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

Research & Development

Industry professionals regularly tell TAG Heuer R&D that they shouldn’t reinvent the wheel. That what they’re doing can’t be done. But TAG Heuer R&D teams have always gone their own way. It is these experts need to consistently challenge long held principles about watchmaking that is behind the most innovative achievements in the company’s history.

During 150 years at the forefront of Swiss avant-garde, TAG Heuer has frequently “reinvented the wheel”. One of the brand’s first patents was that awarded to Edouard Heuer in 1887 for the oscillating pinion - a major benchmark in modern watchmaking and still a vital element in most mechanical chronographs.

TAG Heuer R&D policy, to progressively reinvent the most basic principles of watchmaking – energy, transmission and regulation, while anchored in this impressive heritage, is taking them forward into the next millenium.

As an example, 2010’s Concept Watch - the TAG Heuer Pendulum Concept, which presents the first ever oscillator in a mechanical movement without a hairspring. Since 1675, the regulating organ of all mechanical watches has been a balance wheel and spiral hairspring system. In the TAG Heuer Pendulum Concept, the traditional hairspring is replaced by an “invisible” or virtual spring derived from magnets.

Using the combined talents and skills of in-house designers, production and quality engineers, with other specialists from the watch, car and medical industries, allows TAG Heuer to “think outside the box”. New ideas often take years of concentrated effort to come to fruition.

This was the case with the sensational TAG Heuer Monaco V4 Concept Watch, the results of 5 hard years of laboratory conception, simulation and construction. To make it, TAG Heuer engineers substituted the traditional pinion and gear transmission with an entirely new belt-driven mechanical transmission. Monaco V4 became a commercial reality at the end of 2009, when it was successfully launched in limited edition of 150 “Haute Horlogerie” pieces.