TAG Heuer became the Official Timekeeper & Official Watch of the Formula 1 Red Bull Racing team in December 2015. The two brands announced the new name of the 2016 car, “Red Bull Racing – TAG Heuer RB12″, with TAG Heuer being included in the team’s official name, apparently the first time a watchmaker has ever been named directly in the official title of an F1 team.

Over the weekend, at the Formula 1 Grand Prix in Monaco, TAG Heuer introduced two special series TAG Heuer Formula 1 Red Bull Racing Team watches.

The steel chronograph bears the team’s colors of midnight blue and red. Fitted with a bezel sporting a tachymeter scale in matte blue aluminum, this piece reflects the DNA of the TAG Heuer Formula 1 collection.

The watch is available in two versions, one of which has a steel bracelet in keeping with the watch brand’s flagship models. And now the model is also available with a strap made from a technical textile for a sportier look, with red stitching inspired by the seat belts of racing cars.

The quartz chronograph movement is accurate to within a tenth of a second, and is displayed on the small counter at 6 o’clock, with the minute counter at 9 o’clock and the current seconds counter at 3 o’clock.

The hands are red, matching the team colors and complement the white counters and deep blue case back perfectly. The back of the case is engraved with the black and white checkered flag, symbol of Formula 1, as well as the exclusive Red Bull Racing Team logo. Price for the steel bracelet version is EUR 1,300.00, while the textile strap version is EUR 1,175.00

Specifications

References:

CAZ1018.BA0842 -Blue dial, aluminium bezel and steel bracelet

CAZ1018.FC8213 – Blue dial, aluminium bezel and strap made from technical textile

Case:

43 mm in diameter, made from polished and brushed steel

Fixed bezel made from polished and sand-blasted steel and matte blue aluminium, with a silver-plated tachometer scale

Sapphire crystal – Polished steel screw-down “Easy Grip” crown with TAG Heuer logo

Brushed steel crown protection – Push-buttons in polished steel

Screw-down case back in brushed steel with the text “Red Bull Racing” – Water-resistant to 200 m

Movement:  

Ronda 5040D – Quartz chronograph with date window at 4 o’clock

Dial:

Blue with 3 white counters: a 1/10 second counter and chronograph hour counter at 6 o’clock, a chronograph minute counter at 9 o’clock and a current seconds counter at 3 o’clock

Hand-applied faceted and polished indices with luminescent markers

Polished hour and minute hands with luminescent markers

Black gold polished counter hands with red tips – Red central seconds hand

Printed TAG Heuer logo and text “TAG Heuer – FORMULA 1″ – Blue and red printed minute track

Strap:  

Triple-row brushed steel bracelet with brushed steel clasp, dual safety mechanism and extension for the motor races, or blue strap made from technical textile with red stitching, inspired by a racing seat belt.

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Yes, the English football season may seem like it only finished five minutes ago, but in fact it is now kicking all over again with the 2016/17 season.

This season, on every Premier League Referee wrist will be found the TAG Heuer Connected Watch. TAG Heuer Connected watch owners will also be able to download the exclusive Premier League watch dial to their watch, and a watch version of the Premier League smartphone app will keep fans up to date with news and results from their favorite teams and across the league.

Photos by Andy Barnham

The app has been designed in partnership with Premier League referees, all of whom will wear the Swiss brand’s watch during the 2016/17 season. TAG Heuer exchanged know-how with leading Premier League officials to develop the app’s functionality and to create an important tool that will help referees keep track of match timings accurately and securely.

The app is simple to use and has been customized to track the natural rhythm of a game of football, covering both 45-minute halves, including stoppage time, as well as the 15-minute half-time rest period and extra time where it’s required. It has been designed to be user-friendly and ‘safe’, with gestures that mean referees can focus on the game without fearing they have accidentally stopped the time.

Premier League referees have been busy familiarizing themselves with their TAG Heuer Connected watches using the app during pre-season warm-up games.

TAG Heuer is the Official Timekeeper of the English Premier League, the Spanish LaLiga, the German Bundesliga, Major League Soccer in the USA, the Copa America, the Chinese Football Association Super League and the Australian National Football team.

In July, TAG Heuer also became the Official Timekeeper and Global Partner of one of the world’s biggest and most historic football clubs, Manchester United.

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TAG Heuer has re-opened its Sydney Flagship store at its landmark Pitt Street Mall address. With the newly refurbished store, TAG Heuer presents its new retail design concept, a new look and feel for the brand.

TAG Heuer friends of the brand, Jamie Durie and Torah Bright helped to officially open the boutique, cutting the ribbon alongside TAG Heuer’s General Manager for Australia, Pierre Blouin. Also present were Erin Holland, Danielle Cormack, Lauren Eagle, Angela Bishop, and Fabian Coulthard to toast to the new look store.

The event tied in with the arrival of the newly released Aquaracer ceramic collection. Developed by TAG Heuer’s in-house design and architectural team in Switzerland, the new boutique demonstrates the brand’s realignment whilst underscoring its four areas of expression: sport, lifestyle, art and heritage.

The eye-catching vegetal design, derived from the triangular shape of the TAG Heuer shield, is used in different scales on the exterior of the boutique. The stylish lines are also a reference to a watch mechanism and reflect the concepts of performance, innovation and avant-garde spirit espoused by the brand, as well as its mindset #DontCrackUnderPressure.

The TAG Heuer shield reinterpretations continue to the interior of the 96m² boutique. The monotones of TAG Heuer grays and blacks complement the use of stone which is a reference to the brand’s Swiss roots of heritage and craftsmanship, whilst the mix of traditional and innovative materials embodies the brand’s spirit creating a vibrant showcase of the TAG Heuer collection.

“Continuing our residence in one of Australia’s best shopping addresses with the world’s first unveiling of TAG Heuer’s new retail concept marks yet another milestone in the brand in Australia, especially given the presence of such immense local demand for what the brand offers. Australia constitutes one of TAG Heuer’s largest and most dynamic markets. We have developed the brand in the region since the 1980’s in a spectacular way, which today makes TAG Heuer the leading Swiss watch brand in the “affordable luxury” time-piece category. Australia remains one of our top priority markets with further expansion to take place in the future.” “No tradition, no innovation. No innovation, no future”. Jean-Claude Biver, TAG Heuer CEO and President of the LVMH Watch Division.

 

The new TAG Heuer Flagship at Westfield Sydney continues TAG Heuer’s dynamic retail development strategy in Australia, which saw the opening of a new Flagship in Melbourne’s new luxury precinct, St Collins St in May, and will see the first Flagship for TAG Heuer open in the Gold Coast in the newly redeveloped Pacific Fair shopping precinct in November, with another Boutique to follow in Australia in early 2017.

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TAG Heuer, official partner and timekeeper of Germany’s 1st and 2nd Bundesliga (national leagues) since the start of the 2015/2016 season, has just appointed Mats Hummels, defender with FC Bayern München and 2014 World Cup champion as part of the German national squad, to join its dream team of ambassadors.

One of the top tacklers in the Bundesliga, Mats Hummels has received excellent training, both technically and tactically, and is renowned for his precision passes. He is also one of the fairest players in the Bundesliga.

In anticipation of the Bundesliga’s 2016/2017 season, which is about to kick off, TAG Heuer is also presenting the new team line-up. Both on and off the pitch Mats Hummels will give the #DontCrackUnderPressure presence to TAG Heuer’s Bundesliga commitment, and will drive the brand forwards, especially on the German market, with a broad-based advertising campaign and joint marketing activities.

“Timing is particularly important in football – on receiving the ball, in every tackle and in every attack, right up to the final second of a game. So it makes sense that I’ve always been conscious of the time factor. I’ve also been following the TAG Heuer activities for a long time now, and am always fascinated by the new developments, innovations and the team of fantastic ambassadors who present the brand globally.” Mats Hummels

“Mats is a footballer who sets the tone by virtue of his mentality and charisma. He is praised for his calmness when in control of the ball and the confidence he radiates, even in high-pressure situations. He is a genuine embodiment of what the TAG Heuer brand stands for with its slogan #DontCrackUnderPressure.“

“Football is the most popular sport in the world. Football is like a language between people or a religion. With football, we communicate passion, emotion, joy, dreams, team spirit, organization, strategy and finally victory, values that are also carried by our brand and more importantly by the people who buy and wear our watches.” Jean-Claude Biver, CEO of TAG Heuer & President of LVMH’s watch division

The new partnership was announced on the roof gardens of the luxury hotel Bayerischer Hof in Munich. On this occasion, Mats Hummels took the opportunity with TAG Heuer to raise the amount of € 10’000, which he donated to UNICEF.

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The first patent for a watertight watch case was filed by Edouard Heuer in 1892.  It was an immediate success. Since that time, TAG Heuer’s Aquaracer collection, created in 2003, has continued to evolve, developing into the perfect timepiece for all kinds of extreme conditions, not just diving and other seafaring activities.

Robust and water-resistant to 300 meters, the Aquaracer models feature a ceramic uni-directional rotary bezel, with its twelve sides and six studs, a screw-down crown, large luminous indications on the indexes and hands and a screw-down case back engraved with a diver’s helmet.

The 2016 Aquaracer model sees an increase in both power and size, boasting a larger case, 43 mm compared to the previous 41 mm, in polished and satin-finished steel. The ceramic bezel has been restyled with the engraved silver lacquer numerals offering effortless sophistication. It also features the magnifier on the date window at 3 o’clock (reintroduced last year). At its heart beats the Caliber 5 automatic mechanical movement, offering proven accuracy and reliability.

The new Aquaracer 300m Ceramic Automatic Caliber 5 comes in a choice of two versions: with black dial, black ceramic bezel and steel strap, or with blue dial, blue ceramic bezel and steel strap. There is a new rubber strap for 2016 which is available on both the 41mm and 43mm models. The strap (Ref. FT6069) integrates with the case and is a new design for the Aquaracer range. This strap is made of 3-row polished and satin-finished steel, and is secured by a deployant buckle. It also features safety push-buttons and a diving extension.

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Last week we showed the new Aquaracer 300m in ceramic and stainless steel. Now we have the quintessential sports watch in a Black Titanium version. It features Grade 2 titanium with black titanium carbide coating, a strap made from blue nylon with a rubber inner, and a case 43 mm in diameter.

The all black unidirectional ceramic bezel has a sophisticated new design featuring engraved numerals with blue lacquer. The crystal of the date window also features a magnifier, reintroduced last year. At its heart beats the Caliber 5 automatic mechanical movement with proven accuracy and reliability.

The high quality of the Aquaracer’s finishes and functions make it one of the best value timepieces on the market. This model is available in three colorways: blue, black-and-red, and sand-colored. The recommended retail price is around $2,800, but it can be found online for $2,095.00.

Specifications

WAY208B.FC6382 (blue details and blue nylon strap)
WAY208A.FC6381 (red details and black strap with red topstitching)
WAY208C.FC6383 (sand-colored details with sand-colored strap)

Movement: TAG Heuer Automatic Caliber 5 with date
Case: Diameter 43 mm Grade 2 titanium with black titanium carbide coating
Uni-directional rotating bezel in matt black ceramic
Engraved numerals with blue, red or sand-colored lacquer and a SuperLuminova™ dot at 12 o’clock
Sapphire crystal with anti-reflective, scratch-resistant coating
Screw-down crown in sand-blasted black titanium carbide
Screw-on case back in sand-blasted black titanium carbide engraved with a diving bell
Dial Matt black dial with striations
Blue, red or sand-colored faceted, polished, hand-applied indices with luminous grey markers
Blue, red or sand-colored faceted and polished hour and minute hands, with luminous grey markers
“TAG Heuer” logo & “Aquaracer” printed in blue, red or sand color at 12 o’clock,
Inscription at 6 o’clock reads “CALIBER 5 – AUTOMATIC – 300M/1000FT” (in blue, red or sand color)
Timers printed in grey
Date window at 3 o’clock with magnifier
Water-resistance 300 meters
Strap Made from nylon, in blue with black top-stitching, or black with red top-stitching or sand color with white top-stitching. Black titanium folding buckle with black titanium carbide coating and push-piece safety mechanism. Rubber inner

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Last night, TAG Heuer paid tribute to boxing icon Muhammad Ali, hosting a charity event attended by Lonnie Ali, well-known personalities from the world of boxing including those who fought Ali, George Chuvalo, Earnie Shavers, and fighters who were inspired by him, Evander Holyfield, Roberto Durán and Julio César Chávez González.

Naturally Jean-Claude Biver, TAG Heuer CEO & President of the LVMH Group Watch Division, was in attendance with a cheese brought from his own dairy farm. He met Ali in December 2012. Ambassadors and friends of the brand included TAG Heuer family, ambassadors Tom Brady, Henrik Lundqvist, and Iris Apfel, a friend of the brand, were also present at the tribute. The event was co-hosted by Paul “Magic Man” Malignaggi in the famous Gleason’s Gym in DUMBO, Brooklyn where Muhammad Ali trained in the presence of its owner and manager, Bruce Silverglade.

Muhammad Ali is responsible for some of the most legendary moments in sports and civil rights history. More than 50 years after he emerged as a Gold Medallist at the 1960 Rome Olympics, Ali remains one of the most recognizable men in history.

His work ethic, revolutionary techniques, and fearlessness towards standing up for his beliefs, all contribute to the legend that was Muhammad Ali. Among his countless awards and accolades, he was named Sports Illustrated’s “Sportsman of the Century,” GQ’s “Athlete of the Century,” was a United Nations Messenger of Peace, and has received the Presidential Medal of Freedom, and the Amnesty International Lifetime Achievement Award.

A commemorative watch from TAG Heuer, was presented by The Muhammad Ali Center with a pair of autographed boxing gloves that were auctioned at the event. All proceeds will go to The Muhammad Ali Center in Louisville, KY. “Tribute to Muhammad Ali,” a collection of special edition steel timepieces, was also unveiled at the event – inspired by the famous TAG Heuer Ring-Master watch currently on display in the TAG Heuer museum.

The watch, created by TAG Heuer, was inspired by the famous Ring-Master stopwatch introduced in 1957 and now on display in the TAG Heuer museum. The Ring-Master was equipped with 7 rings, each one featuring a different scale, including one for boxing.

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The TAG Heuer name will continue to feature as part of Red Bull Racing’s designation in the official Constructors’ listings. The TAG Heuer logo will continue to be seen prominently on the car, drivers and members of the Team. And, in continuation of the current terms of the agreement, the car name for the 2017 season will be the “Red Bull Racing – TAG Heuer RB13″

2016 marked the first time that a watch brand has had its name directly attached to the name of a Formula One Constructor.

To coincide with the last Formula One Grand Prix of the season, Marc Biver, TAG Heuer Global Sports Director, and Christian Horner, Team Principal of Red Bull Racing, were joined by a number of guests and media on the Rooftop of the Yas Viceroy Hotel on Yas Island to jointly announce that Red Bull Racing will continue to run with TAG Heuer branded engines for two more years, through the 2018 season.

They were joined by Red Bull racing driver Daniel Ricciardo and, together, the three men pressed a button to start a clock counting down to the next Grand Prix, which will take place in Australia on 26 March 2017. It symbolizes the partnership between these two brands for the coming seasons.

“Formula 1 is part of TAG Heuer’s DNA. Red Bull Racing is a young, dynamic and driven team, perfectly in tune with our marketing strategy. This extension will give us even greater visibility, with a real focus on the future. We have a lot of different projects ahead of us in 2017, projects which are both creative and exciting. Our motto #DontCrackUnderPressure is our guiding principle in all our actions, with the support of the Red Bull Racing team and its highly contagious enthusiasm.” Marc Biver, TAG Heuer Global Sports Director

 

“I am very pleased to be extending our engine partnership with TAG Heuer. TAG Heuer and Red Bull Racing are two brands which both have a passion for racing and a drive to do things differently, and this forms the basis of our partnership. The TAG Heuer motto of ‘Don’t Crack Under Pressure’ is something that we at Red Bull Racing live by day-to-day, so we look forward to helping TAG Heuer tell that story in the seasons ahead.” Christian Horner, Team Principal, Red Bull Racing

Already the Official Timekeeper, Official Watch and Team Performance Partner of the Red Bull Racing team, following an agreement signed in December 2015, it was the team’s atypical approach to sport, performance and entertainment which appealed to TAG Heuer and which continues to be perfectly in line with the avant-garde Swiss watch brand’s marketing strategy.

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And so it begins. SIHH, the first major Swiss watch fair of 2017, kicks off today. The Geneva Watch Fair has broadened its horizons in 2017, with the arrival of new brands and even an open day for the public.

TAG Heuer is unveiling its first proprietary men’s chronograph made entirely from ceramic, including the bracelet. Totally black and totally matte.

Presented for the first time two years ago at Baselworld, the Carrera HEUER-01 is THE signature Chrono model from the TAG Heuer manufacture. In 2015, the watch formed the cornerstone of a burgeoning new collection, with a new design, a new HEUER-01 in-house calibre, and a new modular case design with 12 different elements enabling multiple combinations of materials and colors.

For 2017, the sleek chronograph — the brand’s current best-seller — has been entirely produced using matt black ceramic. The case, bezel, lugs and case middle (all the parts exposed to friction) are made from black ceramic. This material offers unparalleled scratch-resistance. It presents a micro-blasted finish for a flawless deep black design.

Technically, to guarantee perfect water resistance to 100 meters, steel is always present on all the functional parts of the watch (inner box section, screw-down case back, push-pieces etc.) to enable the gaskets (crystal gasket, case-back gaskets, push-piece gaskets and crown tube) to fulfil their function.

The watch is sleeker than ever, with a more contemporary look, and the ceramic bracelet with its H-shaped links and matt finishes is a pleasure to wear. In fact, ceramic seems the perfect material for the watch industry. It is hard, and yet soft to the touch, as well as highly scratch-resistant. It keeps its original color, and does not oxidize. It is hypoallergenic (important if you wear your watch for 10 to 12 hours a day) and is lighter than steel.

Having benefited from five years of optimization, the HEUER-01 caliber has attained a high level of quality while its production costs have been carefully managed, making it the only 45 mm Manufacture-made Chronograph using this type of material available for between 5000 and 7000 CHF, depending on the version.

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In 2016, TAG Heuer announced that exactly 710 Heuer-02T Tourbillon movements were certified by the independent testing body, Contrôle Officiel Suisse des Chronomètres (COSC).

These 710 pieces were produced by the TAG Heuer Manufacture, at its La Chaux-de-Fonds and Chevenez sites in Switzerland. From machining to fitting of the main plate, assembly of the movement, adjustment and fine-tuning, casing-up, functional and aesthetic testing, engraving, and fitting of the bracelet or strap: every step is performed in Switzerland, in-house, at the TAG Heuer Manufacture.

The Heuer-02T COSC Chronograph Tourbillon movement was designed and developed entirely at TAG Heuer. This skeleton movement comprises 284 components, within a diameter of 31 mm (13 ¾’’’ [lignes]) and a thickness of 6.9 mm, and beats at a frequency of 4 Hz (28,800 vibrations/hour), boasting a 65-hour power reserve.

Its design, which is deliberately conceived with the strategic aim of falling below the CHF 15,000 mark, was originally launched in 2015. For this to be possible, every team within the manufacture (engineers, watchmakers, designers, purchasing, production) was involved in the process to enable costs to be optimized at each stage.

Thanks to this synergy, the challenge was successfully met, and the finished piece was unveiled at BaselWorld 2016.

In the Swiss watchmaking industry, a price of CHF 14,900 for a Tourbillon watch is a highly competitive. The price point is in line with Jean-Claude Biver’s desire and strategy to make TAG Heuer the leader in accessible luxury.

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As TAG Heuer and Manchester United unveil their first, official club Special Edition watches, the irrepressible Jean Claude-Biver, President of the LMVH Watch Division, at an age when most men would be relaxing and pruning the roses, is doing his bit to promote the new watch range.  He even brought over his signature cheese wheel from his own dairy farm all the way to the world famous Old Trafford football ground.

Club and England captain, Wayne Rooney, as well as first team players Zlatan Ibrahimovic, David De Gea and Ander Herrera, made a surprise appearance at the store to present the watch collection to the waiting crowd. They delighted the public by participating in the sales of the first stamped Manchester United watches.

In the run-up to the launch, fans were challenged to take part in the TAG Heuer and Manchester United Pressure Test Challenge, competing against the clock in the ultimate quiz. The four most successful fans were invited to Old Trafford on the day of the launch to compete against the four first team players present in front of a crowd of 300.

The two special edition watches feature Manchester United’s black and red club colors.

TAG Heuer Formula 1 Manchester United Chrono Quartz

TAG Heuer Carrera Heuer 01 Chrono in-house Caliber Manchester United

A TAG Heuer Carrera Heuer 01 Chrono in-house Caliber Manchester United contains the in-house Heuer-01 chronograph behind a black skeleton dial, which has a red of Manchester United club logo at 9 o’clock. It is offered with a red alligator strap priced at £4,800.

Then there’s a more affordable TAG Heuer Formula 1 Manchester United Chrono Quartz carrying the Manchester United logo on the 1/10th  second counter at six o’clock. This watch will retail for £1,300. 

The watches will be on sale online at store.manutd.com and tagheuer.com, at the Manchester United Boutique at Old Trafford, and at selected TAG Heuer retailers

“Our partnership with Manchester United seals the important and strong involvement in Football of TAG Heuer. We are particularly proud and pleased about this partnership, as it will be key in the promotion of our brand in Asia where Manchester United is one of the most loved brands you can find. We are always trying to build what we call a 360-degree partnership. Our relation therefore goes beyond being just a time keeper or having a visibility in the Stadium. And besides creating events together, we are also engaged in promoting with the Club and the players special dedicated watches designed for the Club. In any case there is no limit to the depth and width of our partnership”.

Jean-Claude Biver, TAG Heuer CEO and President of the LVMH Watch Division

“Manchester United and TAG Heuer is an ideal partnership, two icons at the pinnacle of their industries, working together to build on their history and success. The Club is very proud to have the Manchester United crest feature on two of TAG Heuer’s most popular timepieces. A watch is something personal that you wear every day and by creating both of these desirable pieces TAG Heuer has produced items of memorabilia that are not only quality, wearable products, but also luxury, treasured items that will forever connect fans to the club.”

Richard Arnold Manchester United Group Managing Director

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Unveiled in 2015, the TAG Heuer Carrera Heuer-01 opened the doors to a new audience. A 45 mm Skeleton Manufacture Chronograph with a contemporary sports design, and coming in at under 5000 CHF, it redefined the notion of value for money.

This year, the chronograph is being unveiled with a slightly smaller diameter of 43 mm, in a choice of three versions: intense black, deep navy blue and an elegant cognac brown.

The brilliance of the polished ceramic tachymeter bezel echoes the polished, satin-finished steel of the iconic 12-part modular case. The skeleton dial, the trademark of the Heuer-01, and the sapphire caseback reveal the beauty of the mechanism.

The chronograph operating levers and the date disc are open-worked on the dial side. On the case-back, the red column wheel, a bold visual anchor, the skeleton chronograph bridge and circular black PVD weight also draw the eye into the mechanism, which is equipped with a clutch with oscillating pinion.

All of the movement’s Chrono functions are identified by the color red, in a nod to the world of motor racing: the central seconds, the 30-minute counter, the 12-hour counter and the Start/Stop push-button. A sporty exterior complements the Heuer-01 Manufacture Chronograph movement, named in honor of the brand’s founder, Edouard Heuer. It’s numbered 01 because it was the first of a new generation of chronographs.

After more than five years of continuous improvement and optimization, it now offers a high level of quality and is one of the few 100% Manufacture Chronographs available for less than 5000 CHF.

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Announced just this morning, the TAG Heuer Connected Modular 45 is the first TAG Heuer modular luxury watch bearing the Swiss Made label. Swiss tradition married to technological innovation.

Water resistant to 50 meters, designed, developed and assembled in Switzerland by TAG Heuer, the Connected Modular 45 features an original concept said to be brand new in the field of connected watches: the connected module is interchangeable with an Haute Horlogerie mechanical module – 3 hands or Chronograph Tourbillon COSC certified – offering a vast choice of materials, colors and combinations.

The concept of modularity also applies to the lugs, strap, and buckle. It’s a luxury watch which can be completely tailored to suit your mood. The watch was engineered in collaboration with Intel and features GPS, an NFC sensor for payments, a stunning high definition AMOLED screen, a wide selection of unlimited customizable TAG Heuer dials.

Google’s Android Wear 2.0 and the new TAG Heuer Companion app improve the software experience. TAG Heuer state the watch was made using only high-quality materials such as titanium, ceramic, and rose gold.

As of today, the watches will be on sale in TAG Heuer boutiques, from a selection of retailers, or available for delivery via the brand’s online webstore. The watch will retail at $1,650.00

Live launch pictures

Scott Sitkiewicz was at the launch yesterday in San Francisco and he has kindly sent us these pictures:

Watch the presentation video

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TAG Heuer says the time has come to switch to Commando mode because military style is this year’s hottest trend. With khaki everywhere, and printed camouflage making a powerful return, it’s important to avoid the fashion fail of a head-to-toe look, just subtle hints are enough. The Aquaracer Camouflage being a case in point.

Edouard Heuer filed the first patent for a watertight case in the history of watchmaking in 1892. Since that time, the Aquaracer (the collection created by TAG Heuer in 2003) has continued to evolve, developing into a watch for all kinds of extreme conditions, not just diving and other seafaring activities.

Water-resistant to 300 meters, the robust lightweight case is machined from lightweight Grade 2 titanium with a matt black PVD treatment to reinforce its stealth effect, so as not to catch the light or the enemy’s eye. The bezel has a minute track (graduated every minute for the first 15 minutes) and is made from matt black ceramic, which is also particularly scratch-resistant.

The watches come on a NATO strap, tone-on-tone to match the dials. For the “Arctic” model, TAG Heuer has developed a custom pattern, which is woven with threads of different colors. For the “Khaki” model, the watch is complemented by a military green fabric strap, with top-stitching details. Both watches will retail at 2,500 Euros.

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Judging by the less than rapturous reaction to the TAG Heuer Aquaracer Camo 300 meters watch revealed yesterday, TAG Heuer has its work cut out to please Watchuseek readers. Undaunted, the great man himself, Jean-Claude Biver, was on hand yesterday to unveil the new AUTAVIA, a contraction of AUTomobile and AVIAtion. The watch comes with a rotating bezel, large snailed counters and purist black and white legibility.

The Original Autavia Chronograph

Not taking any chances, this watch was chosen last year by 50,000 TAG Heuer fans following an interactive campaign inviting them to choose from 16 vintage models. Originally created in 1962, this tri-compax panda dial model celebrates its 55th anniversary in the form of a neo-retro successor with updated functions and a proprietary movement.

TAG Heuer proclaims Autavia as channeling the spirit of the golden age of motor racing. Water resistant to 100 meters, the new 42mm model is the rebirth of the original Autavia, a name taken from the first dash counter for racing cars and aircraft created by Heuer in 1933.

It’s the first wrist chronograph with a rotating bezel designed by Jack Heuer in 1962. The watch was worn by the best-known racing drivers of the 1960s and 1970s including Jochen Rindt, Mario Andretti, Jo Siffert, and Clay Regazzoni. The design is inspired by the Autavia “Rindt” from 1966, as worn by the legendary F1 champion Jochen Rindt. The watch runs on an Heuer-02 proprietary self-winding chronograph movement.

The watch is available through TAG Heuer’s “See now, buy now” fast fashion concept. As of yesterday, the watch will be on sale in TAG Heuer boutiques, from a selection of retailers, or available for delivery via the brand’s online web store.

A book call “Autavia – Story of an Icon”, accompanies the launch of the watch, which will allow the reader to discover its history and heritage. The watch will retail for CHF4,800.

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#MondayMonday is the name given to the new operation launched by TAG Heuer on its e-commerce site. The idea behind it is a limited number of unique items and experiences will go up for sale online, all over the world, on the first Monday of each month.

The item will be sold at a fixed price, on a first come first served basis, or by auction. All the profits from each sale will be donated to a chosen charity. A new concept that will allow TAG Heuer to establish a regular connection with its digital community.

The first sales will take place today, Monday May 1st. 50 books Autavia: Story of an Icon autographed by Patrick Dempsey, Jack Heuer and Jean-Claude Biver, will be sold for CHF50 each, on the TAG Heuer site. The sale will start at 4pm Swiss time. All the proceeds from this sale will be donated to Make-A-Wish Foundation of Switzerland which grants the wishes of children aged between 3 and 18 living with a serious medical condition to give them hope, strength and joy.

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In 2015, Kingsman: The Secret Service introduced the world to Kingsman – an independent, international intelligence agency operating at the highest level of discretion, whose ultimate goal is to keep the world safe.

In Kingsman: The Golden Circle, there is a new challenge. When Kingsman’s headquarters are destroyed and the world is held hostage, their journey leads them to the discovery of an allied spy organization in the US called Statesman, dating back to the day they were both founded. In a new adventure that tests their agents’ strength and wits to the limit, these two elite secret organizations band together to defeat a ruthless common enemy, in order to save the world.

Kingsman: The Golden Circle stars original cast members Colin Firth, Taron Egerton, and Mark Strong, and introduces new cast members Julianne Moore, Halle Berry, Pedro Pascal, Channing Tatum and Jeff Bridges.

No surprises then that TAG Heuer has announced a global partnership with MARV films and 20^th Century Fox for the upcoming new film from director Matthew Vaughn, Kingsman: The Golden Circle, in cinemas worldwide on September 22, 2017.

Colin Firth and Tamsin Egerton in a scene from Kingsman: The Secret Service

TAG Heuer’s Connected Watch is the Official Watch of The Kingsman.  In the new film, the Kingsman agents will each be equipped with TAG Heuer watches. The Tag Heuer Connected will also be included in the Kingsman collection on sale on Mr. Porter.

“Kingsman means explosions, action, laughter, and, of course, elegance. Its cast of young actors is the stuff of dreams – gentleman who aren’t afraid of anything. This is a perfect fit with TAG Heuer’s target market. This partnership will help us to get even closer to the younger generation. The first instalment was a great success, and we are both proud and honoured to see the heroes of the second film wearing flagship pieces from the TAG Heuer collection.” Jean-Claude Biver, CEO of TAG Heuer and Chairman of the Watch Division of LVMH Group

“For Kingsman: The Golden Circle, we needed a smart watch for our agents. We looked at the different options available, but none of them were elegant enough for a Kingsman. Then I saw an interview on Bloomberg TV with Jean-Claude Biver about his connected watch, and it became immediately obvious; the Kingsman agents would wear the TAG Heuer Connected.” Director Matthew Vaughn

 The watches worn by the characters play a decisive role in Kingsman: The Golden Circle, pivotal to the success of the Kingsman agents’ missions. They needed watches that could withstand anything, be it underwater shots, fight scenes or stunts. Film-goers will see the Kingsman agents wearing the TAG Heuer Connected and the legendary Monaco Calibre 11, worn by the American Statesman agents.

TAG Heuer’s film appearances reached their apex in 1970, when Steve McQueen starred in the film “Le Mans” wearing a Heuer suit and the famous Monaco on his wrist, a square automatic chronograph that had just been launched, and which would become the brand’s signature piece.

 Watch Kingsman: The Golden Circle Trailer

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Watchuseek was invited to the TAG Heuer event where cycling and art collided to celebrate brand partner Amgen Tour of California, America’s premier cycling race, alongside Art Provocateur Alec Monopoly. Though cycling and art are seemingly dissimilar, these pursuits have universal appeal as movement and creation are both fundamental instincts, regardless of country, background or age.

TAG Heuer specializes in uniting divergent worlds, creating disruptive moments that highlight the avant-garde nature of the brand.

Kilian Muller, President of TAG Heuer North America, was onstage to announce the unveiling and to welcome Kristin Klein, Amgen Tour of California President and Executive Vice President of AEG Sports. Muller presented Klein with the new TAG Heuer Connected Modular 45 Watch, the first Swiss Made luxury smartwatch powered by Intel and Androidwear 2.0. The second generation of TAG Heuer’s popular Connected Watch has a module which allows the wearer to change the straps, buckles, lugs, and even switch to a mechanical timepiece. The Connected Modular 45 also has new technical features including built-in GPS and is water resistant to 50 meters, perfect for any athlete on the move.

Alec Monopoly then unveiled his exclusive design for the official Amgen Tour of California and Amgen Breakaway from Heart Disease™ Women’s Race empowered with SRAM Best Young Rider jerseys, specially created with his signature spray paint can. The Best Young Rider jersey is awarded daily to the rider born on or after January 1, 1994, leading the individual general classification. All race jerseys will be provided by technically-innovative cycling apparel brand ASSOS of Switzerland. After the jerseys were unveiled Alec shook things up a bit and spray painted his name across the jerseys.

The Amgen Tour of California men’s event begins May 11th 14 in Sacramento, and the world’s most elite international teams will compete over a challenging 700 plus575-plus mile course along California’s most scenic highways, roadways and coastlines.  The seven- day, seven- stage race will travel south through California’s Central Coast, before finishing May 20 under the palms of Pasadena. The Amgen Tour of California will be featured in the official UCI World Tour calendar for the first time since it was founded in 2006.

TAG Heuer has a long history of supporting professional cycling, dating back to 1946 when the brochure of Swiss watchmaker HEUER mentioned utilizing pocket chronometers to time races and trials. TAG Heuer again ventured into the world of professional cycling in 1985 as sponsor of the HEUER SKIL SEM team and its leader Sean Kelly. From 1986 to 1990, the brand’s involvement continued with Team KAS TAG HEUER and the American 7-Eleven Cycling Team, founded by Jim Ochowicz – the current President and General Manager of BMC Racing Team. TAG Heuer returned to the world of professional cycling in 2016 after a 20 year hiatus and announced a partnership with BMC Racing team. The brand continues to strengthen its commitment to cycling and will partner with 10 major races in the UCI international calendar in 2017, in addition to being appointed Official Timekeeper of the legendary Giro d’Italia, which celebrates its 100th edition in 2017.

More information visit at: www.amgentourofcalifornia.com, www.tagheuer.com

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This spring, TAG Heuer released its second version of their smartwatch, the Connected Modular 45. It’s unique in the smartwatch arena because it’s interchangeable with either a 3 hands mechanical module or a COSC certified chronograph tourbillon.

To bring the watch to life TAG Heuer partnered with Google and Intel to bring high technology alongside traditional whatchmaking in TAG Heuer’s workshop in La Chaux-de-Fonds. Prices start at $1650 USD.

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Undoubtedly, Ayrton Senna left a lasting mark on Formula 1, perhaps more so than any driver before or since. “Magic Senna” is considered by his peers to be one of the greatest drivers the world has ever seen: three world championship titles (1988, 1990 and 1991), 65 pole positions, and 41 Grand Prix victories. The latter include the Monaco Grand Prix, which he won for the first time in 1987.

To celebrate the 30th anniversary of this victory, TAG Heuer releases three new limited edition watches in tribute to the driver. These were unveiled at an exclusive preview during the inauguration of the new boutique in Monaco, attended by special guest, Bianca Senna, the champion’s niece.

For the first time, TAG Heuer’s famous Heuer-01 proprietary movement is paired with the Senna design codes. With an imposing 45 mm case, the Carrera Heuer-01 chronograph in black brushed steel with touches of red houses the skeleton dial and sapphire case back, allowing the precision engineering of the Manufacture movement to be admired. The 45-mm case is made of brushed steel with a black PVD coating and is topped by a domed sapphire crystal with nonreflective treatment on both sides.

A sapphire exhibition caseback, adorned with a red Senna “S” logo, reveals the movement, which is self-winding and holds a power reserve of 50 hours. The crown at 3 o’clock is made of steel and black rubber, and the chronograph push-buttons at 2 and 4 o’clock are in PVD-coated steel. The watch will retail at $6,200.

The other pieces in the series are two Formula 1 models, one of which is the chronograph version, TAG Heuer’s archetypal “motor racing” model. Both watches are 43 mm in diameter and black, highlighted with touches of red, a combination which is a clear nod to the spirit of high speed racing. The dial features three red lines, hinting at the tracks left by a speeding race car. The chronograph version features a quartz movement accurate to a tenth of a second – an indispensable feature in a motor racing watch – powering the small counter at 6 o’clock, with the minute counter at 9 o’clock and the running seconds counter at 3 o’clock.

The three watches in this limited edition all proudly display the famous stylised red lacquer “S”, the exclusive Senna symbol, on the dial and bezel. The bezel also has a minute track, lending the pieces a racing feel and evoking the exceptional skill of Senna.

Each of the watches is available with the bracelet with S-shaped links, as adopted by Ayrton at the height of his achievements. It is both an iconic design and a standard bearer in terms of ergonomics and wearer comfort. On the Carrera Heuer-01 model, each link is rounded on the top, bottom and sides for an exceptionally smooth feel on the wrist. Prices are $1,650 for the Formula 1 chronograph and $1,450 for the Formula 1 three-hand with date.

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