Past, Present & Future: How TAG Heuer is Fuelling F1’s New Era

In the theatre of sport, there is no curtain call, no final warning. The moment athletes hit the track, rehearsals count for nothing and preparation takes a backseat to performance. What awaits on the other side of the chequered flag is heartache, heroism, or for the pundits of Formula 1, a chance to step into the sporting history books. No one knows this better than TAG Heuer.

As the official timekeeper for Formula 1, the iconic watchmaker is helping to write a bold new chapter in the sport’s remarkable story. Paved with precision, underpinned by legacy and driven by innovation, TAG Heuer’s connection to motorsport is undeniable, but as we approach the midway point of the historic 75th anniversary season, one thing has become clear: the legendary Swiss watchmaker is keeping pace with time, technology and tradition all at once.

The Homecoming 

For F1 fans, the return of the Heuer name to the podium has felt like a fitting homecoming. A stalwart of the sport since its early days with Scuderia Ferrari in the 1970s, the watchmaker only reclaimed its title as the official timekeeper this year, following a 10-year deal between the sporting body and parent company LVMH. The blockbuster agreement made global headlines, sent fans into a frenzy and saw the watchmaker back in the driver’s seat for the first time since 2003. At long last, TAG Heuer was back, and rightfully so.

For decades, the watchmaker had plugged its motorsports pedigree on the global stage, dropping a near-endless series of exquisite timepieces inspired by the pursuit of high-performance excellence. From the Carrera, which takes its name directly from the Carrera Panamericana road race of Mexico, to the now-defunct Silverstone, which bears the hallmarks of British racing royalty, TAG Heuer’s collection of timepieces is as an ode to horology as it is to automotive ingenuity. So when it came time to celebrate the Formula 1 partnership, the heritage reprisal and the historic anniversary season, only one setting seemed sufficient.

In late May, TAG Heuer capped off a remarkable return as the sport’s official timekeeper with another milestone: becoming the first-ever title partner of the Grand Prix de Monaco. As the F1’s crown jewel, the race marks an important milestone on the sporting calendar, and in 2025, TAG Heuer made it a night to remember.  From the safety of Le Bougainville’s sprawling upper deck, surrounded by a smattering of distinguished guests, partners, and international talent, TAG Heuer CEO Antoine Pin brought the spirit of the track to life.

As McLaren’s Lando Norris secured a famous victory against the stunning backdrop of the Monaco harbour, live performances from Lola Young, French musician Kavinsky, and a DJ set by Naomi Campbell lit up the Riviera skyline, sealing a historic return not only to the track but to the very soul of motorsport’s most iconic event.

Heritage Revisted

As influential former CEO and designer Jack Heuer had done so many times before him, Pin used the event to unveil a fresh take on the classic Monaco timepiece. Harking back to a time before F1’s great uprising, the TAG Heuer Monaco Chronograph x Gulf referenced the birth of an icon and the Hollywood legend responsible for bringing it to the masses.

The timepiece pays direct homage to the legendary spirit of the 1971 film Le Mans, in which Steve McQueen immortalised the TAG Heuer Monaco on screen. Limited to just 971 pieces, the heritage-inspired model bears the same unmistakable Gulf racing stripes across its silver opaline dial, completed with a Nomex strap crafted by the very supplier of McQueen’s original racing suit.

As movie buffs will know, Le Mans’ release further entrenched the Heuer brand within the motorsport sphere, while also surging sales of the featured Porsche 917K and skyrocketing the square-shaped favourite into the history books. Most notably, it helped to propel Monaco—the Grand Prix—to a point of remarkable significance on the racing calendar.

TAG Heuer Monaco Chronograph x Gulf

• Brand: TAG Heuer
• Model: Monaco Chronograph x Gulf
• Reference: Ref. CAW218G.EB0393
• Diameter: 39mm
• Thickness: 15mm
• Movement: Calibre 11 automatic
• Power Reserve: 40 hours
• Water-Resistance: 100 metres
• Price: AUD$14,200

The ode to Heuer’s heyday continued at Monaco, with the unveiling of the heritage-inspired Chronograph Stopwatch. A throwback to the maison’s timekeeping duties of the 1970s, the 39mm piece echoed a familiar language of legibility, control and accuracy. Even the colour palette remains consistent, with the vibrant black, white, and red hues providing a visual connection to a bygone era.

Not all elements were pulled from the archive books, however, with TAG Heuer crafting this iteration from black DLC grade-2 titanium. The Monaco Chronograph Stopwatch features a black circular layout set against an opaline silver background; a deliberate aesthetic that TAG Heuer claims provides stark contrast and enhances readability. 

The red minute track that encircles the dial’s perimeter completes the vintage look, perfectly encapsulating the classic design codes first laid down in the mid-20th century. Make no mistake, this is a Monaco that Jack Heuer would have been proud of; just ask Antoine Pin. 

“This moment is a reflection of everything TAG Heuer stands for,” Pin said of the 2025 Monaco releases. “Racing, creativity, precision and the people who drive us forward. We are back this year, and we are proud to share this energy with the Principality, our partners, and the entire TAG Heuer family.”

TAG Heuer Monaco Chronograph Stopwatch

• Brand: TAG Heuer
• Model: Monaco Chronograph Stopwatch
• Reference: Ref. CAW218F.FC6356
• Diameter: 39mm
• Thickness: 15mm
• Movement: Calibre 11 automatic
• Power Reserve: 40 hours
• Water-Resistance: 100 metres
• Price: 9,600 CHF

The Past – An Icon Reborn

With TAG Heuer back in its rightful place, the legacy continues with the aptly-named Formula 1 collection. A reimagining of the 1986 cult classic that spawned a new generation of watch fans, the latest range speaks to heritage design and the unapologetic nature of the avant-garde icon.

As TAG Heuer heritage director Nicholas Biebuyck explains, the timepiece was never meant to be an industry stalwart, but from the moment it hit the shelves, it became part of the folklore.

“It was a weird and wonderful time for the watchmaking industry…But within all of this, we saw the emergence of these very, very beautiful and totally revolutionary accessible quartz watches,” he says. “It’s just incredible that the Formula 1 somehow perfectly hit the wave at the exact moment and just did an incredible, incredible job. We can see that for many major collectors today, their entry into the world of Swiss watchmaking was an original Formula, so it is a super, super powerful collection for us and something that we are really invested in.”

In 2025, TAG Heuer returns to the original design language, enfusing the collection with a familiar attitude of curiosity. The limited edition Ref. WBY111A.FT8106 combines a sleek red-accented dial with black lacquered details to provide a bold and modern reinterpretation of the emblematic Series 1 watch.

Functional by design, the Solargraph calibre TH50-00 movement gives this new timepiece remarkable autonomy without the need for battery replacements. Above all else, Biebuyck says, it remains a getaway timepiece.

“For me, it’s such a cool thing that we have this gateway into the world of horology for average consumers,” he says. “Think of the number of people who’ve walked past their local retailer window and seen this extremely colourful watch in this sea of grey and decided that that’s the watch they want to commemorate some major milestone. Once they fall down this rabbit hole, they read about watches, they fall in love with them, and slowly but surely, they become passionate about this world. We just need to get more people into this, particularly from a wider spectrum of backgrounds. And if the Formula 1 can help to achieve that, then fantastic.”

TAG Heuer Formula 1 Solargraph Ref. WBY111A.FT8106

• Brand: TAG Heuer
• Model: Formula 1 Solargraph
• Reference: Ref. WBY111A.FT8106
• Diameter: 38mm
• Thickness: 9.9mm
• Movement: Calibre TH50-00 Solar-powered quartz
• Water-Resistance: 100 metres
• Price: AUD$2,650

The Present – A Season of Vibrancy

If the harbourside race is F1’s most revered Grand Prix, then Shanghai may well be its most difficult. The Chinese circuit, characterised by its unforgiving corner combinations and brutal conditions, has become a favourite amongst race fans in recent years. However, it’s not simply the on-track spectacle that has garnered global interest.

As one of the world’s foremost high-fashion and luxury lifestyle destinations, Shanghai provides an eye-opening look into the world of contemporary style. In 2025, vibrant red and blood orange hues dominated the fashion landscape, with Chinese acting royalty Gong Jun perhaps the best proponent. The LVMH ambassador was spotted wearing a vivid overshirt with uniquely abstract stripes, set against a base layer of black and white essentials. The striking aesthetic, while initially bold, playfully captured the lively nature of the spirited event, and it is a look we will be seeing more of over the next few months.

TAG Heuer’s contemporary Solargraph design, which is slated to debut at the Monza Grand Prix, follows a similar pattern, characterised by its vibrant red TH-Polylight case. Designed to take on the world, the exclusive timepiece blends vibrant colours and cutting-edge solar-powered technology, making it a standout in the TAG Heuer Formula 1 collection.

What’s more, it spoke to the remarkable drive of the current operation. Powered by the Solargraph Calibre TH50-00, the watch requires a mere minute of light exposure to provide enough power for a full day, ensuring high autonomy and no need for battery replacements.

TAG Heuer Formula 1 Solargraph Ref. WBY1161.FT8086

• Brand: TAG Heuer
• Model: Formula 1 Solargraph
• Reference: Ref. WBY1161.FT8086
• Diameter: 38mm
• Thickness: 9.9mm
• Movement: Calibre TH50-00 Solar-powered quartz
• Water-Resistance: 100 metres
• Price: AUD$2,650

The Future – A New Generation

While Monaco may take pole position in the heritage stakes, the new additions do nothing to diminish F1’s prestige. The 2025 Miami Grand Prix, held for just the fourth time in history, marked a decidedly more contemporary approach to the classic motorsports spectacle, and TAG Heuer made sure to play up to the theme.

Across the entire GP weekend, the watchmaker celebrated the new generation of Formula 1 legends, starting with a pop-up event at the Aventura Boutique. Here, guests went on a historical journey through TAG Heuer’s horological endeavour before arriving at an undeniable point of progress; the future of the Formula 1 collection.

Just as the sport edges towards a more inclusive and progressive future, TAG Heuer’s Formula 1 Collection is following suit. Laden with bold new colourways, lightweight materials, and upgraded movements, the 2025 lineup speaks to a new generation of motorsports fans who value innovation as much as heritage.

It’s a fitting parallel to the direction of the sport itself, where initiatives like the F1 Academy are reshaping what the future of racing looks like. Emerging stars like Aviva Anagnostiadis, the first Australian woman to be selected as a driver for the F1 Academy, lie at the heart of this change.

Racing for Hitech Grand Prix with TAG Heuer backing, the Aussie young gun typifies the sweeping change hitting the grid, and it’s something that sports fans can be proud of. As the talent pool transforms and new stars emerge, you can bet the wristwear that celebrates them will continue to evolve.

In keeping with this ethos, TAG Heuer set its sights on transforming the beloved Formula 1 collection into a modern classic. The 2025 Ref. WBY1114.FT8084 Solargraph takes bold to the next level, fusing retro design with contemporary construction, courtesy of a black DLC case and striking red accents.

This unique timepiece is adorned with a black opaline dial, which is again contrasted by a vibrant red flange to deliver a sleek, energetic look. The hands and indexes are applied with Super-LumiNova, while the TH-Polylight bezel adds a modern, forward-thinking touch. The Solargraph technology drives the calibre TH50-00 movement, providing a lasting touch for the F1 fan who appreciates cutting-edge innovation in both form and function.

TAG Heuer Formula 1 Solargraph Ref. WBY1114.FT8084

• Brand: TAG Heuer
• Model: Formula 1 Solargraph
• Reference: Ref. WBY1114.FT8084
• Diameter: 38mm
• Thickness: 9.9mm
• Movement: Calibre TH50-00 Solar-powered quartz
• Water-Resistance: 100 metres
• Price: AUD$2,650

The 2025 TAG Heuer Formula 1 Collection isn’t so much a nod to history as it is an homage to innovation. While there are references to great drivers, moments and Grand Prix of the past, the avant-garde approach is alive and well in this contemporary range. Just as Jack Heuer would have envisioned when he first laid down plans to dominate motorsport, the new age of TAG Heuer timepieces embodies a bold spirit of invention. The colours are vibrant, the mechanics are imaginative, and the designs are timeless. Oh yes, TAG Heuer is definitely back.