30 May 2025 |
Feeling the speed up close with the race’s official timekeeper.
Motorsports have become trendy over the last few years. Chalk that up to Netflix’s Drive to Survive and the rising popularity of Formula 1 with younger audiences. But while F1 spans the globe, one of the most historic races is a lot closer to home and inspiring a new legion of fans. The Indy 500, created over a century ago, is the crown jewel of American open-wheel racing. Taking place every Memorial Day weekend at the Indianapolis Motor Speedway in the aptly named Speedway, Indiana, the track is colloquially known as the Brickyard as the surface was first paved in brick. With over 100 years of racing tradition, it’s steeped in spectacle and pageantry, with the most famous being the requisite bottle of milk consumed by the winner.
For TAG Heuer, this rich history perfectly coincides with their own interest in motorsports. The Swiss luxury watchmaker has been the official timekeeper of the race for over two decades, continuing its patrimony of chronographing and championing motorsports. To celebrate the unique spirit of the Indy 500, the brand has released 17 special edition watches in the past 20 years, in addition to providing special edition timepieces to the winner, chief mechanic, and the NTT IndyCar Series champion driver. For the 109th running, brand ambassador Alexander Rossi wore the special edition Formula 1 Chronograph x Indy. Rossi emerged on the scene in 2016 as the first American rookie to win an Indy 500 since 1928.
Pre-Race-Day dinner at the Wheelhouse Social Club
Given a legacy of commitment to Indy500, this past weekend was a chance to experience it firsthand. From meeting with Rossi to witnessing the race, it’s all with the TAG Heuer mindset: Designed to Win. The festivities kicked off a race prep day on the tracks, where we attended the drivers meeting. It served as an introduction to the next day’s programs and this year’s drivers. Rossi then walked us through the car, which was tailored to his body and style of driving. From there, it was off to the tracks. Those who thrive on adrenaline had the chance to sit in the back of an Indy Car for a hot lap, with speeds topping a whopping 230mph. Suffice to say the thrill of this experience lasted well into the night and even the next day.
That evening, TAG Heuer hosted dinner at the Wheelhouse Social Club. The truly unforgettable setting consisted of a long, candlelit table placed at the bottom of a car park with an impressive selection of rare automobile models serving as decor. The best discovery of the evening? A speakeasy where they serve tailor-made cocktails.
Next thing you know, it was race day. And where better to watch than at the Pagoda, the iconic multi-story tower that’s become synonymous with the Indy 500. Located at the finish line and emblazoned with the TAG Heuer shield, it offered prime viewing of the race. Unfortunately, this wasn’t Rossi’s day with Álex Palou taking home the top prize. But there’s always next year and we’re counting down the days until we hear drivers, start your engines! again.
Race Day with Alexander Rossi
