As Formula 1 celebrates its 75th anniversary, TAG Heuer is proud to unveil a new stunning campaign video, conceptualised and filmed in London, bringing its ‘WE ARE BACK’ statement to life across the city. True to the innovative and sporting spirit of the luxury Swiss watchmaker, the video showcases TAG Heuer’s cutting-edge projection mapping at Europe’s largest mural site, along with a special appearance from racing driver and broadcaster Naomi Schiff.Opening with an iconic view of the city, a sequence of quick cuts transports viewers through the humming city, with shots including out-of-home TAG Heuer displays and a newspaper held by Friend of the House Naomi Schiff, bearing the ‘WE ARE BACK’ headline. The video then sweeps through the city as the sun sets and culminates at East London’s Tabernacle Street, where a massive mural light up the sky. Inspired by the adrenaline of night racing, drone footage captures an awe-struck crowd as the interactive mural depicting a racetrack start line comes to life. With each sound of the city, the mural’s lights flicker, and in a split second, Formula 1 cars burst through the start line, their roaring engines filling the air. As the final F1 car races through the mural, the TAG Heuer and F1 logos blaze into view, with ‘WE ARE BACK’ shining triumphantly against the London night, signalling the return of this legendary partnership.
With a rich history in Formula 1, 2025 marks the revival of a special partnership that embodies a shared philosophy between the two iconic brands that goes beyond racing, through a dedication to precision engineering, cutting edge technology and avant-garde materials, accuracy and an unbreakable commitment to surpass one’s personal best. The new campaign video and use of an interactive mural, using leading mapping technology, reflects the cutting-edge nature of the brand and its commitment to luxury, innovation and performance.
Passersby at Tabernacle Street can experience the mural in person and, for those unable to visit, the video went live on the TAG Heuer instagram and TikTok accounts today. Capturing the excitement of London, the reveal takes place head of the F1 75 Live, Formula 1’s first ever season launch event at London’s O2.
Since its debut in 1986, the TAG Heuer Formula 1 timepiece has become a cultural icon, perfectly blending its motorsport heritage with cutting-edge design. Renowned for its revolutionary bold coloured cases, straps and dials; the collection has cemented TAG Heuer’s place in the world of high-performance watchmaking.
In her cameo appearance, Naomi Schiff sports the latest iteration of the Formula 1, which boldly combines a black dial with red lacquer accents and a red rubber strap. The new campaign video captures the spirit of this new collection, faithful to the concept of “Grand Prix by night” that shaped the design of the timepieces unveiled in January 2025.
