TAG Heuer marked the inaugural Madrid Grand Prix with pit-lane hospitality, a Club Metrópolis gathering and demonstrations of Louis Vuitton and TAG Heuer craftsmanship.
The return of Formula 1 to Madrid became an opportunity for TAG Heuer to connect its motorsport identity with the broader world of luxury hospitality. As title partner of the 2026 race, the watchmaker joined LVMH in organising experiences that carried the occasion beyond the circuit.
Access extended beyond the grandstands
The programme included a dinner on the pit lane and a Saturday evening gathering at Club Metrópolis, giving invited guests a closer view of the racing environment. These events reflected a modern motorsport calendar in which the host city is as much a part of the weekend as the track.
Craft becomes part of the experience
At Maison LVMH, artisans from TAG Heuer and Louis Vuitton introduced guests to techniques behind their respective products. Bringing watchmaking and other crafts into the event gave visitors a different point of contact with the brands from the usual logo-lined paddock.
Madrid establishes a new racing occasion
The inaugural race took place on the new MADRING street circuit, adding another European city event to the travel calendar. For collectors and enthusiasts, the weekend illustrates how a race can combine competition, watchmaking and access-led hospitality in one trip.
Source
LVMH