TAG Heuer has a deep-rooted connection with motorsports, which has contributed to its prominence in the luxury watch industry. The brand has been associated with various motorsport events such as Formula 1, IndyCar, and endurance racing. Famous drivers like Steve McQueen, Jo Siffert, Niki Lauda, Gilles Villeneuve, and Ayrton Senna have worn TAG Heuer watches, further strengthening the brand's ties to the racing world. TAG Heuer's racing collections, such as Carrera and Monaco, are inspired by the adrenaline of the tracks.