SpotlightIntroducing TAG Heuer’s New Brand Campaign, The Carrera Date Twin-Time Watch, And Other Novelties At Watches And Wonders

In their 165th year, TAG Heuer have much to celebrate, including a rebranding effort that is ‘Designed to win’. This year, at Watches and Wonders, the maison have a number of new updates to show for many of their collections. Besides the new Carrera Day-Date with subtle design tweaks that update the collection, TAG Heuer also present the Carrera Date Twin-Time timepiece in a teal dial. A new version Monaco Split Seconds Chronograph housed within a ceramic case celebrates TAG Heuer’s return as timekeeper of Formula-1. Other novelties showcased in Geneva include nine new colourways—six of which are limited editions—of the Formula 1 Solargraph.

‘Designed To Win’

The branding upgrade from their previous ‘Don’t crack under pressure’ is inspired by an interview of former F1 champion and TAG Heuer ambassador Ayrton Senna where he said, “I’m not designed to come second or third, I’m designed to win.” Through black and white images, champions of the brand, including Senna, illustrate TAG Heuer’s legacy of pushing boundaries.

TAG Heuer's rebranding is inspired by a quote by brand ambassador and F1 champion Ayrton Senna: “I’m not designed to come second or third, I’m designed to win.”

Through black and white images, champions of the brand, such as reigning F1 champion Max Verstappen, illustrate TAG Heuer’s legacy of pushing boundaries

This new ethos of TAG Heuer will be showcased via a film, with a voiceover by brand ambassador and Hollywood star Ryan Gosling

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TAG Heuer Carrera Day-Date And Carrera Date Twin-Time

Subtle design tweaks to the brand’s Carrera Day-Date models update the collection. Besides the design, what really makes the collection contemporary is the movement with. Now powered by the new calibre TH31-02, the redesigned shield-shaped rotor can be viewed through the exhibition caseback. Black, red and blue dials display a tone-on-tone day and date window at three, and the minute track has been redesigned to look edgier. One timepiece in teal stands way ahead of the rest. This is the new Carrera Date Twin-Time, with a 24-hour scale marked in teal and silver tones on the flange. A special red-tipped GMT hand on the dial is a nod to collectors, as it evokes an essential tool for watchmakers—a pair of tweezers. Rhodium plated Arabic numerals sit on the periphery of the dial, and an aperture at six displays the date. Powered by the TH31-03 calibre, the watch offers a power reserve of 80 hours.

TAG Heuer Monaco Split Seconds Chronograph F1

Last year’s release gets an update in ceramic with the Monaco Split Seconds Chronograph F1. A 41mm case in white, sandblasted ceramic, with a ceramic crown and pushers frames a translucent, red tinted dial, with the open-worked centre exposing the titanium calibre TH81-00. Square black sub-dials display British commemtator David Croft’s word, ‘Lights out and away we go.” Skeletonised and partially lume-filled central timekeeping hands share their axis with a white chronograph hand and a red split seconds chronograph hand.

TAG Heuer Formula 1 Solargraph

Nine new models of the new Formula 1 Solargraph collection are crafted from steel, with or without a DLC coating, or bio-polyamide. This material that harnesses energy from the sun to charge the timepiece is also what the watch’s unidirectional rotating bezel is crafted from. Powered by the brand’s calibre TH50-00, just two minutes in the sun is enough to charge the watch for the day. With cases sized at 38mm, up from the previous 35mm, the watches are offered in cool, racing-inspired colourways.

Nine new models of the new Formula 1 Solargraph collection are crafted from steel and bio-polyamide, a material that harnesses energy from the sun to charge the timepiece