Luxury watches, Swiss watches
Men’s watches and women’s watches by TAG Heuer: where timekeeping becomes an art.

Renowned for their quality and precision, Swiss watches and luxury watches are one in the same. And within the world of Swiss watches, TAG Heuer timepieces are in a class apart. Boasting avant-garde design and advanced technology, they are more than just luxury timepieces or mere sports watches – they are in a category all their own.

TAG Heuer combines manual craftsmanship with the best and latest technology, for ladies’ and men’s watches that bear witness to heritage while inspiring innovation and excellence. Resolutely modern yet enduringly sophisticated, a TAG Heuer watch goes beyond sublime aesthetics: its automatic watches boast high frequencies ranging from 21,600 vibrations per hour to up to 360,000 (as in the case of the Calibre 360), ensuring excellent mechanical precision. For this reason, a number of its automatic watch movements have been awarded the prestigious Official Swiss Chronometer Control (C.O.S.C.) certificate.

It comes as no surprise, then, that TAG Heuer chronograph watches are celebrated as the pinnacle of Swiss watch precision timekeeping. These luxury sport watches are the official timekeepers of one of the world’s most prestigious racing events, the Monaco Grand Prix. In addition, TAG Heuer is the official partner of both America’s-Cup-winner Oracle Team USA and esteemed Formula 1 automotive manufacture McLaren – for a perfect marriage of speed and timekeeping accuracy.

Aesthetically, TAG Heuer timepieces are equally as impressive. Crafted by experts in their field, these luxury Swiss watches combine the finest materials in flawless harmony. Whether blending the best in traditional materials – such as soft calfskin, fine alligator leather, precious solid gold or robust stainless steel – or accenting them with newer, more contemporary materials – including high-tech rubber and modern fabric – TAG Heuer blurs the lines between the preconceived notions of sports watches and luxury watches. Its quality finishes, including fine brushing, black PVD finish and ruthenium treatment, are both refined yet innovative, visually appealing yet always practical.

Meanwhile, its watches for women are the height of understated elegance. Its diamond watches, in particular, add a touch of feminine sparkle to the iconic men’s watch models that have made the TAG Heuer name: the TAG Heuer Carrera, the Monaco, the Link, the Aquaracer and the TAG Heuer Formula 1. With luxury materials and scaled back lines, these stylish ladies’ timepieces carry on the tradition of fine craftsmanship and impeccable precision that has been part of the brand’s DNA for over a century.

All this to say that TAG Heuer timepieces are about more than just luxury or precision: they are the bearer of the finest in Swiss craftsmanship pushed boldly into the future. Aesthetically sublime yet decidedly reliable, finely crafted yet resolutely high-tech, contemporary yet refined, TAG Heuer gives new meaning to luxury watches for men and women.

14 Nov. TAG HEUER TRIUMPHS AT THE WATCH OF THE YEAR AWARD CEREMONY

THE MIKROGRAPH WINS THE PUBLIC PRIZE

THE TAG HEUER CAMPAIGN WAS VOTED THE BEST 2011 WATCHMAKING CAMPAIGN

On 11 November 2011, during the prestigious Watch of the Year evening organized by the Ringier Group in Geneva, TAG Heuer was twice acclaimed by an audience of over 450 personalities from the world of watchmaking and from communications. The Mikrograph, the first chronograph to display one hundredth of a second, thanks to a central hand, was awarded the best watch of the year by the public, whilst the campaign that supported its launch was awarded the Best Campaign prize. Overwhelming recognition for the brand, the only one who had twice the chance to be on the podium.

“I am incredibly proud of my people: those who developed the Mikrograph as well as those who designed the advertising visuals that made it stand out. For such an innovative watch, we needed a campaign that would also break the mould, by dramatically staging the notion of precision in an original and creative manner” declared Jean-Christophe Babin, Tag Heuer’s President and CEO.

Designed, patented, developed and manufactured entirely in the TAG Heuer Haute Horlogerie workshop at La Chaux-de-Fonds, the Tag Heuer Carrera Mikrograph 1/100th marks a milestone in the watchmaking industry: thanks to an escapement beating at 50hz, or 360,000 vibrations an hour, its central hand can measure and display time with 100th of a second precision. This is a major TAG Heuer innovation, confirming the brand’s leadership in the mastery of high frequency and the measurement of infinitely small intervals of time.

Mechanical innovation serving ultimate precision has thus been the driver of the development of the Mikrograph. Two limited editions were launched on the market with 150 pieces each, one with a brown central dial and the other in anthracite grey,. To woo the lover of beautiful timepieces, the advertising visuals needed to be as creative, avant-garde and unexpected as the product they were promoting. It was vital to pay tribute to the art of watchmaking and at the same time deliver a simple message : high precision. And what is more precise than nature itself, so what could be more original than reproducing nature’s ultimate perfection using watch components? Developed with CLM BBDO, the TAG Heuer advertising agency, the campaign won the approval of a jury of communication professionals who were able to appreciate the poetry and refinement of the visuals and grasp the significance of the instant of time represented in that artistic way.