Parties You Will Never Get Into

In honor of three of Britain’s successful Formula 1 drivers, TAG Heuer threw a highbrow bash at The Mall in London on Sept. 15, 2008.

The event doubled as the opening to a photo exhibit commemorating more than half a century of British competitors in Formula 1 racing. Jean-Christophe Babin, TAG Heuer CEO and President, witnessed “Britain’s three motor racing greats” take center stage at the event.

Top racer Lewis Hamilton, currently the F1 championship leader, was the man of the moment. His older compatriots, Sir Stirling Moss OBE and Damon Hill OBE, also joined him in the limelight, where the three shared memories about the sport. At one point, Moss metaphorically advised Hamilton, “When it rains, the road shines and the grass doesn’t. Stay on the shiny thing.”

Lewis Hamilton is a spokesperson for the watch brand. Presently, TAG Heuer has aligned itself with Vodafone McLaren Mercedes, Hamilton’s winning team.

But TAG Heuer has been sponsoring Formula 1 long before Hamilton was born. In fact, the brand has a separate TAG Heuer Formula 1 range of timekeepers.

More than 400 were invited to give homage to the racers. Amidst a sea of F1 enthusiasts, there were the likes of model Natalia Vodianova, who came with husband Justin Portman, and Scream actress Neve Campbell.

Fashion’s glitterati also went to celebrate, like Welsh designer Julien Macdonald. Olivia Inge and Jade Parfitt, presenters at VogueTV, also mingled with the glamorous set.

Chronicles of Narnia heartthrob William Moseley kept the median age lower that day, in contrast with legendary Pink Floyd member Nick Mason. Kirsty Gallacher, Danny Cipriani, Tamara Beckwith, and Giorgio Veroni all sidled up to the party, too.

Proceeds from the TAG Heuer fête went to Save The Children, a nonprofit group dedicated to improving the lots of children the world over.

TAG Heuer has been making watches and chronographs since its founding in 1860 by Edouard Heuer.

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