Antoine Pin is exactly where he should be, after a two-decade-long peripatetic sojourn that had him working at numerous brands. He began his career at TAG Heuer, then moved on to the jeweler Boucheron, Zenith during the Thierry Nataf era, Berluti and Bvlgari — until he was, at long last, reunited with his first love, TAG Heuer. His passion for TAG Heuer in this moment of reunion is intense — on a scale worthy of Gabriel García Márquez’s Love in the Time of Cholera, or an Orpheus and Eurydice epic. And even better, he knows exactly how to channel it, with neither a shadow of indecision nor an iota of doubt, transforming the emotion into a bold and inspiring vision for the future of TAG Heuer.

At the season-opening Formula 1 Australian Grand Prix, where TAG Heuer branding is prominent, with Caliber 11 clocks omnipresent and the iconic TAG Heuer Formula 1 clock marking the finish line, he tells me: “Let me give you an example. Do you remember the São Paulo race last year when it started to rain like crazy?

Red Bull’s Max Verstappen celebrates winning the 2024 Sao Paulo Grand Prix. Image: REUTERS/Carla Carniel

“This was a race where Max Verstappen [of Oracle Red Bull Racing, TAG Heuer’s longstanding partner] was in danger of losing the Drivers’ Championship. It was clear that Lando Norris had the faster car. For the first time, Max had to rely entirely on his skill and his relentlessness. Then the rain got even worse. And many drivers on the track lifted their foot. Norris even chose to box, which ultimately put him out of the running for the Drivers’ Championship. But Max Verstappen actually put his foot down.

“This moment not only won him the championship, but it also gained him legions of new fans — because he showed that when it really counted, his desire to be truly great, to win at all costs, was far greater than his fear of failure. That is TAG Heuer. That is ‘Don’t Crack Under Pressure.’ That is ‘Built to Win.’” To both me and Antoine Pin, Verstappen’s victory in São Paulo also carries another profound significance. 

Antoine Pin, CEO of TAG Heuer

Gone is the decade of “Mr. Nice Athlete,” a PR construct to demonstrate how kind and falsely humble you are. Gone is the era where you question the ethics of winning at the cost of someone else’s feelings, just to hold hands and sing kumbaya. Seriously, f**k that. Because the world wants and needs heroes again — heroes that are cut from the same mythological archetype as Jason and the Argonauts as well as Odysseus, heroes of conquering fear and triumphing over insurmountable odds. We need to believe in human greatness again. We need individuals who can channel the spirit of the 300 Spartans at the hot gates of Thermopylae, standing up against two million Persians. When told to throw down their arms or be vanquished by the great King Xerxes I, they famously responded with “Molon labe,” meaning “Bring it on.” 

How TAG Heuer captures moments of victory

In Formula 1 racing, where the stakes are at their highest, the pressure unrelenting and glory on the podium hard-won, TAG Heuer’s role as Official Timekeeper — a position it is returning to since its previous stint from 1992 to 2003 — is all the more meaningful, as the brand records the otherwise fleeting moments of victory against the odds and preserves them for future generations. Says Antoine Pin, “Our status as the Official Timekeeper of F1 and everything related to this will now inform everything we do at every price category of watches — from our new solar-powered Formula 1 to our white ceramic Monaco Split Seconds Chronograph.”

TAG Heuer Formula 1 Date (Image: Revolution ©)

According to Pin, this means that watches from the accessible retro-themed Formula 1 all the way to the most complicated watches will be connected by one salient red line. He asserts, “That is, our status as the ultimate precision timekeeper, for the individuals who are determined to win no matter what. Like Max Verstappen, or any individual that chooses to put our watch on their wrist.”

When asked what the unique allure of TAG Heuer is, Pin replies, “I am always interested to understand why people feel intuitively drawn to a brand. Why, in this landscape of hundreds of Swiss watch brands, someone will say, ‘TAG Heuer is the one for me.’ In luxury, there always has to be this little bit of magic. If there is no magic and there is nothing beyond an object, even a beautifully made watch with a lot of integrity will feel cold and distant. This is especially true in a time when no one really needs a watch. They are only buying it for the emotion it gives, for the way it makes them feel. So, we had to ask ourselves, with TAG Heuer, what is the magic?”

TAG Heuer’s 2025 campaign, titled “Designed to Win,” aligns with the brand’s 165th anniversary and its role as the Official Timekeeper for Formula 1

He continues, “I think what the teams at TAG Heuer have realized, since years ago when they created the campaign ‘Don’t Crack Under Pressure,’ followed by ‘Success. It’s a Mind Game,’ is that we need to speak to people about the inner strength that is inside all of us. [The strength] that makes you do things that even you were not conscious you could achieve. TAG Heuer is about surpassing your own strength and transcending your own expectations. It is about overcoming your fears and going beyond, like that moment in São Paulo when it started to rain and the drivers got scared. Many of them lifted off the gas. But Max Verstappen put his foot down, and in that moment he won the Drivers’ Championship. TAG Heuer tells you, I’m with you. I’m beside you and on your wrist in this struggle for greatness and in these moments of rage [to succeed]. I am the witness to you becoming the greatest version of yourself. I am the witness to the moment where you surpass yourself. This is what TAG Heuer is all about — these moments of revelation, the moments of kairos, of victory in the Coliseum that we as human beings are all capable of.”

TAG Heuer Carrera Chronograph Tourbillon Extreme Sport IX Senna is a tribute to the racing legend

Heuer Mikrograph, 1/100th of a second precision

When asked how TAG Heuer has expressed this idea of being the witness to victory, Pin replies, “We’ve expressed this throughout history with our timepieces. The Mikrograph, developed by Charles-Auguste Heuer and unveiled in 1916, which was capable of measuring 1/100th of a second, was a pure expression of this. Because it was able to record the fraction that represented the difference between the first and second place, or victory and defeat. We have been, for more than 100 years, the key witness to these exceptional moments of performance.”

The emotional power of Formula 1 and TAG Heuer’s role in it

It stands to reason that the chronograph capable of recording time will be the focus of much of Pin and TAG Heuer’s attention in the future. He explains, “Chronographs are the essence of what we do. In the mid 1950s, we were not making a lot of traditional watches but focusing on chronographs. [Our iconic lines] the Autavia, Carrera, Monaco — these were all born as chronographs.

TAG Heuer Monaco Split-Seconds Chronograph was the first rattrapante wristwatch by the brand in 2024

“In recent memory, we have the Microsplit, Microtimer and the Mikrogirder; all of these pursue accuracy by measuring intervals of time. Measuring is what we do. But it’s not just an empirical act — it is an emotional one. It is how our watches connect to the values of inner strength and performance. It is through our measurement of time that these human qualities are revealed in competition. Moving forward, this belief will define everything we do. That is why we have strengthened our commitment to Formula 1, which is the biggest landscape for the combination of performance and emotion.”

Partnership with F1, which has become immensely popular in recent years, now gives TAG Heuer a unique and powerful platform from which to broadcast its message. Says Pin, “The TV series Drive to Survive has really grown the sport of F1 for that precise reason. It shows that underlying all the technology is incredible human emotion and that is the world we are part of. There is anger, rivalry, camaraderie and, of course, love. F1 has become one of the biggest amplifiers of these emotions. I feel we fit perfectly into this. We are about chronographs, we are about passion, we are about competition, but also friendship and community.”

In the past, TAG Heuer truly amazed us with groundbreaking technical achievements. When asked if he intends to bring this dimension of the brand back, Pin says, “The advancing of technology is very much in our DNA as well. Don’t forget that TAG means ‘Techniques d’Avant Garde.’ And that was what Jack Heuer was always working on. He was always about pushing the limits. In recent years, one of the examples of this was the creation of the very first carbon fiber hairspring, which we were not able to use across a wider range of watches at the time. But the more we study and perfect it, the more it becomes potentially feasible. The performance represented by this technology is real. I love the quote, ‘I’ve succeeded but I had to succeed on the 40,000th try. I first had to fail 39,999 times.’”

He continues, “At the core of Swiss watchmaking is the idea of resilience and overcoming challenges. That is the essence of research and development. You need to enter territories that you don’t know and it is a steep learning curve. You either accept this or you stay in your comfort zone and never move. Our teams tried super hard with the carbon hairspring. We couldn’t industrialize it for a long time, but we never gave up — because we had the mentality that every obstacle was an opportunity to learn. I believe we will see the fruit of all these lessons in the future.”

How TAG Heuer channels the spirit of heroism in motorsports

In Pin’s arsenal is the technical genius named Carole Forestier-Kasapi. When asked how he intends to wield this not-so-secret weapon by activating her extraordinary creativity, Pin replies, “High watchmaking is definitely part of Techniques d’Avant Garde. It is not high watchmaking in the classic sense in that we are not trying to remake complications from the past.

Carole Forestier-Kasapi, Movements Director at TAG Heuer

TAG Heuer Monaco Split-Seconds Chronograph F1 in white ceramic

“Instead, it is always about pushing technology to the next level, always in the pursuit of measuring time or performance. But in order to do that, you definitely have to master traditional high watchmaking first. This is where Carole Forestier-Kasapi comes in. She is really someone extraordinary in that she is the master of traditional watchmaking, but what inspires and motivates her is writing the next chapter in performance. Don’t forget that when Breguet invented the tourbillon, he was really trying to push the boundaries of performance. There is a motivation that has always existed amongst the best watchmakers. Check out the white ceramic Monaco Split Seconds Chronograph that we created this year. This watch is a true performance machine with a vertical clutch, a 5Hz speed and a split seconds function, combined with automatic winding. I love this watch, but it is just the first step.”

With Max Verstappen’s immense popularity, it seems that Pin could have a tremendous champion for the type of watchmaking he and Forestier-Kasapi are focused on. When asked if he might create a Verstappen special edition with input from the four-time F1 champion, he is discreet in his reply: “We will go step by step with Max. I think of the trilogy of drivers who have been associated with TAG Heuer — Ayrton Senna, Lewis Hamilton and Max Verstappen.

Max Verstappen

A special, unique TAG Heuer Monaco Split-Seconds Chronograph for Verstappen

“All of these guys have one thing in common, which is that they are exceptional in the rain. They reveal themselves in these [challenging] moments. Their minds can be so focused. It is a level of concentration that 99.9 percent of the population cannot reach. They exercise this during those extreme conditions. Again, they are pushing themselves to the limit. Their desire and concentration surpass their fear and this is what is so extraordinary about them. It is what we love about F1. The first great wave of F1 drivers came back from World War II and they drove their cars to the limits, because they had been living on the edge in their years during the war. The audience saw in them a fearless intensity. Today, there are not as many individuals like this. But Max is certainly one of them. [His determination to succeed] truly reminds us of the incredible stakes at risk in this sport. It also connects us to all the legends and myths that are embedded in human history, like Odysseus risking everything to make it back home. The sense of heroism is encoded in us human beings, and we seek the fulfillment of it through sports.”

Finally, on the sense of fulfillment he derives from his position in the driver’s seat at TAG Heuer, Pin replies, “It’s an unbelievable privilege to be here. When I first worked at TAG Heuer, we had an exceptional CEO, Christian Viros.

Christian Viros, CEO of Tag Heuer on October 20, 1999 in Paris, France (Photo by GARFIELD/Gamma-Rapho via Getty Images)

(From left): Stefano Domenicali, President and CEO of Formula 1, Greg Maffei, President and CEO of Liberty Media, Bernard Arnault, Chairman and CEO of LVMH Group, and Frédéric Arnault, former CEO of LVMH Watches, at the global partnership agreement between LVMH and Formula 1

“I looked up with him with so much admiration. To think I am now in the shoes of my predecessors, including Jean-Christophe Babin, it is very humbling. When I reflect on how I ended up in TAG Heuer, it was really about pushing myself outside of my comfort zone. I was living a comfortable life in Paris, but I wanted to explore beyond this. The journey has been incredible. Nothing comes naturally; there are lots of chapters, many highs and lows, many tough times that taught me so much, and I think all of these prepared me for where I am now. Being able to come full circle [in my career] gives me immense satisfaction. I mentioned Christian Viros and Jean-Christophe Babin, as they brought the brand to the summit. For me, it is the very beginning. But I must also give my respect and thanks to Frédéric Arnault, as he was key to the decision of taking back Formula 1. I feel that I need to continue the trajectory defined by each of these people, and I just want to be worthy of the role.”