TAG Heuer makes a triumphant return to Watches and Wonders Geneva 2025, celebrating its renewed role as the Official Timekeeper of Formula 1 with a showcase that fuses technical innovation, design excellence, and a passion for motorsport. With a series of thrilling new launches, the brand reaffirms its deep-rooted connection to racing and reimagines its most iconic timepieces for a new era.
TAG Heuer Formula 1 Solargraph
The TAG Heuer Formula 1 Solargraph collection injects fresh energy into the grid with nine reimagined models – three core and six limited editions – all showcasing bold designs inspired by Formula 1 liveries and engineered for everyday performance.
Featuring a refined 38mm case and TH-Polylight, a lightweight, ultra-durable material allowing limitless colour expression, these watches are powered by TAG Heuer’s first-ever solar-powered movement in the Formula 1 lineup. With enhanced comfort, an ergonomically re-engineered bidirectional bezel, and unmistakable Formula 1 styling, the Solargraph series is as at home on the track as it is in the city.
TAG Heuer Carrera Day-Date & Carrera Date Twin-Time
TAG Heuer reinvents the essence of everyday achievement with the Carrera Day-Date and Carrera Date Twin-Time. Both models feature in-house TH31 movements offering an impressive 80-hour power reserve and come with refined ergonomics, quick-change bracelets, and five-year warranties.
The Carrera Day-Date arrives in five sophisticated references, combining heritage cues with contemporary style. Meanwhile, the Carrera Date Twin-Time introduces dual-time functionality and a vibrant teal dial, echoing the golden age of racing while catering to today’s global citizens.
TAG Heuer Monaco Split-Seconds Chronograph | F1
In a bold tribute to motorsport timing, TAG Heuer introduces the Monaco Split-Seconds Chronograph | F1, limited to just 10 pieces worldwide. Powered by the Calibre TH81-00 split-second movement, this ultra-precise timepiece is crafted for the split-second demands of racing.
Encased in white ceramic and sapphire crystal, this Monaco iteration showcases TAG Heuer’s technical mastery, offering the ability to time multiple intervals with absolute precision. It’s the ultimate fusion of heritage and innovation, born for the paddock and beyond.
Beads-of-Rice Bracelet
Another highlight of TAG Heuer’s 2025 showcase is the return of the iconic beads-of-rice bracelet to the Carrera Chronograph line. First seen in the 1960s, this updated version merges vintage elegance with modern refinement.
The new single-row design offers improved articulation, an ergonomic fit, and a stylish nod to the brand’s golden era, an enduring detail that connects past and present with fluid sophistication.
Designed to Win: Honoring Ayrton Senna and the Competitive Spirit
At the heart of the brand’s return is “Designed to Win,” a bold new campaign inspired by Ayrton Senna’s legendary words: “I’m not designed to come second or third, I’m designed to win.” The campaign captures the relentless ambition, mental strength, and precision that have long defined TAG Heuer and its Formula 1 journey.
With TAG Heuer once again taking the stage as the Official Timekeeper of Formula 1 and Title Partner of the Formula 1 TAG Heuer Grand Prix de Monaco, this campaign signals a bold new chapter for the Swiss watchmaker, celebrating champions who don’t just measure time, but command it.
From solar-powered innovation to race-ready chronographs and reimagined icons, TAG Heuer’s 2025 lineup is firmly back in the fast lane, pushing boundaries with every tick.
