TAG Heuer wanted to own a lifestyle positioning. We leveraged car culture to make it happen.

Cars and bikes are more than functional objects — they are cultural icons that people recognize and attach values to. That insight became the foundation of our approach.

We built a lifestyle language for TAG Heuer: a place, a character, and a car — combined to create a unique, expansive, and meaningful universe for each timepiece.

By tapping into car culture, we created a language that delivers a consistent vision and offers a powerful way to express TAG Heuer’s heritage — a lifestyle beyond performance and style.