TAG Heuer turned heads at Watches & Wonders 2025 in Geneva. With bold design, immersive storytelling, and unmatched precision, the Swiss luxury watchmaker made a powerful statement. More than a showcase, it was an experience that embodied the brand’s legacy of innovation and performance. TAG Heuer’s new campaign, Designed to Win, came to life—proving that this is a brand not just keeping time, but owning it. From motorsport icons to cutting-edge craftsmanship, every detail radiated purpose, power, and prestige.
A Striking Architectural Statement in the LVMH Corner
TAG Heuer’s 1,000-square-meter booth impressed with bold lines and motorsport energy. It was more than a display – it was a message.
Two LED screens pulsed with visuals from the “Designed to Win” campaign. Racing legends like Max Verstappen and Ayrton Senna lit up the facade.
Every detail echoed speed, precision, and purpose. From start-line-inspired architecture to dynamic lighting, TAG Heuer’s presence was impossible to ignore.
Legendary Timepieces in Immersive Worlds
Inside, watches were more than showcased – they were celebrated. Each model had its own immersive micro-universe.
TAG Heuer Monaco stood out with sharp geometry and reflective elegance.
Aquaracer dived deep into ocean-inspired textures.
Carrera embraced racing heritage with a high-octane metallic setup.
TAG Heuer didn’t just show watches. It told stories through design.
A Museum of Motorsport Greatness
At the heart of the booth, two legendary Formula 1 cars stole the show.
The Oracle Red Bull Racing F1 car roared with modern performance.
The 1988 McLaren MP4/4, driven by Senna, reminded us of racing royalty.
Visitors discovered racing suits, helmets, trophies, and rare timekeeping pieces. This was more than a brand exhibit – it was a motorsport shrine.
An Interactive Playground of Precision
TAG Heuer invited guests to play, race, and explore. A Formula 1 simulator tested reflexes. A leaderboard added thrilling competition.
The interactive zone brought the Connected Watch line to life. Guests could test tech, tweak styles, and personalize performance.
A Lounge That Blended Vibe and Luxury
The lounge? Pure cool. Champagne glowed behind a bespoke bar. Custom furniture, curated design, and a vibrant buzz made it the perfect hangout.
TAG Heuer made luxury personal, immersive, and undeniably exciting.
Final Word: This Is Time, Redefined
TAG Heuer’s booth wasn’t just a space – it was a statement. Precision, performance, and prestige met under one roof.
This wasn’t merely about keeping time. It was about shaping it. Enjoy this keynote from the event:
Explore more at www.tagheuer.com | Follow the movement: @TAGHeuer