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.

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.