In brief
- TAG Heuer's 1,000 sq m booth at luxury's biggest fair, built around Formula 1
- A Red Bull-liveried racing simulator with a live leaderboard at its centre
- 55,000 fair visitors over the week
TAG Heuer returned as Official Timekeeper of Formula 1 in 2025 and built its entire Watches and Wonders booth around it - Verstappen's 2025 car facing Senna's MP4/4, under the line 'Designed to Win'.
At the centre of luxury's biggest stage: a Red Bull-liveried half-car racing simulator with a custom live leaderboard, putting fair visitors in the cockpit between the watches.
Fifty-five thousand people passed through the fair that week. The simulator queue never really went down.
On the record: TAG Heuer Magazine · Watches and Wonders · South China Morning Post
55,000
Fair visitors
1,000 m2
Booth
