e’re back! Collaborating with F1 is something you experience only once in a lifetime,” exclaims TAG Heuer CEO Antoine Pin, referring to the massive partnership agreement sealed with Formula 1 (a ten-year contract signed by LVMH). The brand from La Chaux-de-Fonds is the most universal and most affordable of a group watchmaking portfolio that ranges from Zenith to Hublot, from Bvlgari to Tiffany & Co. and from Daniel Roth to L’Epée.

While it may have repositioned itself at the higher end of the market, TAG Heuer more than any other brand embodies the Group’s horological ambitions to win volume sales – meaning the hearts and minds of the largest possible audience. Its history, which has been shaped by its ties to motor sports since Jack Heuer’s tenure in the 1960s, together with motor racing’s immense global popularity, make this moment all the more important.

Jo Siffert, a driver with close ties to Heuer, in Europa Star in 1969. ©Europa Star Archive

The TAG Heuer Carrera line has been radically redesigned in recent years, the star being its signature glassbox design.

“Desirability is horology’s holy grail,” says Antoine Pin. “It influences not only the continuous elevation of products, but also communication, collaboration and the in-store experience. This partnership with Formula 1 is a once-in-a-lifetime experience. For 60 years, TAG Heuer has reaped the greatest number of successes on the circuit. It is associated with 15 World Drivers’ Championship titles, 11 World Constructors’ Championship titles and 239 Grand Prix wins, and with personalities from Jo Siffert to Max Verstappen.”

The brand has redesigned the TAG Heuer Carrera Day-Date, integrating upgrades such as an in-house movement, refined aesthetics and a wider range of options on six new models.

For TAG Heuer, 2025 will go down as the year the brand resumed its historical partnership with Formula 1, whose impact and spirit the brand is intent on instilling across all its collections... and beyond: “It’s three things rolled into one: massive activation and media visibility; production of related models and an exposition of our historical role. Sharing this physical experience, bringing audiences up-close with the action… Formula 1 is a powerful sport, focused on detail and precision, and has clear common ground with watchmaking, but it’s also a joyful sport and an amazing spectacle. We’ll be living and breathing Formula 1 throughout the ten months of competition.”

Facilitators of new technologies

While the partnership concerns all lines, the TAG Heuer Formula 1 collection is getting a particular boost in this symbolic year, starting with the five new models that were unveiled at LVMH Watch Week in January: four vibrantly coloured chronographs that channel the “Grand Prix by Night” design concept, and one model in collaboration with Oracle Red Bull Racing. The aluminium tachymetric bezel, highlighted by a coloured ring to distinguish it from the case, is inspired by F1 high-precision engineering.

The new, limited-edition TAG Heuer Carrera Chronosprint x Porsche Rallye models are fitted with the TH20-08 calibre whose chronograph module is unique to its partnership with Porsche: by adding two snail-shaped gears, the central seconds hand accelerates over the first 15 seconds of each minute then slows down for the remainder of the sixty seconds. These new models are inspired by the historical Heuer dashboard timers, which played a key role in racing car victories in the Monte-Carlo Rally.

“The new TAG Heuer Formula 1 Chronograph reprises the fundamental features that have underpinned its success from the time it was launched, namely vibrant colours and an unusual case shape, but introduces aluminium, titanium, rubber and greater aerodynamics for a product that, in a way, has more “horological substance” than the original,” comments Antoine Pin. “This is exactly why I prefer to talk about an elevation in quality as opposed to a move upmarket.” The brand comes to Watches and Wonders with an even wider range of nine new watches, with a refined 38mm case, upgraded finishing including sandblasted steel and DLC treatment, enhanced ergonomic design, eye-catching colourways and, of special note, the Solargraph movement.

“1986 was a significant year for the brand, not only for the debut of the TAG Heuer Formula 1 collection in colours that were new in luxury Swiss watches, but as the official debut of the newly named TAG Heuer with the acquisition of the historic Heuer name by Techiques d’Avant Garde group," continues Antoine Pin. “TAG Heuer is unusual in that it started again from scratch 40 years ago as part of the TAG Group, which had very little experience in watchmaking but was a genius when it came to marketing. They laid the foundations for the revival but we’ve contributed our knowledge of the product, R&D and new materials. Today’s TAG Heuer is a synthesis of these different development phases.”

New chronographs in vibrant colourways join the TAG Heuer Formula 1 collection. The tachymetric bezel, highlighted by a coloured ring to distinguish it from the case, is inspired by F1 high-precision engineering.

Evolving from the original 35mm models, the 38mm version retains the spirit of the original design. The Solargraph quartz movement makes its appearance in the TAG Heuer Formula 1 range: fully charged, after less than 40 hours in the sun, the watch can run for up to 10 months with no light exposure.

The parallels between mechanical and quartz in watchmaking, and Formula 1 mechanical and Formula E electric racing in automobiles, are obvious. TAG Heuer gets behind both technologies: “Basically, I think we need to support research in numerous directions and not concentrate on one single way of making a transition,” states Antoine Pin. “We see ourselves as facilitators of new technologies. What interests us is being open to numerous domains.”

“For a new era”

Launched in 1963 at the heart of the automotive world, the TAG Heuer Carrera is the brand’s first collection and another major beneficiary of the partnership with Formula 1. It has the advantage of “addressing a large number of people thanks to a broad territory that ranges from the most affordable to the most exclusive models.” But the CEO is quick to point out: “Remember, a line such as the TAG Heuer Aquaracer is important too! Expect to see drive across all our collections throughout the year.”

Also at Watches and Wonders, the brand is relaunching the TAG Heuer Carrera Day-Date “for a new era”. Upgrades introduced on the six new releases are an in-house movement, refined aesthetics and a wider range of options.

The TAG Heuer Formula 1 Solargraph: a new range of watches featuring a refined 38mm case, upgraded finishing including sandblasted steel and DLC treatment, enhanced ergonomic design, eye-catching colourways and, of special note, the Solargraph movement.

Taking centre-stage is the TAG Heuer Carrera Date Twin-Time. The sunray-brushed dial in teal - a colour inspired by the racing livery of motor sport’s golden age - is complemented by a two-tone flange in teal and silver. The red-tipped GMT hand, inspired by the TAG Heuer Carrera GMT, is a discreet nod to connoisseurs. Its shape subtly echoes the precision of watchmaking tools, such as tweezers.

The new TAG Heuer Carrera Day-Date is powered by the in-house TH31 movement. The TH31-02 and TH31-03 (for the Twin-Time), co-developed with AMT and produced exclusively for TAG Heuer, deliver an 80-hour power reserve and come with a five-year extended warranty. At LVMH Watch Week, TAG Heuer had already proposed new variations in the collection, such as the limited-edition TAG Heuer Carrera Chronosprint x Porsche Rallye models, fitted with the TH20-08 calibre whose chronograph module is unique to its partnership with Porsche: by adding two snail-shaped gears, the central seconds hand accelerates over the first 15 seconds of each minute then slows down for the remainder of the sixty seconds. These new models are inspired by the historical Heuer dashboard timers, which played a key role in racing car victories in the Monte-Carlo Rally.

The signature glassbox domed sapphire crystal features on this TAG Heuer Carrera Chronograph Tourbillon, with a fumé dial graduating from black to purple. Available as a limited edition of 200. It is driven by the Heuer 02 (TH20-09) tourbillon movement from TAG Heuer, which delivers a power reserve of 65 hours.

“A TAG Heuer chronograph is a must in any watch collection," concludes Antoine Pin. “But the public always looks to the future and for this reason we’re evolving our historic designs. I think the best example of this is the development of the glassbox on the TAG Heuer Carrera. What I don’t want is to rein in our creativity because we’re in a specific price segment. I’ve been fortunate enough to work in the top range of the market, where you listen to and place absolute trust in the customer, and this is something I continue to do.”