TAG Heuer’s role in motorsport goes beyond celebrating its connection to racing, says the brand’s CEO, Antoine Pin
This year marks a milestone for TAG Heuer as it is appointed the official timekeeper for Formula One—its second tenure, the first being in 1992. The new partnership will span a decade, but it is more than a ceremonial title. Under CEO Antoine Pin’s leadership, the move signals a strategic shift. “We’re not merely reaffirming our connection to motorsport,” says Pin. “We’re redefining it. Our role is to witness and elevate the extraordinary achievements of athletes who push beyond their limits.”
Pin reflects on racing history, recalling moments such as Ayrton Senna’s resilience in rain-soaked conditions and Max Verstappen’s relentless determination in a less-than- optimal car. “That spirit, that inner strength, is what we aim to express through our watches. When Verstappen refuses to crack under pressure, he embodies the very essence of what we stand for.” The brand’s Don’t Crack Under Pressure tagline encapsulates values of determination, courage, and the relentless pursuit of excellence—hallmarks of both its watchmaking and sporting heritage.
For TAG Heuer, timekeeping in F1 is not just about precision; it’s about witnessing human resilience. “It’s like my grandfather’s favourite armchair. F1 is TAG Heuer’s seat of choice,” Pin adds with a smile. “We are here not only to support these champions, but to reflect their spirit: courage, focus, and the will to excel. These are the traits we want our watches to embody.”
Revisiting the past
At Watches & Wonders Geneva, TAG Heuer unveiled two new collections linked to F1: the Solargraph TH50-00 and Carrera Day-Date. The Solargraph TH50-00 reimagines a beloved 1980s icon, featuring a refined 38mm case, sandblasted steel with DLC treatment, improved ergonomics, and vibrant new colours.
Asked about the inspiration, Pin shares a sentiment from Cyrille Vigneron, chairman, culture and philanthropy at Cartier: “We don’t always need to challenge the past. We can look at outstanding designs, modernise them, and incorporate new technology.”
That is exactly what TAG Heuer has done. A mainstay since 1986, the Solargraph collection now combines bold colourways and playful energy with technical upgrades, earning accolades from collectors and journalists alike.
The new F1 collection introduces a 38mm solar-powered chronograph with TAG Heuer’s proprietary solar quartz calibre. Its battery lasts up to 15 years with no need for replacement or maintenance. “It’s exceptional—reducing waste and aligning with our environmental commitments,” Pin notes. It’s one of the quartz industry’s most significant advancements in recent decades and Pin is proud to see it paired with a design that celebrates the thrill of racing.
He notes that the redesign reflects how far the brand has come. “Forty years ago, TAG Heuer had no in-house manufacturing. It was an assembly workshop, a marketing statement, and outsourced production. Now, we can fully leverage our expertise. That’s why we’re introducing new treatments, new dimensions, and new designs.”
The Carrera’s history dates back to the early 1960s, when founder Jack Heuer created a chronograph inspired by the daring spirit of the Carrera Panamericana road race. Launched in 1963, it became a symbol of racing’s golden era with its streamlined aesthetics and functional design.
The new Carrera Day-Date introduces an in-house movement and retains strong links to motorsport. “We’ve embedded laurel wreaths, the F1 symbol of victory, on each case as a tribute to our roots and the triumphs of our champions,” says Pin. “Jack Heuer designed this watch as a lucky charm for winners; it remains a symbol of perseverance and hope.”
The new models also feature a thinner case for improved comfort and style, and come with a five-year warranty. “The more we look ahead, the more deeply we draw inspiration from the past,” Pin remarks.
The refreshed Carrera Day-Date collection includes six distinctive models, each with unique dials, materials, and straps—offering a piece for every occasion and personal style.
The rise of a CEO
Pin’s philosophy is rooted in humility and reverence for tradition—values that guide his approach to watchmaking. Reflecting on his time at Bvlgari, where he helped launch the Finissimo, he notes that true innovation often comes from respecting legacy. “I didn’t create the Finissimo; I continued its legacy. It’s about being part of a chain, building on the work of those before us.”
Pin began his career at TAG Heuer in 1994 as a junior sales manager for DFS and the Middle East, later becoming product manager. After various roles, he joined Bvlgari in 2014 to lead operations in Greater China and Australia, then served as executive vice president at Berluti before returning to Bvlgari in 2019 head its watch division.
For Pin, lasting success comes from honouring a brand’s heritage while evolving in step with modern expectations. “People value continuity, brands that remain true to their DNA,” he says.
He likens Jack Heuer’s enduring style to that of designer Issey Miyake, who is famed for his timeless pleats. “True success,” Pin concludes, “lies in acknowledging your roots while pushing boundaries with integrity and vision.”
This story first appeared in the August 2025 issue. Purchase it as a print or digital copy, or consider subscribing to us here
