Time has always been part of Formula 1’s DNA. Measured not only in split seconds, but in decades of shared evolution. Among the names intertwined with that story, few resonate like TAG Heuer. Long before sponsorships became part of the sport’s language, the brand’s emblem was already speeding across circuits. From being the first luxury logo to appear on a Formula 1 car in 1969 to powering countless victories and championships across eras.
Through decades defined by legendary drivers, record-breaking races, and technical
innovation, TAG Heuer’s role as Timekeeper became part of Formula 1’s identity itself. After years apart, 2025 marks a long-awaited reunion. As Formula 1 celebrates its 75th anniversary, TAG Heuer once again takes its place as the sport’s Official Timekeeper—a meaningful return that, in the words of TAG Heuer CEO Antoine Pin, “It feels like we’re back home.”
And for this homecoming, TAG Heuer invited The Time Place Magazine and press from across the region to experience the thrill of Formula 1 up close. “Home,” this time, found us in Singapore—the dazzling city that hosts one of Formula 1’s most distinctive races. As the first-ever night race in Formula 1 history and the only full street circuit in Asia, the Singapore Grand Prix transforms the city into a living, breathing track. Its tight corners, unpredictable heat, and floodlit skyline test both driver and machine to their limits, turning precision into one big spectacle.
Welcoming us to this journey, Pin noted, “There’s a clear drive from the government to elevate this into a truly world-class event. One that blends glamour, energy, and regional connection. This year, it feels like our moment to take over.” And that takeover began not on the track, but in the heart of the city at the TAG Heuer Pop-Up in ION Orchard.
The space quickly became a magnet for fans and onlookers when Yuki Tsunoda of Oracle Red Bull Racing made a surprise appearance, sending ripples of excitement through the crowd as cameras flashed and cheers filled the air. Stepping inside, the pop-up unfolded like an invitation to step closer to the world of Formula 1 itself. From a full-scale racing car gleaming under spotlights, to team gear displayed in perfect precision, to a sensory corner where the rumble of the engine vibrated through the headphones, bringing the pulse of the track to life.
Further inside, a quieter story revealed itself as time seemed to slow. A curated display showcased treasures from TAG Heuer’s archive: the 18-carat gold Carrera gifted by Jack Heuer to Formula 1 drivers in 1971, and a rare TAG Heuer F1 signed by Japanese driver Ukyo Katayama which is one of the most distinctive early models from the brand’s playful, candy-hued era, recently reimagined through its 2024 collaboration with Kith. Together, these pieces stand as testaments to the brand’s enduring dialogue between heritage and innovation, nostalgia and speed.
That same spirit of evolution continues to drive the brand forward. As Antoine Pin revealed, TAG Heuer’s deep connection with Formula 1 remains stronger than ever. “In truth, we’ve never really left Formula 1. Our relationship has lasted more than six decades. We even have a collection named after it, which says everything about how close we are to this world. Over the next few years, we’re developing projects inspired by this partnership with ideas that don’t yet exist today. It’s an exciting chapter, and we’re making the most of it.”
Our next agenda took us to the heart of the action: the paddock. For those outside the sport, paddock access is a rare privilege: an exclusive backstage pass to the beating heart of Formula 1. It’s where drivers, engineers, and team principals move between the garages and hospitality suites; where precision meets adrenaline before the cars even reach the grid.
This year, that access came with a touch of luxury. Under a 10-year global partnership, LVMH—the group behind TAG Heuer—serves as Formula 1’s Global Luxury Partner. Thanks to this collaboration, we were welcomed into the LVMH Suite, an elegantly designed paddock lounge offering front-row proximity to the race.
From its glass-lined viewing area, just metres away from the track, to its air-conditioned interiors shielding us from Singapore’s tropical heat, every detail was crafted for comfort and sophistication. Between laps, we indulged in an exquisite spread of fine cuisine—a feast worthy of the occasion.
But the true highlight came with our exclusive guided Paddock Tour. We traced the path of the sport’s pulse: from the press conference area buzzing with international media, to the camera control room that captures every millisecond from trackside, pit, and even helicopter views. We stepped past team lounges where the tension of competition gives way to moments of calm. In one such moment, we caught a rare glimpse of Max Verstappen himself, returning to the Red Bull Racing lounge after a practice session.
The tour continued with a Pit Lane Walk, bringing us closer to the engine of the race. Here, we discovered the Oracle Red Bull Racing team’s garage up close, where engineers meticulously prepared the actual racing cars of Verstappen and Tsunoda. We also glimpsed the Pit Stand where the team monitors their drivers in real time, and strolled alongside the circuit itself, marked with the numbers for each racer—a tangible reminder of the order, strategy, and split-second timing that governs every lap.
Returning to the LVMH Suite, we watched the Free Practice session in a new light. From this privileged vantage, the roar of engines and blur of motion brought Formula 1’s intensity into sharp focus. Every adjustment and movement revealed the high-stakes choreography behind each race: a precise balance of human skill and engineering excellence that defines the sport at every level.
As our journey came full circle, the experience revealed how deeply TAG Heuer’s philosophy resonates with the world of Formula 1. As Pin reflected, “For more than a century, TAG Heuer has been close to extraordinary performances, and we’ve learned that success begins in the mind. “Designed To Win” is a continuation of our previous slogan, “Don’t Crack Under Pressure.” Both are rooted in mental strength, the inner force that makes you stronger than your surroundings. That strength is already within you, immense yet often hidden. A TAG Heuer watch is a reminder to ignite it.”
