Business News: TAG Heuer CEO Vows Cautious Production Despite Expected F1 Sponsorship Boost

The Chief Executive Officer of TAG Heuer says the brand is taking a prudent approach to producing new timepieces linked to its return as the official timekeeping sponsor of Formula 1. Antoine Pin, who took over the top job in September last year, expressed optimism that the decade-long, multi-brand, sponsorship deal struck by parent LVMH and worth an estimated $100 million annually, will drive new customers to the watchmaker known for its sporty offerings and historic link to motor sports. But that doesn’t mean TAG Heuer will significantly increase production, at least for now.

“If we elevate the desirability, if there is more traction, if there are more people we expect to purchase a TAG Heuer, so be it,” Pin said in an interview. The executive made the comments even before the White House announced sweeping tariffs on Swiss imports, including watches, underscoring the prudent approach by the brand.