In conversation with Nicholas Biebuyck, Heritage Director at TAG Heuer

What’s the inspiration behind the watches and wonders launches?

For the new TAG Heuer Formula 1 collection we have presented at W&W, the inspiration was the original series launched in 1986. As the first models to wear the TAG Heuer name, it is an important part of our history, and has become a cultural icon. Encapsulating the zeitgeist of the late 1980s and early 1990s, the bright colours, distinctive design and innovative materials resonated with owners in period and collectors today. By taking the essence of what made the original watches so special, and using them as a basis to create a brand new, modern watch with it's perfect 38mm case size, incredible Solargraph movement and wonderful design at an amazing price point, it really is an incredible addition to our portfolio.

Have you got a favourite launch at watches and wonders 2025?

I am a fan of many of the colourways we have presented but it is perhaps the all red version that is my favourite, particularly due to the connection to the McLaren Formula 1 team for the original version in period. It has been said that the version was a specific request from Ron Dennis and can been seen on the wrist of many of the mechanics, including those who worked with Ayrton Senna.

For those who don’t know this history of TAG Heuer and the Formula 1® can you give an overview of the relationship and what it means to be sponsors of the Formula 1® again?

We are the watchmaking company with the strongest, most legitimate connection to Formula 1 dating back to close to the founding of the sport. In the 1960s, drivers could be seen wearing our watches, including Jochen Rindt and his Autavia. In 1969 we would becoming the first watchmaker with our logo on an F1 car, in 1971 we would become the first to partner with a team when we became a technical partner for Scuderia Ferrari. In 1986 we would have our logo appear on the McLaren F1 cars and from 1989 Ayrton Senna would wear our watches. 1992 would see us become the Official Timekeeper for Formula 1 for the first time, and in 2016 we would start out relationship with Oracle Red Bull Racing. During this time we have been a part of 15 World Drivers' Championships, 11 World Constructors' Championships, 239 wins, 613 podiums, 214 poles and accruing more than 9,000 points. For me, we are the watchmaker of Formula 1, connected to nearly every great driver and team that has existed in the sport.

TAG Heuer is a brand full of history, is there a moment that stands out to you as the Heritage Director?

I am incredible excited about what we have planned for the future and I feel that this year, and those to come, are the most exciting in the company history. With the Carrera glassbox we presented in 2023, the Monaco Rattrapante from 2024 and now the new TAG Heuer Formula 1 collection, many of the great stories that we are building on now were born out of Jack Heuer's visionary connection to motorsport and particularly Formula 1, so I also often reflect on the incredible work that was done in the 1960s and 1970s to create this foundation.

What can we expect to see from TAG Heuer in 2025?

Watches and Wonders is just the beginning of a number of other exciting stories we have for 2025, I am particularly excited about the watches we will presented during the Formula 1 TAG Heuer Grand Prix de Monaco where we are now title partner, and for some other stories we will share later in the year that will lay the groundwork for bigger topics we will present in 2026.