LIFESTYLE TAG Heuer in 2025: Where the Legacy Accelerated Forward

As the year draws to a close, 2025 stands out as a defining chapter for TAG Heuer — a year shaped by return, acceleration, and clarity of purpose. It began with a statement that resonated far beyond the paddock: We Are Back in Formula 1®. More than a comeback, it was a homecoming. As Official Timekeeper of Formula 1® once again, TAG Heuer reclaimed a role deeply rooted in its history, reconnecting with the sport where precision down to the millisecond has always shaped destiny.

This return set the tempo for the year. In Formula 1®, time is not abstract — it is visible, shared, and unforgiving. From pit lane clocks to global broadcasts, TAG Heuer’s presence reaffirmed its authority where timing matters most, anchoring the Maison’s expertise at the very heart of motorsport once again.

Across its watchmaking innovations, TAG Heuer continued to explore the frontiers of performance, translating its mastery of time into new mechanical and material expressions. The TAG Heuer Monaco Split-Seconds Chronograph Air 1 reaffirmed the Maison’s expertise in measuring the extreme, pushing chronograph precision to its limits. At the same time, TH-Titanium and TH-Carbonspring emerged as proprietary outcomes of in-house research at the TAG Heuer LAB, proving that innovation today is as much about transforming matter as mastering mechanics. Lighter, stronger, and engineered for resilience, these materials reflected a pursuit of efficiency — performance reduced to its essential form.

That same philosophy extended into the digital realm with the TAG Heuer Connected Calibre E5. Here, precision moved beyond gears and springs, offering a new language of performance built around data, endurance, and recovery. Whether mechanical or connected, each release spoke to the same idea: timing is not only about measuring moments, but about mastering them.

Beyond watchmaking, 2025 also saw TAG Heuer broaden its presence across sport and lifestyle. The Maison’s partnership with the TCS New York City Marathon brought its timekeeping expertise to one of the world’s greatest tests of endurance, celebrating personal limits rather than podiums alone. In parallel, Patrick Dempsey joined TAG Heuer Eyewear as a new face of the brand — an embodiment of racing spirit, style, and authenticity, bridging performance with everyday expression.

Throughout the year, this vision unfolded on the world’s leading watchmaking stages. From LVMH Watch Week to Watches & Wonders Geneva, and from Geneva Watch Days to Dubai Watch Week — where TAG Heuer conceived an immersive booth experience and unveiled the TAG Heuer LAB to the region — the Swiss Maison presented not just products, but perspective. Innovation became tangible, ideas visible, and avant-garde watchmaking something to be experienced rather than explained.

Looking back, 2025 was clearly about alignment — between heritage and innovation, speed and endurance, mechanics and mindset. A year that clarified where TAG Heuer stands, and why its relationship with time remains inseparable from the will to push further.