Jean-Claude Biver was applauded at BaselWorld regarding their work and innovation brought to TAG Heuer as director of the brand since last December.
He redefined TAG Heuer’s strategy, starting with a newly refreshed logo and all of the news were presente at the fair.
The shining example of the new TAG Heuer was the Carrera Heuer-01. A bold, highly modern watch, the Carrera Heuer-01 has a Skeleton dial with red and anthracite details, set off by an engraved TAG Heuer logo on the crystal. Adding to this technical look is the modular case, which is made up of 12 different steel and titanium components.
Tthe Calibre Heuer-01 movement is a development of the familiar Calibre 1887, which is made at TAG Heuer’s still-new facility at Chevenez in Switzerland. Biver believes that any watch with an in-house movement should be instantly recognisable from other models in the range- mission accomplished with the Carrera Heuer-01.
There were also three Formula 1 limited editions launched, each designed to highlight one of TAG Heuer’s ambassador/ partner relationships: the McLaren Formula 1 team, French DJ David Guetta and Football superstar Cristiano Ronaldo.
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McLaren Formula 1
The CR7 Formula 1 Chronograph is the most adventurous of the three, with a black titanium-carbide coated case set off with Green detailing and a large “CR7” logo on the 3 o’clock register.
The feature haute horlogerie was not forgotten and it range either, with a new Monaco V4 Phantom adding another chapter to the V4 story, this time featuring a Carbon Matrix Composite case. TAG Heuer’s renewed focus on sharp pricing has meant that the 2015 Monaco V4 is half the price of the 2009 original, even though the Swiss Franc continues its climb into the stratosphere.
The Carrera Calibre Heuer-02, a new tourbillon movement based on last year’s still born Calibre CH80. The proposed price? £10,400 – unheard of for a Swiss-made tourbillon.
The changes do not stop there: there was also the announcement of a new “connected watch” partnership with Google and Intel, with the first connected watch due before the end of the year. Few details on the project were disclosed, but TAG Heuer was clear that its priority was to get the right partners involved, such as Google and Intel.
Exciting times are coming to TAG HEUER, although the traditional Heuer-style will remain.