Watches for men and watches for women by TAG Heuer: the fine art of keeping time.

Quality and accuracy are the bywords when it comes to Swiss watches and luxury watches. And within this elite universe, TAG Heuer timepieces are in a league all their own. With both innovative design and advanced technology, they go far beyond luxury timepieces or sports watches – they are a class unto themselves.

By combining manual craftsmanship with the best, most advanced technology, TAG Heuer ladies’ and men’s watches perpetuate a remarkable legacy while encouraging quality and innovation. Entirely modern and eternally refined, a TAG Heuer watch is more than mere aesthetics. Its automatic watches possess high frequencies ranging from 21,600 vibrations per hour to up to 360,000 (as with the Calibre 360) – a guarantee of outstanding mechanical precision. A number of its automatic watch movements thus bear the prestigious Official Swiss Chronometer Control (C.O.S.C.) certificate.

Unsurprisingly, TAG Heuer chronograph watches are recognised as the height of Swiss watch precision. The official timekeeper of one of the world’s most celebrated races, the Monaco Grand Prix, TAG Heuer is also the partner of both Oracle Team USA – winner of the prestigious America’s Cup – and Formula 1 automotive manufacture McLaren, in the ultimate pact of speed and timekeeping precision.

TAG Heuer timepieces likewise astound aesthetically: created by expert specialists, these luxury Swiss watches harmoniously combine the best noble materials, such as sinuous calfskin or refined alligator leather, exquisite solid gold or strong stainless steel, at times accenting them with more modern, innovative materials, like high-tech rubber or contemporary fabric. In doing so, TAG Heuer turns preconceived notions of sports watches and luxury watches on their head. Its quality finishes, including fine brushing, black PVD finish and ruthenium treatment, are at once classic yet avant-garde attractive yet practical.

Not to be outdone, its watches for women are the pinnacle of restrained elegance. Most notably, its diamond watches add a trace of womanly sparkle to the famed men’s watch models for which TAG Heuer is known: the TAG Heuer Carrera, the Monaco, the Link, the Aquaracer and the TAG Heuer Formula 1. Featuring luxury materials and uncluttered lines, these sophisticated ladies’ timepieces perfectly uphold the band’s heritage of fine workmanship and impeccable precision that have been its hallmark for more than a century.

Indeed, TAG Heuer timepieces represent more than simple luxury or precision. They symbolise the finest Swiss craftsmanship thrust brazenly into the future. Where dependability meets aesthetics, artistry meets technology, elegance meets the avant-garde: TAG Heuer gives new meaning to luxury watches for men and women.

18 Apr. La Maison TAG Heuer Touring Museum continues its epic journey in Shanghai.

First stop : Shanghai, Gran Gateway mall.

Shanghai, 18 April 2014

Jenson Button was present to officiate the opening of La Maison in China, the traveling version of the famous TAG Heuer 360 Museum in La Chaux-de-Fonds, Switzerland. And the magic recipe worked again...... Gran Gateway Mall was crowded, TAG Heuer made the buzz !

Jenson Button could enjoy a short watchmaking lesson with Marko Maekinen, TAG Heuer Haute Horlogerie watchmaker.

As Jack Heuer puts it, “Each of the pieces in this show is a precious member of my family. From the oldest stopwatch to the newest chronograph, they show who we are and what we’re made of. I am delighted that the whole world will finally have the opportunity to see and share this with us, to know us by our proudest achievements, most breathtaking creations, and most intense moments.”

Apart from the historical timpeieces on display, one of the main highlights of the event was the stunning La Maison set-up itself. The structures came in 75 crates and took the team 3 nights to set up each element, all crafted with accuracy and precision. Each layout was intertwined to form a delicate lattice which could be seen from the aerial view of the exhibition.

The event ended on a high with a typical Chinese performance Lion dance as well as DJ Naomi. La Maison TAG Heuer which began its epic journey in Kuala Lumpur last February, is now in Shanghai, soon in Beijing ! Its next port of call will be Busan-Korea, Hong-Kong... before crossing the Pacific to live the American dream in Houston, Philadelphia, Miami and Dallas.

Watch the video