"If I'm free, it's because I'm always running."

Before Jimi Hendrix, guitar playing was a tame affair—one hand on the frets, the other strumming and plucking the strings.

Jimi turned it upside down, played it with his teeth, behind his back, and he set it on fire—just as he did rock ‘n’ roll—changing forever the course of music. The demands that the business put on him were intense but he stayed true to his art. Only the music mattered.


Jimi challenged convention and confronted the establishment, just as TAG Heuer challenged the classical image of the gentleman’s watch
Seattle 1942, London,1970: in 27 short years he pushed his instrument—and his life—to the limit. In the last four he started a revolution. No more squeaky-clean pet sounds; his was a blurring, blaring fuzz of ravishing feedback—symphonic ribbons of raw sound like nothing heard before...

The sound of euphoria and the noise of bliss, it was the music of freedom, and it became the soundtrack of an era. Jimi developed a level of virtuosity that eclipsed every electric guitarist before and since, pushing electronic experimentation into the beyond. That he practiced more than anyone on earth wasn’t what set him apart, or that he wore velvet pants and jewel-studded vests when everyone else wore jeans and t-shirts. Or that, as an African-American who was quarter Cherokee, he transcended race in an America grappling with civil rights. It was because he turned things upside down. Literally. Like the right-handed Stratocaster he flipped around and restrung for his left. Like the Star Spangled Banner he closed Woodstock with a patriotic anthem turned iconic anti-war hymn. Like TAG Heuer, he was a path-breaker who refused limits and, no matter what, never cracked under pressure.



For more than 150 years, TAG Heuer has faced down every challenge, and then pushed past it. By defying the time-honored conventions of Swiss watchmaking, it has led it to ever higher levels of precision and performance. It makes its own rules, chooses its own path, never quits moving forward, never compromises, never cracks under pressure, just like its ambassadors.