TAG Heuer welcomes a bold, adrenaline-fuelled pop-up at ION Orchard, running from 25 September to 6 October, timed alongside the Formula 1 Singapore Airlines Singapore Grand Prix taking place at Marina Bay circuit this week. More than a showcase, it is an immersive journey into motorsport culture, horological innovation, and the Maison’s enduring legacy of performance and precision.
An atmosphere designed to win
Inspired by the charged intensity of a Formula 1 paddock, the installation is built from industrial containers in a striking black-and-red palette. Inside, the drama unfolds: chequered flooring evokes the finish line, mesh panels heighten the sensation of speed, and at the heart of it all sits a full-scale Oracle Red Bull Racing showcar—an unapologetic tribute to TAG Heuer’s racing DNA.
“Singapore is known to be a hub for motorsport passion and horological appreciation,” says Brice Tchaplyguine, Managing Director for TAG Heuer in Southeast Asia, South Korea, and Australia. “This high-octane Racing Pop-up is a celebration of that shared spirit”
Icons of heritage meet future-forward innovation
For the first time in Asia, visitors can encounter a curated collection of TAG Heuer’s most storied timepieces: Jo Siffert’s Autavia “Chronomatic,” the 1158 CHN engraved for Vittorio Brambilla, a Michael Schumacher S/EL Chronograph, and the Ferrari Edition Chronosplit, among others. Together, they illuminate decades of racing triumphs and the Maison’s intimate ties with champions.
Balancing the past with the future, the pop-up also introduces a collector’s dream: the TAG Heuer Formula 1 Solargraph box set, limited to just five full collections worldwide. Comprising all nine Solargraph models unveiled at Watches & Wonders 2025, the set underscores the brand’s fearless pursuit of innovation.
Immersive moments, personal touches
The experience extends beyond the vitrines. Guests can immerse themselves in The Tone of Victory installation, where racing’s heartbeat is translated into soundscapes of roaring engines and split-second radio calls. At the customisation station, they can create personalised TAG Heuer merchandise—transforming keepsakes into tokens of the racing dream
As Brice Tchaplyguine notes, “From immersive soundscapes to rare heritage icons, every element was created to let visitors feel the emotions and adrenaline that define TAG Heuer”
