Miami never met a spectacle it didn't embrace–and during Grand Prix weekend, the city shifts into overdrive. Engines echo through the streets, fashion statements take center stage, and energy pulses from the paddock to the Palm Court.

At the heart of the 2025 Miami Grand Prix, TAG Heuer reaffirmed its role not just as Official Timekeeper of Formula 1, but as a brand that turns timekeeping into art. The Swiss watchmaker kicked off its multi-day celebration with two striking unveilings: the glowing Pitlane Clock, a feat of engineering installed at Hard Rock Stadium to mark each second with precision and drama, and the debut of the Formula 1 Solargraph Miami GP Limited Edition–a sleek, black, solar-powered timepiece designed to endure from racetrack to rooftop. The Miami release is the first in a global seven-race capsule collection, each commemorating a different Grand Prix around the world. 

The festivities began at TAG Heuer’s Aventura boutique, where a dynamic pop-up paid tribute to the next generation of motorsport. F1 Academy driver and brand ambassador Aiva Anagnostiadis headlined the event, while outside, a full-sized Oracle Red Bull Racing show car turned heads and claimed the curb like it owned the block.

From Aventura, the celebration shifted to Miami’s Design District, where the brand hosted a cocktail reception under the open sky. Athletes and icons including Jaime Jaquez Jr., Tyrod Taylor, and Paris Hilinski toasted race week with champagne and unmistakable wristwear, while Miami’s signature mix of heat and hype set the tone.

Saturday night brought the weekend’s apex: an exclusive VIP bash at The Deck at Island Gardens, soundtracked by Orange Calderon. Guests explored the inner workings of TAG Heuer’s legendary craftsmanship through a live demonstration by a master watchmaker, tested their reflexes in a Formula 1 simulator, and raised glasses of Belvedere over caviar. 

The guest list merged sport, fashion, and culture–Toni Breidinger, Nick Mayhugh, Naomi Schiff, Susie Wolff, and Stefano Domenicali were among those in attendance, alongside creatives, actors, and tastemakers.

As night fell on race day, TAG Heuer lit up the Miami Tower with a bold projection of its red-and-green insignia, sending a clear signal: precision is powerful, and spectacle is strategy. Because when TAG Heuer enters the circuit, it doesn’t just keep time—it defines the moment.

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