Swiss avant-garde watchmaker TAG Heuer has made a glamorous comeback as Formula One’s official timekeeper. To celebrate, the brand opened the TAG Heuer Racing pop-up on the B1 level at The Crown in Lotte Department Store’s AvenueL World Tower in Seoul’s Songpa-gu—an immersive space that puts its motor-racing heritage front and center.
TAG Heuer was the first luxury brand to put its logo on an F1 car back in 1969 and began sponsoring racing teams in 1971, forging a deep, lasting connection with motorsport. From 1992 to 2003, it served as F1’s official timekeeper and was part of more than 230 Grand Prix wins and over 600 podium finishes.
This pop-up isn’t just a watch display—it’s a sensory short story about precision and speed. Designed to evoke an F1 pit box, the space gives guests the thrilling sense of stepping into a real racing environment.
The store is divided into four main zones. In the History Zone, visitors trace TAG Heuer’s legacy through legendary races and iconic timepieces. The Monaco Room spotlights the brand’s signature Monaco collection. In the Tone of Victory Zone, immersive soundscapes recreate the pulse of F1. And the Watchmaking Zone gives guests a rare look as skilled watchmakers demonstrate intricate, hands-on craftsmanship.
There are interactive experiences, too. Complete on-site missions to score gifts from TAG Heuer, and customers who book watch counseling through Naver receive special perks.
The TAG Heuer Racing pop-up runs from March 21 through April 6.
On opening day, stars like Lee Jong-suk, Jung Soo-jung (Krystal), Lee Jae-wook, Woo Do-hwan, and Ki Eun-se turned out, turning up the energy. They mingled with fans and enjoyed TAG Heuer’s world in their own ways.
Blending meticulous craftsmanship with the high-octane spirit of motor racing, the pop-up is more than an exhibit—it’s a cultural experience that brings the brand’s ethos to life in a way you can see, hear, and feel.
