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

Quality & Tests: 60 tests for ultimate quality

The TAG Heuer drive for excellence has pushed its experts to exceed regular watch making standards and establish their own strict quality standards. These TAG Heuer-designed quality testing procedures, tests and tools have been officially endorsed with a patent from the Federal Institute for Intellectual Property in Switzerland.

Whether it is X-Fluorescence to analyse metals and precious elements, or submarine ultrasound waves to test the solidity of jewellery models, TAG Heuer tests and tools use the most advanced cutting-edge technology. In some cases - like the machine designed to test the reliability of Aquaracer 500M push buttons underwater – TAG Heuer have even purpose-built special equipment.

While these numerous quality tests are each carried out independently, the ultimate goal is to give insight into the real life of a TAG Heuer timepiece. For example, after a race, a cyclist might take a shower while wearing the watch. So tests will simulate the shocks and vibration of the race, the effects of perspiration and heat, and also the watch’s water-resistance.

Some of the 60 TAG Heuer quality tests:

1.    Water-resistance
2.    Resistance to U.V. ageing
3.    Resistance to extreme temperatures
4.    Resistance to the external environment
5.    Traction-Resistance
6.    Vibration Resistance
7.    Resistance to dropping
8.    Impact resistance
9.    Resistance of functions to ageing
10.    Analysis of materials and metallic coatings

After each TAG Heuer timepiece has successfully passed these and other stringent tests, it is time for a final inspection. During visitage the watch undergoes a final meticulous examination by an expert watchmaker, who ensures the perfection of the entire piece.