The epitome of speed, style, technology, and sophistication has always been Formula 1, and TAG Heuer has been at the forefront of the sport for years, both as a team sponsor – starting from the famous TAG McLarens in the 1980s, as well as the TAG-branded Red Bulls more recently – and a driver sponsor. The famous motto ‘don’t crack under pressure’ could have been invented for Ayrton Senna, and Max Verstappen is always proud to wear his latest Monaco.
But now, TAG Heuer has taken their involvement a considerable step further, by becoming a sponsor of the entire championship, following what was one of the biggest deals in global sport at the end of last year. France’s renowned LVMH Group (of which TAG Heuer forms a part) handed over what is reckoned to be up to a billion dollars for a 10-year agreement with Formula 1, covering their Louis Vuitton, Moet et Chandon, and TAG Heuer brands. And no, that’s not a misprint, because such an agreement is reckoned to be worth around $100 million annually.
As part of the deal, TAG Heuer will become the official timekeeper of the fastest sport in the world, as Formula 1 celebrates its 75 th anniversary this year. And off the back of that investment, TAG Heuer naturally expects to sell quite a few more watches (although a very rough calculation tells me that they would need to sell around 14,000 extra watches per year to justify their share of the annual $100M budget that LVMH spends on F1). And to be honest, they might just achieve that – as, while colossal, that number of watches is actually a bit smaller than what I would have imagined at first. Especially if TAG Heuer carries on making instant crowd-pleasers throughout the seasons like the models that have just been introduced.
TAG Heuer LVMH Watch Week Novelties
There’s a completely new Formula 1-inspired collection, starting off with an entirely reimagined Formula 1 Chronograph, with a new shape, colours, and materials. Its racing DNA is abundantly clear though, with all the visual cues you would expect to link it to the pinnacle of motorsport.
Four of these new models have been released at once, and they definitely manage to hark back to the original quartz-powered colourful TAG Heuer F1 line-up from 1986 (I still have my blue example somewhere). Only now, their latest watches are made out of titanium and aluminium, making this the most sophisticated TAG Heuer Formula 1 timepiece ever made. They are also a lot more sleek and contemporary, topped with a fixed tachymeter bezel, but the bad news is that you’ll now need around £4,000 to own one. A far cry from the budget introduction to top watchmaking that these models used to represent: back in 1986, these watches used to cost the equivalent of around £300. Above all though, the design language is everything we have come to expect from a Formula 1 watch: the dial basically looks like the high-tech steering wheels that modern F1 drivers are constantly fiddling with.
At 44mm you’d be forgiven for thinking that this watch was the size of a steering wheel too, but the reality is that the integrated design and everything going on in the dial makes everything seem a lot more compact, especially in the two all-black DLC versions. Those shapes – on the dial and the case – are designed to echo the complex forms of Formula 1 cars, reflecting the intricate bodywork and sophisticated aerodynamic devices.
One of these new watches forms a tribute to TAG Heuer’s long-standing partnership with Red Bull, and it’s probably my favourite. Made from titanium, it features carbon inserts and a textured dial in Red Bull blue, while there’s an engraved case back as well to cement its collectors’ status. The entire collection comes together as a very cohesive whole; never feeling gaudy despite the bright colours.
But if you look at the motorsport history of TAG Heuer (or just Heuer, as it was before the 1980s) you’ll find that it all started with rallying. So perhaps the most significant new release this week, in my view at least, is the TAG Heuer Carrera Chronosprint x Porsche Rallye, forming a tribute to the historic 1965 Monte Carlo Rally that took place 50 years ago. The Monte Carlo Rally is actually happening this week, and in many ways rallying is still the purest form of motorsport: run on real roads all over the world, with drivers and co-drivers battling the elements unassisted.
Back in 1965, the event was characterised by harsh weather, challenging conditions, and a controversial disqualification of other competitors over technicalities. At the end of it, there were two Porsches in the top five, inspiring this limited edition TAG Heuer (with Porsche being another important partner).
It's a stunning piece with a black dial that recalls those vintage Heuer dashboard timers of old, which were first seen on long distance rallies like Monte Carlo. There are all sorts of other details on the watch that reflect its Porsche heritage, including a rather neat central seconds hand that accelerates rapidly for the first 8.4 seconds: reflecting the time that it took the original 911 to go from 0-100kph. The rotor, visible through the display caseback, is also shaped like a Porsche 911 steering wheel, and you even get a little model of the very first Porsche 911 thrown into the presentation box. Two versions are available: steel, limited to 911 pieces (of course) and 18 carat yellow gold, with just 11 pieces on sale (for about £20,000 each).
We’re obviously already familiar with the TAG Heuer Chronograph, complete with its flagship Tourbillon variation. Now, TAG Heuer has introduced a Purple Edition for each, with a striking black-to-purple gradient dial housed within the characteristic Carrera ‘glassbox’ crystal: not dissimilar to something that TAG Heuer released a few years ago with the Monaco. The overall effect looks spectacular, especially on its characteristic black leather rally strap, with the Tourbillon (limited to 200 pieces), showcasing the very best that TAG Heuer can offer. Naturally there’s a big difference in price, with the tourbillon version selling at around £30,000.
But all the recent excitement from TAG Heuer doesn’t stop there: other novelties include 39mm TAG Heuer Carrera Chronographs in blue and pink, studded with 72 diamonds, and there are yet more pastel tones in the new 36mm TAG Heuer Carrera Date, which also manages to blend motorsport heritage with diamonds – as unlikely as that sounds.
In any case, if Red Bull really gives you wings – as their advert claims – TAG Heuer has certainly grown them and taken flight. The latest tie-in with Formula 1 seems to have inspired some of their best motorsport watches yet.
