The ambiance was perfect for sparking conversations among this eclectic mix of racing and watch fans.

A few surprise guests really amped up the evening. First to join us was three-time Indy 500 winner and racing legend Johnny Rutherford.

Interestingly, Rutherford did not arrive amidst the pomp and circumstance worthy of his titles. Instead, he entered without introduction, speeches or fanfare and mingled among the guests, striking up conversations. 

What impressed me most about this Indy champion was his passion for the brand. His face never graced a single billboard for TAG Heuer as he was never even a brand ambassador during his career. According to Rutheford, “I’ve never had sponsorship from TAG Heuer, not that I wouldn’t like to have had during my racing career.”

Regardless of sponsorship, Johnny Rutherford was clearly passionate about the brand, even sharing with me, his favorite Carrera that was given to him around 2000 by Ron Dennis. At the time, Dennis was the managing director of McLaren Racing during the opening of their new tech center. “I’ve had other TAG Heuer watches and I’ve received prize watches at racetracks for winning or doing well, so I’ve had several, but this one is a favorite of mine, it’s a TAG Heuer Carrera…It’s a beautiful watch and it just keeps marvelous time.”

Also at our event was Arie Luyendyk who won the Indy 500 in 1990 and again in 1997. Another fan of the brand, Luyendyk explained his interest in TAG Heuer. “Where I’m from the Netherlands, I followed Formula 1 and that’s where I knew the brand from because they were involved, I believe with Ferrari and McLaren in the 80’s, I believe when Alan Jones won. Now they’ve been the official timepiece for the 500 for quite a while.”

“I’ve always been a watch guy and I’ve always had a lot of watches.”

Regarding TAG Heuer, he added, “I love the old style watch, the Steve McQueen one.

 He even discussed a unique piece in his collection that I hope to bring you more information on. According to Luyendyk, “One watch I have, one that is really cool, I have a 1991 TAG Heuer which was produced in a Limited Edition of I believe 33 for each of the starters of the Indy 500. Ed Cheever got that done because he was sponsored by them.”

This evening, Luyendyk was presented a TAG Heuer Formula 1, 100^th running Indy LE, one of 1000 produced.

“When you look at certain brands, they almost make it their job to be the best timekeeper there is, recording data and times. They’ve been doing that for how long?  There are certain brands that focus on that. They’ve been a race sponsor, a team sponsor and a series sponsor for different Formula 1, Indy car and LeMans.  It’s an automatic affiliation you have with the brand because they’re a part of your sport, and they support it and that’s what makes them in your eyes and my eyes, unique and special.”

Though racers of different decades, Johnny Rutherford and Arie Luyendyk shared a similar passion for TAG Heuer. Luyendyk elaborated, “If I had to choose between a brand that is involved [in racing] and a brand that is not involved, then I’d choose the brand that’s involved. They obviously benefit from it because they showcase their abilities, but they also want to support the series, they want to support the sport.  So it’s a two way street as far as a partnership and they learn from it. Any company that’s involved in racing learns to make their product better.

I’m just glad they’re still involved, they have a big presence here at the race.”

Race Day.

As if the night before weren’t exciting enough, now we had a race to attend. But not just any race, the 100^th running of the Indianapolis 500. Racing history in the making.

Prior to the race, select guests were treated to a stroll down pit road and even onto the track where the cars were staged to launch. My better half, Heather, and I paid particular attention to the #26 car of Carlos Muñoz. Besides rooting for Bourdais, I had particularly high hopes for Muñoz who had been running consistently strong in all of the practice runs at Indy.  

Then there was one other detail: I happened to be wearing my new Heuer 01 Indy number 26 of 100. Go Carlos!

Here’s a shot of the #98 car (more on that later).

I even had a fortuitous encounter on the track with a small group of people wearing identical shirts by Robert Graham commemorating the 100^th running of Indy. “I really like Robert Graham designs, in fact, I have that shirt as well,” I explained. They smiled as a woman pointed to the man next to her, saying, “He’s Robert” [Robert Stock, the Robert in sportswear brand Robert Graham.] Next, I reached in my pack and removed my own identical commemorative shirt which Robert then signed (as had Rutherford and Luyendyk). 

If my watch weren’t enough, I had another unique and personalized souvenir from the race.

Let the race begin!

We watched the start of the race from the bleachers where we could experience the full resonance of 23,000 horsepower igniting from the 33 competitors.

Next, we settled into the creature comforts and camaraderie of a box suite.

More powerful than the race itself, there was an extensive pre-race tribute to our fallen service members. Even the world’s most attended sporting event would pause to acknowledge their sacrifice, after all, this was Memorial Day, the significance of which was not lost on more than a quarter of a million proud patriots in attendance.

 As a service member and Veteran, I was particularly moved by the program that honored our fallen, some of them faces I remember.

The crowded track soon gave way to the bustle of pit crew readying their cars to do battle.

And then they were off.

As the race roared on, there was one notable image that branded every lap of the race. Whether it was the starting line, finish line, full throttle under the green flag or pacing under the yellow, every, yes, every single lap was marked with the familiar TAG Heuer logo on the wall of the track.

It’s worth noting that along this two-and-a-half mile track, whether you look left or right, there is one and only one logo present along the wall and that would of course be TAG Heuer. In my eyes, this is a clear testament to the history and respect that the brand holds with Indy.

I could give you a play-by-play of how the race went, but chances are that if you care, you already know. Suffice it to say, it was a great race that ended without any serious injuries.

As an old paratrooper, I’ve always been told that any jump you walk away from is a good one. Applying that standard, it was a good race.

While much of the race saw Hinchcliffe and Hunter-Reay trading leads, it was Muñoz in the #26 car that crept up to lead most of the final laps until pitting with five laps to go. Gasp!

Alexander Rossi in the #98 car managed to squeeze across the finish line, if only running on fumes, to take the win.

One final surprise came after the race when I crossed paths with #26 driver Carlos Muñoz as he exited the track. I congratulated him on such a great performance. In a parting gesture, he signed the box to my Heuer 01 Indy 500 #26.

 More than a souvenir, this watch and signed box will forever remain a crown jewel in my humble collection. Besides being the rarest watch in my safe, it now carries the memories of this historic race where I first experienced the legacy of TAG Heuer, a proud and inextricable part of the Indianapolis 500.    

Regardless of who crossed the finish line first, TAG Heuer and fans of the brand were big winners. Thanks for reading along!