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.

Savoir faire

Design Lab

It starts with a spark, a synapse firing in the dark. The spark catches fire and grows into a storm – a whirlwind of ideas from some of the best design minds in the world. In the design lab, the brainstorming process is the beginning of any new TAG Heuer timepiece. And producing the right answers is a matter of asking the right questions. During brainstorming for the Monaco V4 concept watch the designers asked, “How can we totally reinvent the basic wheel and pinion movement of a watch?” The answer: the Monaco V4 and its revolutionary belt-driven mechanical transmission.

From the storm of ideas emerges a shape - an initial freehand sketch which captures the pure lines of a new TAG Heuer. The sketch is then given volume by 3D rendering, and then several prototypes are made and thoroughly tested. Meanwhile, the product development team are examining the technical specifications of the design. It is their job to solve some of the fundamental problems in precision watchmaking: How will the watch be watch powered? How will it transmit stored energy? What materials guarantee the level of precision, reliability and quality required over the long term? The avant-garde design of the Calibre S chronograph movement, for example, required TAG Heuer experts to make a special effort to minimize the weight of parts and materials in order to maximise precision.

Albert Einstein said, “If at first the idea is not absurd, then there is no hope for it,” words that TAG Heuer Design Lab have taken to heart. It is this ability to push beyond the barriers of convention and leap into the unknown that makes TAG Heuer design teams so consistently innovative. An innovation which is consistently rewarded by peer recognition and commercial success. Recent collaborations with designer Christophe Behling on pieces like the Monaco Calibre 360 LS Concept Chronograph (winner of the prestigious Grand Prix d'Horlogerie de Geneve, Red Dot and iF Product Design awards) or the Grand Carrera Calibre 36RS Caliper Chronograph (Grand Prix d'Horlogerie de Genève 2008 and Best Chronograph of the Year at the Salon International de Alta Relojeria (SIAR) 2008) have shown time and time again why TAG Heuer remains at the cutting edge of Swiss avant-garde.