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.

Savoir faire

Design Lab

It starts with a spark, a synapse firing in the dark. The spark catches fire and grows into a storm – a whirlwind of ideas from some of the best design minds in the world. In the design lab, the brainstorming process is the beginning of any new TAG Heuer timepiece. And producing the right answers is a matter of asking the right questions. During brainstorming for the Monaco V4 concept watch the designers asked, “How can we totally reinvent the basic wheel and pinion movement of a watch?” The answer: the Monaco V4 and its revolutionary belt-driven mechanical transmission.

From the storm of ideas emerges a shape - an initial freehand sketch which captures the pure lines of a new TAG Heuer. The sketch is then given volume by 3D rendering, and then several prototypes are made and thoroughly tested. Meanwhile, the product development team are examining the technical specifications of the design. It is their job to solve some of the fundamental problems in precision watchmaking: How will the watch be watch powered? How will it transmit stored energy? What materials guarantee the level of precision, reliability and quality required over the long term? The avant-garde design of the Calibre S chronograph movement, for example, required TAG Heuer experts to make a special effort to minimize the weight of parts and materials in order to maximise precision.

Albert Einstein said, “If at first the idea is not absurd, then there is no hope for it,” words that TAG Heuer Design Lab have taken to heart. It is this ability to push beyond the barriers of convention and leap into the unknown that makes TAG Heuer design teams so consistently innovative. An innovation which is consistently rewarded by peer recognition and commercial success. Recent collaborations with designer Christophe Behling on pieces like the Monaco Calibre 360 LS Concept Chronograph (winner of the prestigious Grand Prix d'Horlogerie de Geneve, Red Dot and iF Product Design awards) or the Grand Carrera Calibre 36RS Caliper Chronograph (Grand Prix d'Horlogerie de Genève 2008 and Best Chronograph of the Year at the Salon International de Alta Relojeria (SIAR) 2008) have shown time and time again why TAG Heuer remains at the cutting edge of Swiss avant-garde.