TAG HEUER
FORMULA 1 PARTNERSHIP
2025
DEsigned to win
TAG Heuer has returned as Formula 1’s Official Timekeeper, marking not just a comeback, but a legendary homecoming after 60 years of timed precision. To celebrate this iconic reunion, we were brought in to craft the partnership’s visual language and art direction codes, capturing the raw adrenaline and relentless drive that fuel champions at every turn.
The racetrack — where every millisecond matters — served as our creative launchpad. We built a bold, racing-inspired visual system, from the high-contrast colour palette to a graphical grid pattern inspired by the starting grid. Additional track elements — like LED panels, curbs, and directional markings — were reimagined as components of a cohesive design language, each echoing the speed, precision, and intensity of Formula 1.
Instagram became the storytelling destination for the TAG Heuer x Formula 1 partnership — a space to retrace the brand’s deep-rooted heritage in the sport. Through highlights of legendary watches worn by iconic drivers, stylised driver ID cards, and showcases of historic F1 cars, social content brought the legacy to life for a new generation of fans.
The design codes were also carried through to merchandise and premium gifting, reinforcing the brand’s presence at watch fairs and Grands Prix. The TAG Heuer stand at Watches & Wonders 2025 also revealed architectural iterations of the established design codes, featuring the graphical grid pattern while iconising the TAG Heuer logo shield.
The identity even hit the track at full speed as we took on the design of the car livery and team tracksuit for TAG Heuer’s F1 Academy entry.
F1 Academy CGI by Culte Commun