A dedication to creating avant-garde, precise and bold timepieces has been a staple of TAG Heuer’s brand ethos since 1860. As part of LVMH’s decade-long deal with Formula 1, TAG Heuer is the sport’s official timekeeper and is unveiling updated versions of its collections to celebrate this partnership.
Here, Antoine Pin, chief executive officer of TAG Heuer, talks to Fairchild Studio about its latest offerings at the 2025 Watches and Wonders.
Fairchild Studio: What was the inspiration behind the latest collection?
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Antoine Pin: We are returning to the essence of TAG Heuer, reinforcing what the brand stands for today through a powerful and cohesive campaign. This year, we wanted to amplify the aspirational spirit of TAG Heuer — its heritage of precision, innovation and relentless pursuit of excellence.
Our new campaign, “Designed to Win,” represents the core values of the Maison: inner strength, perseverance and the drive to push beyond limits. Using striking black-and-white visuals from different brand territories, we have made a campaign that is both bold and timeless.
Fairchild Studio: How has TAG Heuer’s heritage influenced the designs of the latest collection?
A.P.: TAG Heuer’s heritage keeps the designs both timeless and relevant. The TAG Heuer Carrera Day-Date is inspired by the legendary Carrera Panamericana race and designed for people with a success-driven mindset. We engraved a “Victory Wreath” on the case back, connecting today’s wearers with motorsport legends. The return of the beads-of-rice bracelet is another tribute to our past, blending the vintage aesthetic of our 1960s timepieces with a modern, ergonomic fit.
The TAG Heuer Formula 1 collection brings back the bold, colorful energy of the original 1986 models while integrating cutting-edge materials and technology. Every piece we create carries TAG Heuer’s DNA — timeless design, deep racing heritage and a spirit of innovation.
Fairchild Studio: What are some of the standout timepieces in the collection?
A.P.: A key moment for the brand is the TAG Heuer Formula 1 Solargraph, which celebrates TAG Heuer’s historic and renewed partnership with Formula 1. TAG Heuer’s connection to the sport dates back to 1969 when it became the first luxury brand to sponsor a Formula 1 driver. Over the decades, the timepieces have been worn by legendary racers, strengthening the legitimacy of racing for the brand.
We added the Solargraph movement to them, a first for the collection, allowing them to harness solar energy and refreshed the 38mm case and ergonomic upgrades to bring a modern edge to a classic racing design.
Most notably, the newly launched TAG Heuer Monaco Split-Seconds Chronograph | F1® has an ultra-light ceramic and sapphire case and advanced split-second movement, a true tribute to high-speed precision to cement our place in the Haute Horlogerie. These watches celebrate our deep-rooted legacy in motorsport and show our high-level craftsmanship.
Fairchild Studio: What are you looking forward to with the newly launched Formula 1 partnership?
A.P.: Formula 1 represents the essence of TAG Heuer’s DNA — technology, boldness and the constant drive to defy one’s fears and surpass the limits. These values deeply resonate with TAG Heuer’s brand heritage and the vision of Jack Heuer, who forged a natural connection with the world of motorsport through his passion for speed and innovation.
Today, Formula 1 stands as a global phenomenon that transcends genders, generations and borders, much like TAG Heuer itself. This renewed partnership presents an extraordinary platform to showcase the Maison’s expertise in precision timing, reinforcing TAG Heuer’s legacy while embracing the spirit of performance and innovation.