TAG Heuer managing director (Southeast Asia, Australia and South Korea) Brice Tchaplyguine (right) and The Exchange TRX general manager Trevor Hill. — Photos by FAIHAN GHANI/The Star
As Formula 1 celebrates its 75th anniversary, TAG Heuer has given motor racing fans even more reason to cheer!
The iconic Swiss watch brand has returned to the pinnacle of motor racing excellence as its Official Timekeeper.
This is because the brand − through its parent company LVMH − has sealed a 10-year deal at the start of this race season in March, cementing its place back at the heart of the sport for the foreseeable future!
Some of the watches on display.
Looking back, TAG Heuer’s F1 story actually began back in 1969 when it became the first-ever luxury brand to feature on a Formula 1 car.
Since then, it has teamed up with some of the sport’s biggest names such as Ferrari, McLaren and now − since becoming the team’s key sponsor in 2016 − the Oracle Red Bull Racing team.
Recently, towards the end of August, the watchmaker brought its celebratory bandwagon to Kuala Lumpur and took over the Central Exchange main foyer at The Exchange TRX to unleash the TAG Heuer Formula 1 Exhibition.
More TAG Heuer watches.
Impressing both motorsports and fine horology enthusiasts alike, it was a dynamic showcase of speed, history and a whole lot of adrenaline!
Visitors to the exhibition enjoyed a curated display of TAG Heuer Formula 1 watches.
It featured timepieces like the TAG Heuer Formula 1 Quartz Steel from 1986, all the way up to its latest Formula 1 Solargraph, under the brand’s new “Designed to Win” campaign.
1960s Heuer Master-Time (left) and Monte-Carlo stopwatches.
Launched at the Watches and Wonders showcase in April, the campaign took inspiration from legendary F1 driver Ayrton Senna’s famous quote: “I am not designed to come second or third. I am designed to win.”
The focus is on a mindset of resilience and the pursuit of victory.
(Right) Race paraphernalia are part of the display.
As such, the exclusive exhibition at TRX also featured plenty of rare racing memorabilia, interactive installations and various brand activities designed to bring the vibrance and excitement of the racetrack into the heart of Kuala Lumpur.
Visitors had the opportunity to view the racing gloves and shoes that were actually worn by current Oracle Red Bull Racing driver Max Vestappen, experience interactive multimedia stations showcasing interesting facts and historical moments related to the sport, and even take selfies with a full-scale Red Bull Racing Formula 1 car in the backdrop.
Politician Syed Saddiq Syed Abdul Rahman and singer Bella Astillah are spotted at the TAG Heuer F1 exhibition in Kuala Lumpur.
Rounding things off nicely at the exhibition was the chance to win some very exclusive prizes, including the grand prize of a life-changing experience of the Singapore Grand Prix firsthand – complete with race tickets, concert access, flights and luxurious accommodation – all on TAG Heuer’s tab throughout the race weekend there!
