Antoine Pin was appointed CEO of TAG Heuer in 2024, returning after 30 years to his first career home, as he began his career in 1994 at TAG Heuer as Junior Sales Manager for DFS and Middle-East. We quiz him on his plans for the brand and what the F1 partnership means to the marque
Congratulations on your new position as CEO of TAG Heuer. Will there be any changes to the brand in the future?
First of all, I am very happy to be back at TAG Heuer. I’ve experienced the brand several years ago, and I find the same level of excitement and energy from the people is still here. It’s a brand with an incredibly strong identity, and I’m excited to work with the teams to refine and crystallise our vision for the future.
TAG Heuer is a paradox – engineering and precision combined with deep emotion and passion. This duality is what makes the brand unique, and it will be at the heart of our new campaign, set to debut at Watches & Wonders. F1 is an example of this; behind these amazing machines, there is a lot of emotions and human parameters.
TAG Heuer is once again the Official Timekeeper of Formula 1. How important is that to the brand?
TAG Heuer was the original Formula 1 timekeeper, and we are coming back to our roots – it’s about reclaiming our rightful place in a sport that has been part of our DNA for 60 years. Formula 1 is where we belong. This partnership is not just about technology; it’s about emotion. We want to highlight the emotional side of this sport – something that has been showcased in the Netflix series “Drive to Survive”.
TAG Heuer just released the Formula 1 Chronograph collection. How important is this collection to the brand?
The Formula 1 collection has always been fundamental to TAG Heuer. Historically, it was the first collection launched under the “TAG Heuer” name in 1986, following the acquisition of Heuer by Techniques d’Avant-Garde. Both companies shared the same philosophy. This collection was a huge success, revolutionary for its time, with its very bright colours, fun, and design. Through its names, it is of course aligned with the sport of Formula 1 and there could not be a better time for us to focus heavily on it than this year.
Will there be different iterations of the collection in the future, such as new complications?
We always aim to push the boundaries while remaining true to our DNA. Our approach is to evolve our collections organically, integrating new materials, technical advancements, and aesthetic updates that resonate with our customers. The TAG Heuer Carrera collection, in particular, serves as a platform for innovation, allowing us to explore new designs and technologies. Expect exciting developments in the near future.
The TAG Heuer Carrera Chronosprint x Porsche Rallye features an innovative Chronosprint movement with a unique acceleration effect. How was this achieved?
This was made possible through the use of specially designed snail-shaped teeth on the gear wheels, controlling the acceleration and deceleration of the seconds hand. This innovation allows us to replicate the exhilarating sensation of a Porsche’s rapid acceleration while maintaining perfect chronometric precision.
TAG Heuer just released the Carrera Chronograph and Tourbillon with a purple dial; why purple?
We previously launched the Monaco with a purple dial – a bold and modern reinterpretation of an icon. It was an immense success, so we decided to revisit this striking colour in another legendary timepiece, the TAG Heuer Carrera. The purple dial brings a fresh, dynamic energy to the collection, demonstrating TAG Heuer’s ability to blend heritage with contemporary aesthetics.
