TAG Heuer. This was the booth I was most excited to see, especially after the announcement that they would once again become official partners of Formula One. In my article on this fantastic comeback, I even mentioned the idea of a F1 simulator challenge. After all, as an avid racing fan, I would love to put my skills to the test. On Day 1, as everyone rushed into the fair to discover the latest pieces, my first objective was clear: head straight to TAG Heuer. As I walked through the alleyways and turned a corner, I saw not one but two racing cars at the IWC booth. Further along, Tudor had brought their Racing Bulls Formula One car too. I hadn’t even reached TAG Heuer yet… I knew I was in for the fair of a lifetime.
Designed to Win
Previously located at the other side of the show, TAG Heuer now stood front and center at the main intersection where both sides of the Palexpo Arena meet. Positioned just before giants like Rolex and Patek Philippe, TAG Heuer made an impression with a display featuring not just one but two legendary Formula One machines. The first, and most impressive, was the actual McLaren MP4/4 race car that Ayrton Senna drove at the 1988 Brazilian Grand Prix. That was the year Senna claimed his first World Championship. Estimated value? Fifteen million dollars. Beside it stood a replica of the 2025 Oracle Red Bull Racing RB21, the car in which Max Verstappen is currently fighting to stay in the championship race. These cars, so far apart in time yet so close in philosophy, stood united under a single bold message at the TAG Heuer booth: “Designed to Win.” Of course, such machines would not mean what they do without an intimate relationship with time. To celebrate this partnership, TAG Heuer introduced the Formula 1 Solargraph collection, blending 1980s design nostalgia with modern solar-powered technology in nine colorful variants. Timed with the brand's first year back as Formula 1’s official timekeeper, the watches feature updated cases, innovative materials, and limited-edition releases aligned with Grand Prix events around the world.
Hollywood in Geneva
On the IWC booth, all that was missing was the red carpet. IWC Schaffhausen has officially joined the fast lane of film, partnering with Apple Original Films for what’s shaping up to be the most thrilling Formula One feature to hit the big screen. In the film, IWC takes on a starring role as the official sponsor of APX GP, a fictional 11th team shaking up the grid. Their logo will blaze across front wings, halos, race suits, and even the team’s gloves and helmets. Timepieces from IWC’s iconic Pilot’s Watch collection will be spotted on the wrists of characters throughout the film. The rugged Big Pilot’s Watch 43 in stainless steel, the stealthy Chronograph 41 TOP GUN in black ceramic, and the stainless-steel Chronograph 41 all make cameos worthy of a standing ovation. The cherry on the cake? There were not one, but two Formula One cars on the IWC stand. Now, to be exact, these race cars used in the movie are actually Formula 2 cars designed to look like Formula One cars. One was in pristine condition, sitting next to the film car where you could observe all the camera gear and different equipment required for a box-office hit like this one. But the other was the one that caught my eye the most. In the corner of the booth were the remains of an actual crashed model from filming. It was surreal to see the car in different pieces, all damaged, and admire the intricate inner workings you usually never get to experience. For added drama, IWC even added some fake smoke coming out of the engine. Master class!
Living the Dream
All in all, not only were the collaborations between the motorsport and horological worlds fascinating, but the brands really went above and beyond to integrate animations at the show that truly immersed you at the heart of the action. Take Tudor, for example, which hosted a pit stop challenge. On a model of a Formula One car, I had the opportunity to use a wheel gun for the first time to unscrew and screw back the wheel. I can tell you, seeing it on TV does not do this justice, and my 7-second time was very far from competitive… I had greater success at my favorite activity of them all, the TAG Heuer Formula One Simulator challenge. It was simple. You had two laps around the Monaco circuit, revered as one of the most challenging circuits because of its imposing walls and narrow turns, to set the fastest time. Much like high horology, the fastest way around the track is all about precision and the small details. Brake pressure, throttle input, and steering angle all have to be measured perfectly to achieve a fast time. The simulator was extremely impressive, molded like a real Formula One car to give the accurate representation of position and feel. It was like sitting in a bathtub, and it was awesome! I am proud to report that WorldTempus ended the fair in pole position, and I got to bring a beautiful TAG Heuer backpack home with me. Bring on next year.
