Timekeeping becomes an art with automatic luxury watches from TAG Heuer.

All around the world, Swiss watches and luxury watches are celebrated for their quality, craftsmanship and precision. And when it comes to Swiss watches, TAG Heuer timepieces know no equal. Possessing inventive, contemporary designs and cutting-edge technology, they are more than mere luxury timepieces or automatic watches – they are in a class apart.

Conceived and manufactured by leading experts, these luxury Swiss watches perfectly pair the finest materials with innovative technology. Classic materials, such as soft calfskin, quality alligator leather, noble solid gold and hardwearing stainless steel, are given a fresh, avant-garde edge through the addition of high-tech rubber or modern fabric. Redefining sports watches and luxury watches, TAG Heuer applies quality finishes, including fine brushing, black PVD finish and ruthenium treatment, for timepieces that are elegant, modern, beautiful and practical, all at once.

No less impressive, its watches for women are the pinnacle of discrete elegance. With its diamond watches, for example, TAG Heuer adds a hint of sparkle to the renowned men’s watch models that are the foundation of the TAG Heuer name: the TAG Heuer Carrera, the Monaco, the Link, the Aquaracer and the TAG Heuer Formula 1 are also sophisticated ladies’ timepieces that carry on the heritage of artistry and accuracy that have been the brand’s calling card for over a century.

Of course, TAG Heuer is more than just sublime aesthetics. Its watches combine manual craftsmanship with the best high technology, for ladies’ and men’s watches that perpetuate a legacy while inspiring innovation and originality. Entirely modern yet always sophisticated, a TAG Heuer watch doesn’t stop at gorgeous aesthetics. Indeed, its automatic watches boast high frequencies of between 21,600 to 360,000 vibrations per hour (as with the Calibre 360), ensuring impeccable mechanical precision. It therefore comes as little surprise that a number of its automatic watch movements bear the prestigious Official Swiss Chronometer Control (C.O.S.C.) certificate.

It’s no wonder that TAG Heuer chronograph watches are admired as the peak of Swiss watch timekeeping accuracy. These luxury sport watches are the official timekeepers of the Monaco Grand Prix – one of the world’s most esteemed racing events – while the brand is the official partner of both America’s-Cup-winner Oracle Team USA and revered Formula 1 automotive manufacture McLaren. An ideal marriage of speed and timekeeping precision.

One thing is clear: TAG Heuer timepieces go beyond mere luxury or precision: they unite the best in Swiss craftsmanship while delving deep into the future. Visually sublime yet eternally reliable, perfectly crafted yet resolutely high-tech, modern yet timeless, TAG Heuer is redefining 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.