In 1990, Ayrton Senna said: “I’m not designed to come second or third. I’m designed to win.” Three words that distill everything TAG Heuer has stood for since 1860. At Watches and Wonders 2025, we made those words the brand’s new heartbeat.
Unveiled alongside TAG Heuer’s return as Official Timekeeper of Formula 1, “Designed to Win” is a campaign built around the psychology of high performance: those who refuse to accept compromise, who transform every second into opportunity. Made in stark black and white, the campaign brings together Ryan Gosling, who also narrates the film, Olympic champion Sydney McLaughlin-Levrone, swimmer Summer McIntosh, golfer Tommy Fleetwood, Max Verstappen and Ayrton Senna himself.
TAG Heuer’s new CEO Antoine Pin framed the broader ambition: “We are in a world where there is a lot of dilution of brand messages. It was about returning to the essence of who we are.”
The campaign’s early results confirmed the clarity was working: since January 2025, TAG Heuer moved from seventh to first place on Instagram, ahead of Rolex, and store traffic has seen double-digit growth.
No.1 on Instagram ahead of Rolex since campaign launch.
Double-digit growth in store traffic.
TAG Heuer returned as Official Timekeeper of Formula 1 for the first time in years.
