Where speed meets Swiss perfection
Whether you’re a seasoned collector, neophyte, or cognoscente of items that tick every second, indulging in a growing collection of watches isn’t just a hobby; it’s a way of life. With heritage pieces roaming around the Earth with distinctive silhouettes, faces and synergy, there’s nothing like stumbling upon watches that are embedded in legacy, intricate savoir-faire and affluent history. As expected, TAG Heuer is one of those brands that exude all these strong suits—relentlessly pursuing excellence in their horology. Always in pursuit of calibre and powerful collaboration, the Swiss watchmaker is constantly pushing their creative boundaries, especially with their partnership with Formula One racing.
Here’s all you need to know about the TAG Heuer Formula One exhibition:
Celebrating their longstanding relationship with Formula 1, TAG Heuer has unveiled its latest spectacle—an exhibition featuring their bold new campaign “Designed to Win”. It is a celebration of cutting-edge design, racing heritage and superb craftsmanship. At the heart of the exhibition is its tribute to the relentless competitive motorsport that has defined the watch brand for more than sixty years—showcasing its continued support for Formula One.
Beyond that, guests are also given the exclusive opportunity to experience an authentic Formula 1 racing car, featured throughout the exhibition’s run. This striking centrepiece represents the harmonious relationship between competitive racing and precision chronometry. But what makes it even more special are the displays of heritage pieces from TAG Heuer’s Museum collection—iconic pieces that represent the evolution of design and technology through the decades. From vintage classics to modern icons such as the Heuer Master Time, Heuer Chronograph Autavia and Carrera from 1969, each timepiece here tells a story of speed, precision and style. Even the first-ever 1986 TAG Heuer Formula 1 watch is present on set.
“This exhibition gives tribute to our rich heritage while being a bold statement about the future, “said Brice Tchaplyguine, Managing Director of TAG Heuer SEA, Korea and the Pacific. “Kuala Lumpur, with its growing influence in luxury and motorsports culture, is the perfect backdrop to launch ‘Designed to Win’ and share our passion with fans across Malaysia and beyond.”
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Welcoming devoted collectors and racing aficionados, and newcomers, the space is open to lose oneself in now until 31 August 2025—offering an extraordinary journey where high-octane excitement meets refined sophistication.
Date:
20 – 31 August 2025
Venue:
Central Exchange, The Exchange TRX.
Discover more about TAG Heuer here.
