TAG Heuer brings F1 thrill to KL with 'Designed to win'

TAG Heuer has unveiled its bold new global campaign, “Designed to Win,” at the Formula 1 exhibition in TRX Mall, Kuala Lumpur, running until 31 August 2025.

The campaign, which celebrates the brand’s six-decade legacy in motorsports, reflects TAG Heuer’s enduring spirit of competition, precision, and innovation. The immersive exhibition space brings to life the brand’s deep-rooted partnership with Formula 1, offering visitors an experience at the intersection of speed, performance, and design.

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At the heart of the exhibition is a genuine Formula 1 race car, a rare showcase that underscores the synergy between high-performance timekeeping and the adrenaline of racing. Visitors can also explore a curated collection of heritage pieces from the TAG Heuer Museum Collection, tracing the evolution of the brand’s design and technology over the decades.

Among the standout timepieces on display are the Heuer Master Time, also known as the Rallye Master from the 1960s, the Heuer Chronograph Autavia and Carrera models from 1969, and the first-ever TAG Heuer Formula 1, originally launched in 1986.

“This exhibition pays tribute to our rich heritage while making a bold statement about the future,” said Brice Tchaplyguine, managing director of TAG Heuer SEA, Korea, and the Pacific. “Kuala Lumpur, with its growing influence in luxury and motorsports culture, is the perfect backdrop to launch ‘Designed to Win’ and share our passion with fans across Malaysia and beyond.”

The Formula 1 exhibition offers something for every visitor, from seasoned collectors and motorsport enthusiasts to those exploring Swiss watchmaking for the first time. While the F1 race car takes center stage, the exhibition also guides visitors through TAG Heuer’s rich motorsports history with photo displays. Local celebrities, including Bella Astillah and minister Syed Saddiq, joined other content creators and models to experience the showcase.

Inspired by the F1 movie starring Brad Pitt earlier this year, the exhibition also features a Batak reaction-time machine, used by F1 athletes, as well as an interactive Formula 1 listening station, giving visitors hands-on experiences alongside the visual displays.

TAG Heuer has been a key player in Formula 1 and motorsports since 1969, starting as the first luxury brand logo on an F1 car and sponsoring Ferrari in 1971. After TAG acquired Heuer in 1985, it backed TAG-Porsche engines for McLaren and later became the Official Timekeeper of F1 from 1992 to 2003. Its motorsports legacy continues today through the TAG Heuer Formula 1 watch collection and recent partnerships, including a return as Official Timekeeper in 2025, cementing the brand’s reputation for precision, performance, and racing-inspired design.

Brands worldwide are tapping into the F1 hype this year, and Sting Energy is taking a different approach by turning the roar of an F1 engine into a cultural calling card. PepsiCo’s “Sound of Sting” campaign is a sonic-led activation designed to spark curiosity, community, and conversation around the world’s fastest sport. Launching as Formula 1 dominates headlines, the campaign uses Sting’s signature “stinggg” sound across reels, influencer content, and unexpected touchpoints, inviting fans to spot it, tag it, and win.

Meanwhile, Barilla Pasta joined Formula 1 as an official partner in a multi-year deal, bringing its Italian pasta to fans both on and off the track. Visitors can enjoy dishes at the brand’s pasta bars around the paddock and in the Formula 1 Paddock Club, while trackside signage, digital activations, and global consumer promotions will showcase Barilla to millions of spectators. The partnership aims to unite fans through a shared love of sport and the tradition of enjoying a meal together.

And Marriott Bonvoy has partnered with the Mercedes-AMG PETRONAS F1 Team for a social-first series, “The Secret Concierge,” starring British comedian Jack Whitehall. Created by OH SIX Agency and 160over90, the series follows Whitehall as an unconventional concierge crafting bespoke experiences for drivers George Russell and Kimi Antonelli, with each episode exploring the culture of F1 host cities through the lens of high-performance travel and Marriott’s signature hospitality.

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