At this year’s Watches & Wonders high-end watch exhibition held in Geneva, TAG Heuer showcased its brand spirit through a groundbreaking booth design. The 1,000-square-meter booth was situated at the heart of the LVMH zone. The overall design seamlessly blended a sense of speed, modern architectural language, and racing elements, drawing inspiration from checkered flags, starting lines, and dynamic lighting to embody the theme of the brand’s Designed to Win: Rising Against the Odds, Victory Is Mine. Flanking LED screens continuously played dynamic visuals featuring Max Verstappen and Ayrton Senna, alongside brand commercials, creating a highly energetic atmosphere that evoked a visual narrative intertwining precision and power.
At the center of the booth stands the Oracle Red Bull Racing Formula 1 car, alongside the iconic 1988 McLaren MP4/4 model, famously driven by Ayrton Senna during the Brazilian Grand Prix, where he clinched his first world championship title. The exhibition also showcases several historically significant collectibles, including helmets worn by Ayrton Senna and Mika Häkkinen, the Heuer Centigraph Le Mans, the TAG Turbo Formula 1 engine, and the official Monaco Grand Prix trophy, emphasizing the brand’s deep-rooted connection with the world of motorsport. The interactive experience area features a simulated racing track challenge and a Connected Watch display, allowing visitors to immerse themselves in TAG Heuer’s blend of precision watchmaking and smart technology.
The exhibition space showcases a variety of the latest TAG Heuer timepieces, spanning across the brand’s different iconic collections. Among them, three standout creations highlight the brand’s cutting-edge achievements in design aesthetics and movement technology. Notably, the TAG Heuer Carrera Day-Date series features a 41mm stainless steel case paired with a black sandblasted dial. It is equipped with the in-house TH31-02 automatic movement, offering an impressive 80-hour power reserve. The day and date windows are positioned at 3 o’clock, and the dial layout is clean and legible, complemented by a striking red central seconds hand and rhodium-plated hands coated with Super-LumiNova® for enhanced readability in low light. The watch strap is crafted from black perforated calfskin with light blue detailing on the interior, featuring a quick-change system that combines both style and practicality. The case back is engraved with a laurel wreath motif, symbolizing the collection’s deep connection to the history of motor racing glory.
Another TAG Heuer Formula 1 Solargraph timepiece comes with a 38mm stainless steel case and a white opaline dial design, powered by the brand’s exclusive TH50-00 Solargraph solar movement. The movement can be charged using natural or artificial light—a quick two-minute exposure to sunlight provides a full day’s power, and once fully charged, it can operate continuously for up to 10 months in darkness, significantly enhancing both endurance and eco-efficiency. The red lacquered second hand and 60-second scale bezel emphasize a sporty vibe, while the hour markers and hands are coated with Super-LumiNova® luminescent material to enhance readability in different lighting conditions. It is paired with a three-row stainless steel bracelet featuring an adjustable folding clasp, further improving the wearing experience.
Finally, we have the TAG Heuer Monaco Split-Seconds Chronograph, an innovative masterpiece within the iconic Monaco collection. This timepiece features a double rattrapante chronograph function, allowing it to simultaneously track two time intervals—a significant technical advancement. The square case continues the signature design of the Monaco series, while the dial integrates skeletonized elements and layered structures, paired with exposed mechanical details that beautifully showcase the allure of its chronograph mechanism. The overall aesthetic exudes a modern and sporty vibe, embodying TAG Heuer’s relentless pursuit of high-end watchmaking expertise and design innovation.
TAG Heuer showcased an extensive collection of timepieces and design directions at this watch exhibition. The booth design, interactive installations, and historical displays all revolved around the theme of racing culture, embodying the brand’s spirit of speed and innovative philosophy since its inception. This presentation fully highlighted its leading position in the contemporary luxury watchmaking industry.
