white dial and red tachymeter bezel. Enhanced with high-visibility LED illumination, the clock not only serves a functional purpose but also makes a bold visual statement, reinforcing TAG Heuer's enduring connection to Formula 1.

Innovation has always been a cornerstone of TAG Heuer’s philosophy, but the Swiss Maison also holds a deep appreciation for its archival creations, often drawing inspiration from its past. Among these, the limited-edition 6000 series Ayrton Senna timepiece holds particular sentimental value for the new TAG Heuer CEO. Pin described his connection to the watch as “emotional,” noting that it marked his first venture into watch collecting while celebrating the legacy of the legendary racer. This model also represented a milestone for the brand as one of its earliest limited-edition releases.

While valuing the heritage embodied in vintage models, Pin is also a strong advocate for modern innovation. At the 2025 Australian Grand Prix, he wore the new Formula One Chronograph in titanium with a blue tachymeter and handset. Although it may seem expected for a watch brand CEO to showcase the latest releases, Pin emphasized his genuine affinity for the piece, explaining how it symbolizes TAG Heuer’s current achievements and the direction it’s heading. This dual appreciation for heritage and forward-thinking design encapsulates the balance that defines the brand’s ongoing evolution.

“This year is dedicated to the world of motor-racing.” - Antoine Pin

TAG Heuer’s commitment to innovation continues to thrive 40 years after the debut of its first Formula One watch. Looking back on the brand's evolution, Pin highlighted the transformation of TAG Heuer as a highly integrated Manufacture today – complete with its own design studio and a significant portion of its workforce dedicated to production and product development. He likened the unveiling of new technologies to the process of aging, describing that brand as a “moving company” that grows and evolves over time. Far from hindering innovation, the brand’s rich history serves as a source of motivation, driving it forward in its pursuit of excellence.

As 2025 unfolds, Antoine Pin declared “This year is dedicated to the world of motor-racing” – a theme epitomized by its recent chronograph-heavy lineup unveiled during the 2025 LVMH watch week. Among these are two standout models: one dedicated to Red Bull Racing and another offering a contemporary take on the Formula 1 Chronograph. This focus on both innovation and heritage suggests an exciting future for TAG Heuer, with the possibility of more new timepieces debuting at upcoming races. Additionally, the brand may continue to draw inspiration from its archives, exemplified by the retro designs seen in its latest pit lane clock, all while maintaining its drive to create fresh and groundbreaking pieces.

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