Formula 1 fans from across the world are descending on London this week for F1 75 Live, a celebration of the world’s apex motor racing championship that takes place at the 02 Arena tomorrow (Tuesday).
The show, which is hosted by comedian and Jumanji actor Jack Whitehall, will put fans in the same auditorium as all 10 Formula 1 teams and 20 drivers, with an injection of showbusiness thanks to performances from US country sensation Kane Brown, award-winning multi-platinum recording artist MGK (formerly Machine Gun Kelly) and the legendary British man band Take That.
TAG Heuer is taking the opportunity to remind punters that it has taken over from Rolex as global timekeeping partner for Formula 1 as part of a ten-year Global Partnership agreement signed by its parent company LVMH.
At the centre of the TAG Heuer activation is a campaign video filmed in London that celebrates the 75th anniversary of Formula 1 and focuses attention on its key message: “We are Back” as a reminder that the watchmaker has been associated with the sport long before Rolex’s recent dominance.
The film features iconic views of the city with brand ambassador Naomi Schiff popping up in various locations to hammer home the We are Back message.
It can be seen live at Tabernacle Street, home to one of the capital’s largest outdoor advertising screens, although more people will see it on TAG Heuer’s Instagram.
Ms Schiff is seen wearing the latest automatic version of TAG Heuer’s Formula 1 watch, which has a black dial with red lacquer accents and a red rubber strap.