SAVOIR FAIRE Victory by Design: Inside TAG Heuer’s Watches and Wonders 2025 Booth

As TAG Heuer unveils its latest collections in Geneva, the 1,000-square-meter immersive space becomes a powerful extension of the Swiss Maison’s ethos—where every detail echoes its relentless drive to push boundaries

Visitors stepping inside the TAG Heuer booth are met by an arresting visual duel—Max Verstappen’s 2025 Formula 1® car facing off against Ayrton Senna’s iconic 1988 McLaren MP4/4. It’s a dramatic confrontation that bridges eras, celebrating TAG Heuer’s deep-rooted legacy in motor racing and the revival of its role as Official Timekeeper of Formula 1® in 2025. It’s also a nod to the new tagline anchoring the Maison’s vibrant new campaign: “Designed to Win.”

The booth showcases TAG Heuer’s most emblematic lines—TAG Heuer Carrera, TAG Heuer Monaco, and TAG Heuer Aquaracer—each displayed in bold, dedicated environments. Within the Carrera space, guests will discover new iterations of the TAG Heuer Carrera Chronograph, the TAG Heuer Carrera Day-Date and the TAG Heuer Carrera Twin-Time 41mm models, alongside the refined TAG Heuer Carrera Date 36mm line. The Monaco display presents the mythical TAG Heuer Monaco Split-Seconds Chronograph and celebrates the collection’s disruptive legacy through color, heritage, and performance. Finally, the TAG Heuer Aquaracer Professional 200 Solargraph takes the spotlight in a setting that channels high-altitude adventure and elemental endurance.

A striking heritage wall pays tribute to the legends who helped define TAG Heuer’s destiny. Ayrton Senna’s original racing suit and helmet stand alongside Mika Häkkinen’s helmet and the official Monaco Grand Prix trophy, housed in an elegant Louis Vuitton case. 

Visitors can also get behind the wheel at the Oracle Red Bull Racing simulator, a high-octane experience complete with a live leaderboard. These physical elements serve as touchpoints in a legacy built on courage, innovation, and mastery of the split second.

The Swiss Maison’s presence at Watches and Wonders 2025 encapsulates the mindset behind every watch. As TAG Heuer reclaims its position as Official Timekeeper of Formula 1®, the booth becomes a stage for a new chapter. 

In Geneva, beyond showcasing its watch models, TAG Heuer offers a vision of what it means to be Designed to Win. From precision engineering to immersive experiences, every detail of the booth reflects the Maison’s enduring focus on performance and innovation.