Lando Norris Wins F 1 Louis Vuitton Australian Grand Prix Timed By TAG Heuer

This past weekend, the engines roared in Melbourne, Australia, as the 2025 Formula 1® Louis Vuitton Australian Grand Prix marked the first race of the season. This F1 race also marked the first race of the year with Louis Vuitton at the helm as the Title Partner: Louis Vuitton Australian Grand Prix 2025. And witnessed TAG Heuer’s full return to the role of Officially Timing the event. The victory at this race went to  McLaren’s Lando Norris, who pulled ahead despite the rain and windy racing conditions that ousted some contenders.

While the cars were in full focus, a few important signs drew crowd attention, including the fact that the track itself, was wrapped in an electrifying, reimagined Louis Vuitton signature. Yep, for  the first time in Formula 1 history, the iconic LV monogram wasn’t static. It pulsed with motion, with swirls of colorful letters flickered under the floodlights, shifting in hue as cars sped past. The barriers, once simple boundaries, now became kinetic works of art, reflecting the velocity and precision of both motorsport and haute craftsmanship.

Additionally, in its role as Title Partner, the legendary Louis Vuitton created a new Trophy Trunk, naturally boasting the brand’s iconic monogram canvas. “Victory Travels in Vuitton,” the House’s mantra, wasn’t just about the coveted trophy trunk awaiting the season’s champion. It was about the brand’s rich history of protecting valuables when traveling — and doing so in style. It is also about the pursuit of perfection—a quality that defines both Louis Vuitton and Formula 1®.

TAG Heuer Official Timekeeper of the Formula 1 Louis Vuitton Australian Grand Prix

TAG Heuer As Official Timekeeper Of Formula 1

Additionally, TAG Heuer, Swiss watch brand owned by the LVMH (Louis Vuitton Moet Hennessey) Group, played an important role at the weekend’s races as it reprises its role as the Official Timekeeper of Formula 1. (The brand had been Official Timekeeper of Formula 1 from 1992 to 2003 and only announced its return in that role late last year (replacing Rolex.))

A highlight of TAG Heuer’s presence at the Australian Grand Prix is the introduction of its custom-engineered pitlane clock, designed specifically for Formula 1. Inspired by the 1986 TAG Heuer Formula 1 collection, the 1200mm clock is crafted with a fiberglass bezel, plexiglass dial, and aluminum hands, ensuring high visibility in all conditions. Integrated into Formula 1’s networked timing system, each clock is recalibrated before every race to ensure absolute precision.

Complementing the pitlane clocks are the TAG Heuer Monaco clocks, which pay homage to the iconic 1969 timepiece famously worn by Steve McQueen in Le Mans. Strategically placed in the paddock and VIP areas, these illuminated clocks ensure that TAG Heuer’s presence is felt throughout the venue.

TAG Heuer x Oracle Red Bull Racing

TAG Heuer’s partnership with Oracle Red Bull Racing, first established in 2016, also continues to thrive. Max Verstappen, winner of four World Championships, can regularly be seen sporting a custom TAG Heuer Monaco Split-Seconds chronograph, featuring exclusive details commemorating his World Championship victories. Rising star Liam Lawson was also spotted wearing the TAG Heuer Formula 1 Chronograph x Oracle Red Bull Racing, a watch designed for speed and precision.

History of TAG Heuer and Formula 1

TAG Heuer’s legacy in Formula 1 dates back to 1969 when Heuer became the first luxury watchmaker to sponsor an F1 driver, Swiss racer Jo Siffert. By 1971, Heuer cemented its place in racing history with the Le Mans Centigraph, a pioneering timekeeping device used by Scuderia Ferrari during its championship-winning years. The 1980s saw Heuer’s transformation into TAG Heuer under the ownership of TAG Group, which also held stakes in McLaren’s dominant Formula 1 team. This era saw multiple World Championships, with legendary drivers such as Alain Prost and Ayrton Senna securing victories while sporting TAG Heuer timepieces.