It is incredible how quickly Formula 1 weekends have become events of almost equal significance for the luxury watch community as any of the Major golf tournaments.
After years of underwhelming performance on the track, TAG Heuer’s alignment with Oracle Red Bull Racing suddenly burst into life when Max Verstappen won his first World Championship in 2021 and has dominated the sport ever since.
Then TAG Heuer’s owner LVMH signed a global partnership deal with Formula 1 last year, and the watchmaker became its official timekeeper.
This has made this year’s Formula 1 season a showcase for TAG Heuer’s heritage and watchmaking expertise in precision timekeeping, particularly in the motor racing world.
Last weekend’s Miami Grand Prix was less a showcase of horological expertise and more an opportunity to rub shoulders with the rich and, ideally, famous at one of the most glamorous stops on the F1 calendar.
It was a change in direction from last year, when TAG Heuer’s activities were all wrapped around race cars and the Red Bull team for the launch of the Formula 1 Kith watch.
Now the emphasis is on having as many stars seen at TAG Heuer-branded events as possible.
Many of these celebrities could, conveniently, be relied upon to appear at several events hosted by LVMH-owned brands over the F1 weekend, delivering more bang for the influencer marketing department budget.
Those at the activities were pictured among immersive experiences highlighting the intersecting worlds of motorsport and luxury horology including a pop-up at TAG Heuer’s boutique in the Aventura mall to the north of Miami, which had a Red Bull Racing Show Car outside the store to pull in the crowds.
Next it was south to Miami Design District for an open air party in its central court where Miami Heat Forward Jaime Jaquez Jr., New York Jets Quarterback Tyrod Taylor, and professional Golfer Paris Hilinski officially kicked off the race weekend.
The evening of the qualifiers on Saturday was spent at The Deck at Island Gardens where DJ Orange Calderon was on the decks.
Guests included Miami Dolphins Cornerback Jalen Ramsey, New York Jets Quarterback Tyrod Taylor, Professional Golfer Paris Hilinski, NASCAR Driver Toni Breidinger, Brazilian personality Anttónia, NBA trainer and entrepreneur Chris Brickley, model and LGBTQIA+ advocate Jordan Rand, Paralympic athlete Nick Mayhugh, actor Carlacia Grant, photographers Flo Ngala and RIOCAM, musicians K Camp and Caleb Calloway.
In case any of these celebrities missed the actual race, the Miami Grand Prix was won by McLaren’s c with team mate Land Norris in second. TAG Heuer ambassador Max Verstappen was third.
