TAG Heuer has kicked it into high gear and put its racing history into the spotlight at The Exchange TRX with an immersive Formula 1 Exhibition. Open now till the end of August, the exhibition celebrates the brand’s storied legacy in motorsport and reaffirming its role as a leader in luxury timekeeping.
No doubt a highlight for both watch enthusiasts and racing fans, the showcase coincides with TAG Heuer’s return as the Official Timekeeper of Formula 1 from 2025, following a landmark 10-year deal signed by parent company LVMH.
This marks a new chapter in the brand’s historic F1 journey, which began in 1969 when it became the first luxury brand to feature on an F1 car, and continued with partnerships including Scuderia Ferrari, McLaren, and Oracle Red Bull Racing.
Visitors to the exhibition can explore a curated display of TAG Heuer Formula 1 watches, ranging from vintage classics to the latest high-performance models, all under the brand’s new “Designed to Win” campaign. The exhibition also features rare memorabilia, interactive installations, and various brand activities designed to bring the adrenaline of the racetrack into the heart of Kuala Lumpur.
At the centre of the display at TRX is a full-scale Red Bull Racing Formula 1 car. Not only offering a dramatic focal point in Central Exchange it also serves as a perfect for photo ops and fan interaction.
Adding even more excitement, attendees can also participate in a contest to win exclusive prizes, including a grand prize trip to the Singapore Grand Prix — complete with race tickets, concert access, flights, and accommodation. Runner-up prizes include stylish TAG Heuer lifestyle jackets.
This bold, time-driven tribute is not to be missed. The TAG Heuer Formula 1 Exhibition runs until 31 August at The Exchange TRX.
