Cover Making its debut at the Formula 1 Australian GP, the design of the pitlane clock is inspired by a 1986 Tag Heuer Formula 1 collection
Making its debut at the Formula 1 Australian GP, the design of the pitlane clock is inspired by a 1986 Tag Heuer Formula 1 collection
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As the new Formula 1 season roars to life in Melbourne, Tag Heuer’s CEO Antoine Pin discusses the brand’s much-anticipated return to the sport
The Formula 1 Louis Vuitton Australian Grand Prix 2025 in Melbourne is the first race of the season and marks the return of Tag Heuer as the Official Timekeeper of the motor-racing event, ending an absence of more than 20 years. Antoine Pin, CEO of Tag Heuer, is thrilled that the brand is back as a major player. “We’re here to accompany the drivers in their key moments,” Pin said during a quick chat in the Louis Vuitton Suiite at the Paddock Club in Albert Park, the venue of the Australian GP.
He however noted that Tag Heuer never left Formula 1. “This notion of time-keeping is absolutely key for us and we could never leave Formula 1 completely.” Indeed, Tag Heuer has been the partner of Oracle Red Bull Racing Formula 1 team, currently led by the three-time World Championship winner Max Verstappen, since 2016.
This season, Tag Heuer made its presence felt with a striking pitlane clock inspired by its 1986 TAG Heuer Formula 1 collection. The 1200mm timepiece is built from high-performance materials, including a fiberglass bezel, lightweight plexiglass dial, and aluminum hands designed for maximum legibility at speed.
Read more: 6 best watches inspired by the speed and precision of Formula 1
Above The Tag Heuer Formula 1 pitlane clock
The Tag Heuer Formula 1 pitlane clock
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Above Tag Heuer CEO Antoine Pin
Tag Heuer CEO Antoine Pin
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Tatler GMT: What are you most excited about the renewed partnership with Formula 1?
Antoine Pin: It’s really interesting how Stefano Domenicali (president and CEO of Formula 1) and his team have highlighted the fact that Formula 1 is not just about machines and for the petrol heads—it’s actually a world that enhances passion and emotions. It’s about individuals pushing their limits—a relentless drive to win, to survive, and to emerge as world champion.
Tag Heuer also brings emotions beyond technology. We don’t just talk about the technical achievements. We talk about the capacity to push your limits. Today, Formula 1 serves as the ultimate expression of what Tag Heuer stands for.
How will this renewed partnership influence watchmaking innovations and collections at Tag Heuer?
You are going to see a lot of exciting stuff. Formula 1 did not spark the change, only amplified it as we already have a strong foundation of innovations. It’s helping us to focus even more on our R&D strategy.
Three words to describe Formula 1.
Ultimate. Technology. Passion.
Above Photo: Getty Images
Photo: Getty Images
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Brian Cheong leads the watch (Tatler GMT) and jewellery content at Tatler Malaysia, combining sharp editorial insight with years of luxury lifestyle experience. A seasoned journalist in luxury watches based in Kuala Lumpur, Brian had previously helmed World of Watches, Men's Folio and Prestige Malaysia.
