The relationship has been long and fruitful

TAG Heuer has been locked into any number of sports and sporting events over its 150 years of active life, but motor racing is first among equals on that score and it is the Formula 1 world championship with which it is most closely identified. Some would say it has also had the greatest impact on the brand identity, an argument buttressed by the launch of a dedicated line of TAG Heuer F1 watches.
The relationship has been long and fruitful. TAG auto racing brand ambassadors have included champions from Fangio to Lauda to Senna. It had a 25-year marriage with leading scuderia McLaren. And it's still wedded to the circuit and the stable via brand endorsement deals with lead drivers Lewis Hamilton and Jenson Button, who won the world championship in 2008 and 2009 respectively.
Today it is still comfortably walking that same line between celebrating Formula 1 and profiting from it. Its current collection is undeniably sporty in a youthful way, featuring high colour contrast between dial and bezel, racy lines and blocky hands. The TAG Heuer F1 orange chronograph co-designed by two-time champ and current championship leader Fernando Alonso, with its bright orange dial and outsize bezel is typical.