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Thanks to decades of supporting racing all over the world, TAG Heuer enjoys a close and important relationship with the world of motorsports. Even the merger of TAG link and Heuer was born of a shared familiarity and passion that the two entities had for Formula 1. Heuer pioneered the idea of watch brands sponsoring teams and drivers, and one of the early drivers to proudly wear their watches was the Swiss driver Jo Siffert.

Their work on the field has made them close friends, and has led them together down the rabbit hole of watch collecting. While a lot of athletes play a perpetual game of one-upmanship to see who can be first to wear the latest hype watch, these guys buy vintage Seikos for one another as gifts, they influence each other's high-dollar link acquisitions, and they share personal stories together about what each of their watches means to them.