Last year, LVMH made headlines by signing a global luxury partnership with F1. TAG Heuer, the watch brand within the group that has built the closest relationship with F1, quickly announced the new "Formula 1 Chronograph" at the start of this year. What is this latest model that has been reborn to reflect the spirit of motorsport?
2025 marks the 75th anniversary of the founding of F1 and the 40th anniversary of TAG Heuer's association with F1. Scheduled for release in time for the start of the F1 season, this model is all new, featuring a titanium case reminiscent of the shape of a racing car, a seamless rubber strap, and all models equipped with the automatic movement Cal. 16. 28,800 vibrations per hour. Power reserve approximately 42 hours. Ti case (diameter 44mm, thickness 14.1mm). Water resistant to 100m. Estimated price 704,000 yen (tax included).
Photographs by Ryotaro Horiuchi, Keita Takahashi
Shigeru Sugawara: Interview and writing
Text by Shigeru Sugawara
Edited by Yuto Hosoda (Chronos-Japan)
[Article published in the July 2025 issue of Kronos Japan]
Lighter and sportier
Antoine Pin, who became CEO of TAG Heuer last September, began his remarks about TAG Heuer's new developments by saying, "The HOW will change, but the WHAT will remain the same." He meant that even if the way of expression changes, the brand's identity will remain the same. These words are especially applicable to the new TAG Heuer Formula 1 Chronograph.
A graduate of HEC Paris, France, he began his career at TAG Heuer in 1994. In 2002, he joined Zenith, part of the LVMH Group. He subsequently served as general manager of TAG Heuer Japan and managing director of the Bvlgari Group watch division before becoming CEO of TAG Heuer in September 2012.
"40 years ago, in 1985, Tag Heuer became a sponsor of the McLaren Racing Team, and the following year they launched their first Formula 1 watch. It was groundbreaking to make F1, the top car racing series, available in the form of a watch. It was also a huge success in Japan."
The original Formula 1, with its steel case, plastic bezel and rubber strap, was an extremely innovative sports watch at the time and became a worldwide hit.
"We still have a strong connection to the world of F1. TAG Heuer also has a history of making a variety of chronographs. The concept of the latest model is a more modern chronograph that is closer to the image of the car. The design reflects the characteristics of the car, and has evolved down to the smallest detail."
This time, it's almost like a complete redesign of a car. Specifically, it features a completely new design case and pushers made of titanium, a rubber strap that is integrated into the case shape, and an automatic chronograph movement. The body and engine are so different from previous models in the collection that they can be considered completely different. And it's more stylish than ever before.
He adds that another key point about the latest model is its price, which is in the 70 to 80 yen range.
"The trend towards increasingly expensive watches these days is crazy. The new Formula 1 Chronograph offers excellent value for money. Quality is the most important thing. The price must be a fair assessment of the quality and innovation."
When asked who his target audience is, Pan quickly replied, "Profiling in marketing is an old-fashioned method." He then clarified his vision, saying, "Our target audience is people who share our values, regardless of age or gender, and who want to improve themselves."
If this watch can bring out a special capacity that exceeds your own, it would be well worth getting one.
