87th Geneva International Motor Show87th Geneva International Motor Show
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16.02.2017 - News TAG Heuer has motor racing in its blood.

Following the success of the exhibition in 2016, and for the third consecutive year, TAG Heuer is organising a unique exhibition of exceptional cars as part of the Geneva International Motor Show, which will be held from 9th to 19th March 2017. This is the perfect opportunity to discover the Swiss watch brand's various partnerships in the automotive industry.

TAG Heuer's close ties with the world of motor racing really need no introduction... The brand has built, consolidated and driven this bond forward to an unprecedented level of performance, with the creation of chronographs which have pushed the boundaries of timing accuracy – 1/10th, 1/100th, 1/1000th and 5/10,000th of a second.

TAG Heuer will be creating an exceptional 1000-m2 stand to illustrate this prestigious heritage; it will feature four magnificent vehicles and a variety of events sure to delight the public, visitors and enthusiasts alike:

  • A Porsche 911R 

The famous carmaker has created a brand new design for this unique vehicle.

  • The "Red Bull Racing - TAG Heuer" 2017 Showcar

Red Bull Racing has amassed four Double World Champion titles (FIA Constructors and Drivers) in 2010, 2011, 2012 and 2013. However, it was Red Bull Racing's unorthodox approach to the sport which appealed to TAG Heuer, one which is perfectly in line with the Swiss watch brand's new marketing strategy.

  • The "Formula E" Showcar 

TAG Heuer has been the founding partner and Official Timekeeper of the FIA Formula E Championship — the first single-seater fully-electric Championship — since 2014.

  • Finally, a magnificent Audi R8 LMS 2015 No. 28, whose victories include the 24 Hours Nürburgring in 2015.

Throughout the show, the stand will feature five exclusive racing simulators, a photo booth, a bar open to the public, two VIP lounges, a large screen and a box with the new "Samsung Gear VR" presenting the various TAG Heuer worlds.

To complete the installation, there will be a brand-new pop-up store where visitors can enjoy the TAG Heuer boutique experience. This pop-up boutique will carry the new TAG Heuer watch collection available for purchase, including the recent re-issue of the legendary Monaco with its famous square blue dial featuring a left-hand crown. The original was worn by Steve McQueen during the filming of Le Mans in 1971.

A feast for the eyes, sure to appeal to lovers of elegant sports watches and fine automotive engineering alike!

It is worth recalling that TAG Heuer is also partnering the Red Bull Racing F1 Team, and is founding partner and Official Timekeeper of the FIA Formula E Championship; Tag Heuer is also Official Timekeeper of the legendary Carrera Panamericana and the Pikes Peak in the USA, the Automobile Club de Monaco (ACM) and the Monaco Grand Prix, the Indianapolis 500 (Indy 500), the FIA World Touring Car Championship (WTCC), endurance racing with the Dempsey Racing team, and motorcycle racing in the Endurance World Championship (FIM EWC).