After creating several sketches, the designer’s ideas take shape using a state of the art computer-aided design system (CAD). Each element of the design, including the dial, bezel and various case components is subject to prolonged consideration. For example, a shorter lug may provide a superior ergonomic fit on the wearer’s wrist. Likewise, a crown must prove easy to adjust without impairing free movement of the wrist or rubbing against the owner’s skin. The case is always designed to engage with light, creating attractive pockets of brilliance and shade. TAG Heuer design watches for discerning individuals, paying close attention to the functionality of all components. Materials are selected for their tactile properties and wear-resistance. Quality begins at the design process and is built into every watch bearing the TAG Heuer logo.