TAG Heuer‘s success as an industry leader is largely attributed to motorsports, which has a legacy built on historic involvement on and off the race track. With iconic faces like Ayrton Senna and Max Verstappen representing the brand’s past, present, and future, it’s no surprise to hear that TAG Heuer is focusing its 2025 Watches & Wonders releases around modern variants of its most iconic automotive-inspired watches. In the heart of Geneva, Switzerland, TAG Heuer is proud to showcase its newest collections in the prime location of the LVMH corner.
While the watches stand out as the main event of the week, the Swiss watchmaker celebrates its deep roots and connection to Formula 1 with a booth that pays tribute to the sport. Adding to the spectacle, one of the most historically significant racing cars of all time, the 1988 McLaren MP4/4, is proudly displayed alongside Oracle Red Bull Racing’s Formula 1 car. Historically significant artifacts like Ayrton Senna’s racing suit, Mika Häkkinen’s signed helmet, and the official Grand Prix de Monaco trophy are also on scene for visitors to see.
Bringing back one of the most recognized watches after almost 40 years, TAG Heuer celebrates classic 1980s styling with the latest release of nine new Formula 1 references in a series of eye-catching color combinations. The second triumphant return takes shape as the new Monaco Split-Seconds Chronograph F1, honoring its special place in pop culture, famously worn by Steve McQueen in the 1971 film Le Mans. Reimagined for a new era of watchmaking, the new TAG Heuer Carrera Day-Date depicts the evolution of a watch deeply rooted in racing heritage. And last but certainly not least, TAG Heuer digs into its archives to bring back the Beads-of-Rice Bracelet from the 1960s.
TAG Heuer Formula 1 Collection
TAG Heuer Monaco Split-Seconds Chronograph | F1
TAG Heuer Carrera Day-Date
Source: TAG Heuer