Designed to Win: The New TAG Heuer Philosophy

Antoine Pin’s leadership is the driving force behind TAG Heuer’s renewed trajectory as a symbol of precision, innovation, and competitive spirit in the luxury watch industry. In his role as CEO of TAG Heuer, the seasoned executive brings decades of experience within the luxury watch and jewelry industry and a deep personal connection to the brand he now leads.

 

During the opening of TAG Heuer’s new boutique in Hong Kong, we caught up with Antoine, who offered a window into the spirit of the storied watchmaker while eloquently articulating the relentless drive to innovate and inspire, deeply rooted in a rich history of technical innovation, sporting heritage, and the pursuit of excellence.

TAG Heuer’s story began in 1860 when Edouard Heuer, a young watchmaker in Saint-Imier, Switzerland, opened his workshop. Early on, Heuer patented groundbreaking inventions such as the crown-operated keyless winding system in 1869 and the oscillating pinion in 1887, a mechanism still fundamental to chronographs today. These innovations laid the technical foundation for the brand’s future mastery of precision timekeeping.

 

The brand’s pioneering spirit continued into the 20th century with the creation of the first dashboard chronograph, the “Time of Trip,” in 1911, designed for automobiles and aircraft. In 1916, Heuer introduced the Mikrograph, the first stopwatch accurate to 1/100 of a second, revolutionizing sports timing. These innovations cemented Heuer’s reputation as a leader in precision instruments for competitive sports.

 

TAG Heuer’s intimate connection to sport deepened with iconic models like the Autavia (1933), the Carrera (1963), and the Monaco (1969) – the latter famously worn by Steve McQueen. These watches were symbols of the daring and passion of motor racing and other elite competitions.

Antoine Pin’s choice to wear the Monaco Split Second during the interview was no accident. This watch, launched recently, epitomizes TAG Heuer’s heritage of chronograph innovation. As Pin explained, the split-second chronograph is the most complex form, essentially combining two chronographs in one. It stands as a testament to the brand’s ongoing commitment to pushing technical boundaries and expressing its identity through precision and innovation.

 

Pin emphasized that owning a TAG Heuer is about more than telling time, it is an emotional experience. He advised first-time buyers to “enjoy the moment” and to see their watch as a lifelong companion, akin to a piece of art that carries personal meaning and sentiment. This emotional connection is also at the heart of the brand’s philosophy.

Designed to Win: The Spirit of Competition and Self-Surpassing

The brand’s new tagline, “Designed to Win,” encapsulates TAG Heuer’s ethos perfectly. It comes from Ayrton Senna's famous words: “I am not designed to come second or third. I am designed to win.” Pin described it as a call to action, not merely a celebration of past achievements, but a constant challenge to surpass oneself. Whether one is an athlete, a watchmaker, or a businessperson, the message is universal: everyone has untapped potential to be better, stronger, and more audacious.

 

This philosophy echoes TAG Heuer’s historical trajectory, from Edouard Heuer’s early patents to Jack Heuer’s leadership starting in 1958, which ushered in legendary models like the Carrera and the first automatic chronographs in 1969. The brand has consistently combined technical innovation with a passion for sport, exemplified by its role as official timekeeper for prestigious events such as motor racing, the Olympic Games, and the Americas Cup.

Since the acquisition by TAG Group in 1985 and later by LVMH in 1999, TAG Heuer has balanced its heritage with modern innovation. The introduction of the TAG Heuer Formula 1 collection in 1986 and the development of in-house movements like the Caliber 1887 in 2010 demonstrate the brand’s commitment to evolving while respecting its roots.

 

Looking forward, Pin envisions the watch industry as a beacon of craftsmanship, creativity, and technical mastery. He warned that without continual innovation and inspiration, watches risk becoming mere time-telling devices like smartphones. TAG Heuer’s mission is to keep the spirit of watchmaking alive, inspiring new generations to dream and push their own limits.

 

Through Antoine Pin’s reflections, TAG Heuer emerges as a brand that embodies a century-and-a-half of innovation, sporting excellence, and emotional resonance. It is a company that not only measures time but also measures human potential, reminding us all that we are indeed “Designed To Win.”