Watches and Wonders, Geneva, Switzerland, April 1 2025 – Swiss Luxury Watchmaker TAG Heuer once again reaffirms its position at the forefront of watchmaking innovation at Watches & Wonders 2025. This year’s presence is a celebration of precision, performance, and Swiss craftsmanship, designed for those who push boundaries – whether in sports, elegance, or mechanics. Every element has been thought of as a testament to the brand’s continuous pursuit of excellence.
AN ARCHITECTURAL PRIDE
Occupying a prime location at the heart of the LVMH Corner, TAG Heuer’s booth is a striking architectural structure, spanning an impressive 1,000 square meters. The brand has taken full ownership of its façade, revamping it to create a powerful and unmistakable presence. The grand entrance is designed to captivate, combining bold lines, dynamic lighting, and a multi-layered design that draws inspiration from motorsport and high- performance engineering. Two LED screens flank the space, projecting a visual story that evolves throughout the event, with familiar faces such as Max Verstappen and Ayrton Senna – legendary figures who embody the synergy between speed and precision – featured in striking imagery lifted from TAG Heuer’s new “Designed to Win” campaign. These visuals bring to life the campaign’s core message, a tribute to resilience, mental strength, and the continuous pursuit of victory. Throughout the fair, the visuals will shift, ensuring that the energy of the TAG Heuer booth remains as dynamic as the world of racing itself.
Every aspect of the booth’s design aligns with TAG Heuer’s evolving identity. The choice of material and modern aesthetic reflect the brand’s commitment to innovation, racing and speed. The exterior, inspired by the energy of the starting grid and the motion of the checkered flag, are another nod to signature elements of TAG Heuer’s watches.
The timepieces are displayed with an artistic precision that highlights their individual identities. The TAG Heuer Monaco, with its distinctive square case, is exhibited in an environment designed to accentuate its sharp geometry through a clever use of reflections and mirroring effects. The TAG Heuer Aquaracer, inspired by the deep sea, is integrated into a scenography that evokes oceanic textures and the movement of water. Finally, the TAG Heuer Carrera, a tribute to automotive heritage, is presented in a space infused with metallic elements, reinforcing its connection to the world of high-speed racing. Each watch is framed within its own universe, amplifying what makes them unique.
A TRIBUTE TO HERITAGE AND INNOVATION
As visitors step inside the booth, the immediate focal point is a display that cements TAG Heuer’s deep-rooted connection to Formula 1®. At the very center of the space, standing as a true conversation piece, is the Oracle Red Bull Racing Formula 1 car, a striking representation of speed, technology, and competitive spirit. Adding to the spectacle, one of the most historically significant racing cars of all time, the 1988 McLaren MP4/4, is proudly displayed. It was with this exact car that Ayrton Senna drove at the 1988 Brazilian Grand Prix, his first ever race for McLaren in a season he would go on to claim his first World Drivers’ Championship, making it the obvious symbol of racing heritage for the watchmaker.
A dedicated showcase celebrates TAG Heuer’s legacy in motorsport, displaying an array of rare and historically significant artifacts. Ayrton Senna’s racing suit stands as a tribute to one of the greatest drivers in history, positioned alongside his helmet. Mika Häkkinen’s signed helmet, a recent addition to the brand’s archive, reinforces TAG Heuer’s longstanding presence in Formula 1. The official Grand Prix de Monaco trophy, housed in an elegant Louis Vuitton case, adds another layer of prestige. This space also features the Heuer Centigraph Le Mans, an early timekeeping device used in motor racing, and a TAG Turbo Formula 1 engines that would power Alain Prost to three World Drivers’Championship and two World Constructors’ Championship for McLaren.
A DEEPER EXPERIENCE
For all to enjoy, TAG Heuer has crafted an interactive journey that invites visitors to engage with the brand in new and exciting ways. An Oracle Red Bull Racing simulator offers guests the opportunity to test their reflexes on a virtual racetrack. A live leaderboard keeps track of the fastest lap times, adding a competitive edge to the experience. This spirit of performance extends into the interactive zone, where visitors can explore the features of TAG Heuer’s latest Connected Watch models and experiment with customization options that blend technology with personal style.
At the heart of the booth, the TAG Heuer lounge offers a welcoming space designed for conversation and discovery. A bar area, a key element of the brand’s adds to the experience. The design has been elevated this year with bespoke furniture created specifically for the event, while an illuminated back bar showcases a stunning champagne display. Every detail has been thoughtfully considered to ensure the space feels both vibrant and exclusive, a place where guests can immerse themselves in the world of TAG Heuer.
With a booth that speaks to its DNA and an atmosphere that invites discovery, the brand delivers a powerful statement: this is not just about keeping time – it is about defining it.
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