Tag Heuer's Ultimate Lap teaser Swiss watchmaker Tag Heuer is using brand ambassador and racecar driver Lewis Hamilton as the focus of a new digital project from the brand titled “The Ultimate Lap.” The watchmaker released a teaser video on its YouTube channel and has created a Facebook tab dedicated to the racing project. Consumers are invited to virtually race Mr. Hamilton this month through a to-be-announced digital driving platform. “Ultimate Lap is an occasion to celebrate Tag Heuer’s motoracing heritage as well as our long-lasting relationship with Vodafone McLaren Mercedes, with whom we share a real passion for innovation,” said Alexandra Wolf, community manager at Tag Heuer , La Chaux-de-Fonds, Switzerland.