TAG Heuer roars back into the spotlight at Watches and Wonders Geneva 2025, marking its triumphant return as the Official Timekeeper of Formula 1®. With a series of bold launches, the Swiss luxury watchmaker deepens its longstanding connection to the world of motorsport while ushering in a new era of innovation, precision, and style.
From solar-powered engineering to split-second chronograph mastery, TAG Heuer’s latest timepieces celebrate the thrill of speed and the spirit of victory. At the heart of this year’s showcase is the new TAG Heuer Formula 1 Solargraph, a fresh take on racing performance with sun-fueled energy and striking track-inspired aesthetics. Alongside it, the TAG Heuer Carrera Day-Date and Carrera Date Twin-Time offer sophisticated reinterpretations of the brand’s most iconic “success watch.” For collectors and connoisseurs, the ultra-rare TAG Heuer Monaco Split-Seconds Chronograph | F1®, limited to just ten pieces, is a stunning tribute to timing excellence. Completing the collection is the revival of the vintage beads-of-rice bracelet, adding a touch of timeless elegance to the modern Carrera Chronograph line.
Tying the collection together is TAG Heuer’s new global campaign Designed to Win – a powerful homage to the legacy of Ayrton Senna and the brand’s uncompromising drive toward greatness.
Solar-Powered Speed: TAG Heuer Formula 1 Solargraph
TAG Heuer injects new energy into its Formula 1 lineup with the introduction of nine reimagined models – three core pieces and six limited editions – each boasting a sleek 38mm case, ergonomic enhancements, and colorways inspired by iconic F1® liveries. Powered by the innovative Solargraph movement, these timepieces offer sustainable, long-lasting performance with zero downtime.
A standout innovation in this collection is TH-Polylight, a lightweight, ultra-durable material that enables vibrant color expression and enhanced comfort. The collection also features a newly engineered bidirectional bezel with refined mechanical feedback – a detail designed for both tactile appeal and functional precision. Whether at the track or in the city, these watches exude bold, modern confidence.
Rewriting Success: TAG Heuer Carrera Day-Date & Twin-Time
The TAG Heuer Carrera – a symbol of ambition and achievement – gets a 2025 refresh with the Day-Date and Date Twin-Time models. With upgraded TH31 in-house movements offering 80 hours of power and backed by a five-year warranty, these watches combine refined case geometry, quick-change bracelets, and exceptional ergonomics.
The Day-Date arrives in five elegant references that merge heritage cues with contemporary design. Meanwhile, the Twin-Time introduces dual-time functionality on a radiant teal dial, a nod to the golden age of racing. Together, they honor the Carrera legacy while inviting a new generation to celebrate their own milestones – on and off the circuit.
The Ultimate in Timing Precision: TAG Heuer Monaco Split-Seconds Chronograph | F1®
Precision, rarity, and performance define the TAG Heuer Monaco Split-Seconds Chronograph | F1® – a technical masterpiece limited to just 10 pieces. Powered by the Calibre TH81-00, this split-seconds chronograph is engineered to time multiple intervals simultaneously, making it a perfect companion for the high-intensity world of Formula 1®.
Its case, crafted from white ceramic and sapphire crystal, houses a red-tinted translucent dial and asphalt-textured counters – design details that pay homage to motorsport. A standout feature: the iconic phrase “LIGHTS OUT & AWAY WE GO” from commentator David Croft, engraved into the watch, reminding wearers of the adrenaline-fueled essence of racing.
A Vintage Icon Returns: The Beads-of-Rice Bracelet
In a nod to its golden age, TAG Heuer reintroduces the beloved beads-of-rice bracelet to the Carrera Chronograph collection. Originally launched in the 1960s, this design is revered for its supple wear and timeless elegance. The new single-row bracelet blends vintage sophistication with contemporary execution, offering improved articulation, a sleek fit, and enduring comfort.
Designed to Win: A New Chapter Begins
TAG Heuer’s new global campaign, Designed to Win, sets the tone for its next chapter. Inspired by Ayrton Senna’s legendary quote, “I’m not designed to come second or third, I’m designed to win,” the campaign captures the brand’s commitment to performance, resilience, and the unrelenting pursuit of excellence.
As TAG Heuer resumes its role as Official Timekeeper of Formula 1® and title partner of the Formula 1 TAG Heuer Grand Prix de Monaco, the campaign reconnects with the essence of competition – honoring those who defy limits and push forward, lap after lap, with purpose.
From Geneva to Monaco, and from heritage to the future, TAG Heuer proves once again that it’s not just about telling time – it’s about owning it.
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