TAG Heuer has unveiled a striking new art installation at its flagship Sydney boutique, blending haute horology with motorsport history. Created in collaboration with acclaimed visual artist Werner Bronkhorst, the multi-dimensional triptych pays homage to the Swiss watchmaker’s deep ties to Formula 1 and endurance racing.
A Tribute to TAG Heuer’s Racing Legacy
The first piece in the collection features a textured canvas depicting Austria’s Red Bull Ring, home of the annual Austrian Grand Prix. Miniature paintings of Red Bull Racing cars—aligned with TAG Heuer’s partnership with the reigning championship team—are scattered along the circuit, capturing the dynamism of the sport.
The second artwork highlights the legendary Porsche 917K, immortalized by Steve McQueen in the 1971 film Le Mans. McQueen’s character famously wore the TAG Heuer Monaco, further cementing the brand’s connection to motorsport. Bronkhorst’s rendition showcases the car’s iconic livery against the backdrop of the Monaco Grand Prix circuit, celebrating TAG Heuer’s role as title sponsor of the 2025 Monaco Grand Prix.
A Local Touch for Australian Fans
The final piece shifts focus to Melbourne’s Albert Park, host of the 2025 Formula 1 season opener. Miniature Porsche 911s race along a crimson-hued track, symbolizing TAG Heuer’s global partnership with Porsche and its recent appointment as the event’s official timekeeper.
“Werner Bronkhorst’s work beautifully encapsulates TAG Heuer’s racing heritage,” said Van Mulryan, General Manager of TAG Heuer Australia and New Zealand. “His storytelling bridges past and present, making this installation the perfect centerpiece for our renovated boutique.”
The installation debuted on May 22, coinciding with the start of the Monaco Grand Prix. Visitors can now experience the artwork firsthand at TAG Heuer’s Sydney flagship.
