Can Formula 1 Keep TAG Heuer in the Fast Lane?

LONDON — The Formula 1 season doesn’t start until mid-March, but already, TAG Heuer can feel the traction from a deal reportedly worth $1 billion, which made it the sport’s new official timekeeper and title sponsor of the Monaco Grand Prix.

“In January, we saw a double-digit increase in the number of people coming to our stores compared to the same period last year,” said TAG Heuer’s new chief executive Antoine Pin in an interview with The Business of Fashion ahead of the opening…