" Designed to win ", and historically " Don't crack under pressure " or " Swiss Avant-Garde Since 1860" , are not just slogans: they express the backbone of TAG Heuer's values.

The tone of our exclusive interview with Antoine Pin is set like the start of a race. It's 8 a.m. on a Parisian morning in June, between two Grands Prix, in the heart of the F1 season . Antoine welcomes us into the TAG Heuer offices, veritable cabinets of watchmaking curiosities—or rather, adrenaline. Opposite us, an original 1969 Monaco, a vintage TAG SEL, and Ayrton Senna's legendary helmet stand guard like silent totems of the company's legend. This is where Antoine Pin welcomes us. Born in Brittany and passionate about motorsports, " the roar of a V10 measures time better than a tuning fork ," he says. He will take over the reins of TAG Heuer in 2024, thirty years after making his debut there. A return as strategic as it is symbolic.