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Alec Monopoly is now TAG Heuer's Art Provocateur read more
Each watch a paragon of precision engineering, quality, and sporting heritage. This is the TAG Heuer DNA. This is what ensures TAG Heuer position as a world leader of luxury sports watches and chronographs.
Swiss watches are renowned for their quality and precision. And within the world of Swiss watches, TAG Heuer watches are known not just for quality and precision, but for avant-garde design and advanced technology too. For a sports heritage that inspires excellence. And for quality materials that create luxury watches for men and women.
Since 1860, when Edouar...d Heuer opened his first workshop in the Swiss mountains, TAG Heuer has been consistently first to master chronograph precision in its smallest increments. Stunning consumers and the watchmaking industry with the likes of the 1916 Mikrograph - the world's first sports stopwatch with 1/100th of a second precision. Or more recently with the Mikrotimer Flying 1000, the only mechanical chronograph to measure and display 1/1,000th of a second. And in 2012, it's the turn of the Mikrogirder Concept Watch to dazzle with its unprecedented precision - 5/10,000th of a second accuracy. Today, TAG Heuer is the only Swiss watch brand producing mechanical and automatic chronographs with this phenomenal fractional second accuracy.
Throughout its history, TAG Heuer has been at the cutting edge of time on sea, land and in the air. From date displays to fly-back hands - TAG Heuer innovations have been adopted by leading makers of luxury sports watches worldwide. It was Edouard Heuer who invented the oscillating pinion for the Microtimer in 1886 - now central to almost every contemporary mechanical chronograph. In 2004 the Monaco V4 concept watch reinvented time with drive-belts and ball-bearings - and received a rapturous welcome in Geneva.
This tradition of award-winning innovation continues with the 2010 TAG Heuer Pendulum. A concept so revolutionary it overturned a 300 year-old fundamental of watch making - the balance wheel and hairspring mechanism. For the first time in watchmaking history, the oscillations of the balance wheel are driven not by the hairspring, but by magnetic field. An incredible achievement. Where does the inspiration come from?
A rich heritage and active engagement in the sporting arena. TAG Heuer's long relationship with motorsports is legendary. Team Ferrari in the 1970s. The last 25 glorious years with McLaren F1. TAG Heuer recently strengthened its partnership with the all-electric FIA Formula E Championship. Emerging from this love of speed and performance, the impeccable performance of the TAG Heuer Formula 1, Monaco, Carrera and Grand Carrera Chronograph. Each watch a masterpiece of design and manufacturing, performance and precision.
And from the aquatic world - yachting, ocean-racing and scuba diving - comes Aquaracer, the indispensable sports watch. Aquaracer is proudly worn by surfers at the World Surf League during the Big Wave Tour. Their values - high performance and split-second precision - find support in their partnership with TAG Heuer.
This passion for professional sports also led to the development of the ultra-light Professional Sports Watch and the iconic LINK series. And TAG Heuer, in a constant quest for innovation, performance and prestige, continues to aim ever higher. A drive for excellence reflected in its partnerships with sporting champions, powerful ambassadors like famous soccer player Cristiano Ronaldo. Supermodel Cara Delevingne, iconic Steve McQueen are charismatic TAG Heuer ambassadors too - each of them sharing TAG Heuer's integrity, passion and excellence.
TAG Heuer watches for men are innovative timepieces that combine TAG Heuer's mastery of precision with its racing heritage and prestige materials. Women too appreciate the TAG Heuer values of performance and reliability: TAG Heuer has designed watches for women since its earliest days. In luxury materials like diamonds, ceramic and mother-of-pearl, TAG Heuer watches for women speak to her femininity with ultra glamorous, elegant designs.