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Agenda-setting intelligence, analysis and advice for the global fashion community.

Can Formula 1 Keep TAG Heuer in the Fast Lane?

The LVMH-owned brand plans to spend nearly 20 percent of sales on marketing this year, new CEO Antoine Pin says, doubling down on partnerships in the fast-expanding world of F1 racing in an effort to keep up growth in a sluggish watch market.
Max Verstappen of the Netherlands and Oracle Red Bull Racing looks on during F1 75 Live.
World champion Max Versteppen wears TAG Heuer at the opening of Formula 1's 75th anniversary season in London. The brand is celebrating its return as the racing league's official timekeeper. (Getty Images, TAG Heuer)

LONDON —

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