The centrepiece of the space is a replica of Max Verstappen's Formula One race car (All photos: Tag Heuer)
It seems Tag Heuer has no intention of pumping the brakes on spotlighting its longtime connection to the world of motorsports. And why should it?
As a testament to the brand’s unwavering commitment to innovation and performance — something it shares deeply with Formula One — the bold and bright Designed to Win campaign pays homage to Tag Heuer's racing heritage, cutting-edge designs and relentless pursuit of excellence. The public exhibition is on show at The Exchange TRX, Kuala Lumpur, until Aug 31.
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Years spent crafting timepieces for tracking race times have culminated in some truly iconic pieces, including the Heuer Master Time from the 1960s. This blocky dashboard clock is one of the many heritage pieces in the Museum Collection, a dedicated area where vintage classics and modern masterpieces sit side by side.
Explore the evolution of TAG Heuer’s design and technology across the decades, from some of the first widely available automatic chronographs — including the 1969 Heuer Autavia and Carrera — to the brand’s earliest Formula One watch, launched in 1986, nearly 40 years ago.
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Further underscoring the maison’s synergy with the racing world is a replica Formula One car, showcased during the exhibition. Die-hard fans will instantly recognise the sleek machine as the Red Bull RB21 — the very car driven by Max Verstappen in 2025.
Brice Tchaplyguine, managing director of Tag Heuer Southeast Asia, Korea and the Pacific, says, “This exhibition gives tribute to our rich heritage while being a bold statement about the future. KL, 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.”
And share that passion it does — opening doors for seasoned collectors, motorsports lovers and watch aficionados to converge at this intersection of adrenaline and elegance.
