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.

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.