TAG Heuer for the third consecutive year at Geneva International Motor Show

Following the great success of the 2016 exhibition and for the third consecutive year, TAG Heuer has organised a unique exhibition of exceptional cars at the Geneva International Motor Show held from 9th to 19th March 2017. I was invited last week by TAG Heuer to visit the stand and if you like me are a car lover 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 has created an exceptional 1000-m2 stand to illustrate this prestigious heritage and features 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 features 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. And there is also 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.