Driven to Succeed

With the reins of TAG Heuer firmly in his grasp, CEO Antoine Pin talks about TAG Heuer's pivotal role in Formula One, his vision for the brand, a little about himself, and more.

- by Asaph Low

Fresh off a heady mix of an adrenaline-charged weekend and a red-eye flight to Singapore, TAG Heuer CEO Antoine Pin was surprisingly buzzing come the Monday after the race weekend at our morning interview. Even though he was ushered straight into another meeting upon landing, Pin displayed robust energy from the get-go, both in his countenance and responses. Formula One had just flagged off its 75th anniversary season at the Melbourne Grand Prix Circuit, Australia, and with TAG Heuer being the newly appointed Official Time Keeper, Pin was in attendance.

By now, Formula One has experienced a major cultural shift—no longer a sport solely focused on mechanics and technicalities but an entertainment phenomenon with a much wider appeal and engagement. Part of it is fuelled by Netflix's Formula 1: Drive To Survive series, star-studded celebrity appearances, and an evolved fan culture that encompasses a younger and inclusive crowd. These are backed by data. “There were more than 450,000 people over the weekend with activities for all demographics. We, as LVMH, can be a great partner of Formula One,” shared Pin even before the interview properly began. Indeed, it was a record year for the Melbourne GP, with 465,000 in attendance, making it the most attended Australian Grand Prix of all time. Broadcast viewership reached the 3.6 million mark, representing a 15 per cent year-over-year increase. All of these developments bode well for the Louis Vuitton Moët Hennessy (LVMH) Group after inking a 10-year agreement with several maisons, including TAG Heuer, which is the Official Timekeeper.