Watches and Wonders 2025: TAG Heuer’s Racing Legacy Takes Center Stage

TAG Heuer is making a powerful return to Watches and Wonders Geneva 2025, celebrating its renewed role as the Official Timekeeper of Formula 1® with a series of exciting launches that showcase its deep connection to the world of motorsport. The spotlight is on the TAG Heuer Formula 1 Solargraph, which combines solar-powered performance with a bold, racing-inspired design. Alongside it, the TAG Heuer Carrera Day-Date and TAG Heuer Carrera Date Twin-Time reinvent the “success watch,” while the TAG Heuer Monaco Split-Seconds Chronograph | F1®—limited to just 10 pieces—represents the pinnacle of motorsport timing and innovation. All of this is tied together with the launch of the “Designed to Win” campaign, which honors Ayrton Senna’s legacy and captures the competitive spirit that continues to propel TAG Heuer into its next era.

 

The TAG Heuer Formula 1: Energized for the Track

TAG Heuer is bringing the iconic TAG Heuer Formula 1 back into the spotlight with nine redesigned models that channel the energy of the racetrack. This new lineup includes three core references and six limited editions, each featuring a refined 38mm case, bold colorways inspired by F1® liveries, and ergonomic upgrades designed for all-day wear. At the heart of these timepieces is the solar-powered Solargraph movement—a first for the TAG Heuer Formula 1 collection—offering long-lasting performance without any downtime.

Additionally, TAG Heuer introduces TH-Polylight, a lightweight, ultra-durable material that enhances both comfort and aesthetics across the collection, while allowing for limitless color expression. The re-engineered bidirectional bezel, designed in the iconic TAG Heuer Formula 1 shape, not only improves functionality but also offers a refined mechanical sound upon rotation, adding an extra touch of sophistication. Whether worn at the track or in the city, these watches make a bold statement.

 

The TAG Heuer Carrera Day-Date & Carrera Date Twin-Time: A Modern Take on Success

Two highly anticipated releases from TAG Heuer are the TAG Heuer Carrera Day-Date and the TAG Heuer Carrera Date Twin-Time. Both models redefine the essence of the “success watch” with contemporary updates to the TAG Heuer Carrera legacy. Featuring refined case geometry, upgraded ergonomics, quick-change bracelets, and TAG Heuer’s powerful in-house TH31 movements, these watches offer 80 hours of precision and a five-year warranty.

The TAG Heuer Carrera Day-Date is available in five striking references, each blending heritage with modern elegance to embody the spirit of everyday triumph. Meanwhile, the TAG Heuer Carrera Date Twin-Time elevates this symbol by incorporating dual-time functionality and a vibrant teal dial inspired by racing’s golden age. These timepieces are not just about success—they’re about celebrating it, both on and off the track.

 

The TAG Heuer Monaco Split-Seconds Chronograph | F1®: Limited Edition Motorsport Mastery

TAG Heuer celebrates its return as Official Timekeeper of Formula 1® with the TAG Heuer Monaco Split-Seconds Chronograph | F1®—an ultra-exclusive timepiece limited to only 10 pieces. Powered by the complex Calibre TH81-00 split-seconds chronograph movement, it allows the simultaneous timing of multiple intervals, making it the perfect tool for the fast-paced demands of motorsport. The lightweight case, crafted from white ceramic and sapphire crystal, highlights TAG Heuer’s mastery of materials and engineering precision.

Design elements pay tribute to F1® heritage, featuring a red-tinted translucent dial, asphalt-textured chronograph counters, and the iconic phrase from David Croft, “LIGHTS OUT & AWAY WE GO.” From the green and red lacquered shield to the hand-finished movement visible through the sapphire caseback, every detail is a nod to TAG Heuer’s deep-rooted connection to racing.

 

“Designed to Win”: A Bold New Campaign

At Watches and Wonders 2025, TAG Heuer unveils Designed to Win, a new global campaign that marks a bold evolution in the brand’s identity. Inspired by Ayrton Senna’s iconic declaration, “I’m not designed to come second or third, I’m designed to win,” the campaign embodies TAG Heuer’s belief in the power of mental strength, focus, and the relentless pursuit of excellence. With the brand’s return as Official Timekeeper of Formula 1® and title partner of the Formula 1 TAG Heuer Grand Prix de Monaco, Designed to Win reconnects with the competitive spirit at the heart of TAG Heuer’s history. It celebrates those who defy limits and reaffirms TAG Heuer’s mission: not just to measure time, but to master it at the highest level of performance and ambition.

 

Experience TAG Heuer at Tara Fine Jewelry Co.

As demonstrated at Watches and Wonders 2025, TAG Heuer continues to innovate while staying true to its motorsport legacy. Experience the latest collections in person at Tara Fine Jewelry Co. in Buford, GA. In addition to TAG Heuer’s world-class timepieces, you’ll enjoy legendary customer service and access to one of the largest selections of pre-owned timepieces in the Atlanta Metropolitan area.