In Pole Position

TAG Heuer's role in motorsport goes beyond celebrating its connection to racing, says the brand's CEO, Antoine Pin.

- Words: Audrey Simon

This year marks a milestone for TAG Heuer as it is appointed the official timekeeper for Formula One— its second tenure, the first being in 1992.

The new partnership will span a decade, but it is more than a ceremonial title. Under CEO Antoine Pin’s leadership, the move signals a strategic shift. “We’re not merely reaffirming our connection to motorsport,” says Pin. “We're redefining it. Our role is to witness and elevate the extraordinary achievements of athletes who push beyond their limits.”

Pin reflects on racing history, recalling moments such as Ayrton Senna’s resilience in rain-soaked conditions and Max Verstappen’s relentless determination in a less-than-optimal car. “That spirit, that inner strength, is what we aim to express through our watches. When Verstappen refuses to crack under pressure, he embodies the very essence of what we stand for.” The brand’s Don’t Crack Under Pressure tagline encapsulates values of determination, courage, and the relentless pursuit of excellence—hallmarks of both its watchmaking and sporting heritage.

For TAG Heuer, timekeeping in F1 is not just about precision; it’s about witnessing human resilience. “It’s like my grandfather’s favourite armchair. F1 is TAG Heuer’s seat of choice,” Pin adds with a smile. “We are here not only to support these champions, but to reflect their spirit: courage, focus, and the will to excel. These are the traits we want our watches to embody.”

Revisiting the Past