TAG Heuer men’s luxury watches and women’s swiss watches make timekeeping an art.

Within the world of Swiss watches and luxury watches – well known for their quality and precision – TAG Heuer timepieces are in a class apart. Featuring the most advanced technology and unconventional design, they are much more than luxury timepieces or sports watches – they are the benchmark in watchmaking.

Indeed, TAG Heuer chronograph watches are recognised as the height of Swiss watch timekeeping accuracy. As such, the brand’s luxury sport watches are the official timekeepers of one of the world’s most prominent races, the Monaco Grand Prix. TAG Heuer is also proud to be the official partner of Oracle Team USA, winner of the America’s Cup, and cherished Formula 1 automotive manufacture McLaren – bringing together speed and timekeeping precision in perfect harmony.

In doing so, TAG Heuer combines hand craftsmanship with the best in today’s technology. Its ladies’ and men’s watches inspire innovation and excellence while upholding its rich heritage. Fully modern yet decidedly timeless, a TAG Heuer swiss watch exceeds mere aesthetics: ensuring this first-rate mechanical precision, its automatic watches boast high frequencies beginning at 21,600 vibrations per hour and climbing all the way to 360,000 vibrations per hour, as exemplified by the Calibre 360. It is not surprise, then, that a number of its automatic watch movements have earned the prestigious Official Swiss Chronometer Control (C.O.S.C.) certificate.

When it comes to aesthetics, TAG Heuer swiss timepieces are just as impressive. Fashioned by the field’s utmost experts, these luxury Swiss watches blend the finest materials in perfect harmony. Whether utilising the best in traditional materials – like solid gold or stainless steel, calfskin or alligator leather – or complementing them with more current, contemporary materials – like high-tech rubber and modern fabric – TAG Heuer blurs the lines of what sports watches and luxury watches truly are. Likewise, with fine brushing, black PVD finish and ruthenium treatment, the watches’ quality finishes are both sophisticated yet innovative, attractive yet ever functional.

Not to be left behind, its watches for women are the summit of discrete elegance, with its diamond watches adding a particularly soft sparkle of femininity to the iconic men’s watch models that have built TAG Heuer’s reputation: the TAG Heuer Carrera, the Aquaracer, the Monaco, the Link and the TAG Heuer Formula 1. Boasting luxury materials and clean lines, these tasteful ladies’ timepieces continue the tradition of expert craftsmanship and impressive accuracy that have shaped the brand’s DNA for more than a hundred years.

All this to say that TAG Heuer timepieces are about more than just luxury or precision: they embody the best that Swiss craftsmanship has to offer. Arrestingly beautiful yet fully dependable, finely crafted yet resolutely high-tech, strikingly contemporary yet timelessly refined: TAG Heuer gives new meaning to luxury watches for men and women.



"From the start, I set my sights high. I didn’t care what people thought. I wanted my work to speak for itself, and totally silence the critics."

Before Jean-Michel Basquiat, the line between street art and ‘real’ art was uncrossable. Graffiti was defacement, a form of vandalism.

After him, street art became gallery art, one of contemporary art’s hottest commodities. His meteoric rise to the top, however, never got to him; he never cracked under the pressure of the art market, or changed his intense commitment to painting. For him, art was, always, everything.


Just as Basquiat challenged conventional aesthetics by bringing street graffiti into the gallery, TAG Heuer challenged watchmaking aesthetics.
He was never going to accept the categories and limits that others wanted to impose upon him, even if it meant going too far, too fast—and dying too young. He was never going to be just another Brooklyn kid with a spray can who thought he had something to say...

The streets were his roots—sleeping on park benches from the time he was 15—but Picasso and Warhol were his peers, and immortality his destiny. Born in 1960, dead of an overdose in 1988, Haitian, Puerto-Rican, American, black, but always more than the sum of these parts. A provocateur. A performer, A musician. A writer. And, above all, an artist, a painter who put every ounce of energy and ambition into his work, into complex constructions of text and image—800 in all—that changed the way the world looked at and thought about painting. His canvases – ironic, iconic, politically astute, socially aware – caught the adrenaline-fueled spirit of an era and made him a star—the dreadlocked wild child in paint-splattered bespoke suits who showed in major galleries and museums around the world. But his dedication to his craft—to working every day—never changed. It only grew, along with his vision and talent. Which is why he is the perfect TAG Heuer Ambassador. Because just as Basquiat challenged conventional aesthetics by bringing street graffiti into the gallery, TAG Heuer challenged watchmaking aesthetics. Like TAG Heuer, he was a path-breaker who refused limits and, no matter what, never cracked under pressure.



For more than 150 years, TAG Heuer has faced down every challenge, and then pushed past it. By defying the time-honored conventions of Swiss watchmaking, it has led it to ever higher levels of precision and performance. It makes its own rules, chooses its own path, never quits moving forward, never compromises, never cracks under pressure, just like its ambassadors.