Business · Companies · 1 day ago
TAG Heuer looks to F1 and EU-Mercosur trade deal to grow in Brazil
TAG Heuer is using its Formula 1 history to build its business in Brazil.
The Swiss luxury watchmaker held events in São Paulo ahead of the Brazilian Grand Prix at Interlagos, highlighting its past links to the sport and driver Ayrton Senna.
The brand sponsored a driver in 1969, became Formula 1’s official timekeeper in 1992, left that role in 2003 and regained it last year.
Brazil is TAG Heuer’s second-largest Latin American market, behind Mexico, and the company says import and tax issues limit the range of products sold there.
It expects the Mercosur-European Union trade agreement to encourage it to bring more items to Brazil, potentially helping sales match or exceed those in Mexico.
The company says it has more than doubled its size in Brazil over the past decade, while continuing to use events and customer relationships to promote its watches.
TAG Heuer is using its Formula One ties to market its luxury watches and grow in Brazil.
The company held events in São Paulo before the Brazilian Grand Prix, highlighting its history with the sport and former brand ambassador Ayrton Senna.
Brazil is TAG Heuer’s second-largest market in Latin America, behind Mexico.
The company expects the Mercosur-European Union trade agreement to help expand its range of products in Brazil and potentially bring Brazilian sales level with or above Mexico’s.
TAG Heuer has more than doubled its size in Brazil over the past 10 years, according to its marketing head.
- Who
- TAG Heuer, whose watches are distributed in Brazil by 356.
- What
- The company is using its Formula One association and the expected Mercosur-EU trade agreement to support growth in Brazil.
- When
- The article was published on November 7, 2026, ahead of the Brazilian Grand Prix that week.
- Where
- Brazil, including São Paulo and the Interlagos circuit.
- Why
- The company wants to promote its brand and expand its Brazilian business; it says trade restrictions limit the range of products available.
This story does not have two clearly opposing sides.
TAG Heuer sponsored a driver, Swiss racer Jo Siffert.
TAG Heuer reached an agreement with Ferrari to place its logo on the team’s cars and drivers’ overalls.
TAG Heuer became Formula One’s official timekeeper.
TAG Heuer lost the official timekeeper role to Rolex.
TAG Heuer returned as Formula One’s official timekeeper.
TAG Heuer held events in São Paulo recalling its history with Formula One and Ayrton Senna.
- Brazil’s Latin American market position
- Second-largest for TAG Heuer, behind Mexico
- Sales estimate for 2025
- 720 million Swiss francs for watches, eyewear and luxury and precision goods
- Estimated Brazilian sales value
- R$4.7 billion for the company’s global sales estimate
- Watch prices in Brazil
- R$12,000 to R$500,000
- Growth in Brazil
- TAG Heuer more than doubled its size over the past 10 years
What people are saying
Each brand is recognized for its territory. Each one has its space and its consumers. Our historical space is F1.
Today, the variety of products that come to Brazil is not so large.
With the agreement, there will be a much greater incentive to bring in more products. But over the last ten years we have more than doubled the size of TAG Heuer in the country.