How I came to TAG Heuer

Okay, I admit it: I’ve been into watches most of my life, yet I haven’t paid due attention to TAG Heuer as a brand. All that changed last year during my visit to Baselworld where TAG Heuer announced the new Carrera Heuer 01 and Heuer 02 Tourbillon.

Now I can’t help but take notice. These watches are exactly my style, my taste and everything I look for in a watch. Best of all, these models are priced so I won’t have to sell a kidney or commit some other felonious act to acquire one.

 

But these were just announcements, so I’ll just have to wait and see the real things!

Last July, I made a pilgrimage to Switzerland and was able to secure a visit to TAG Heuer Headquarters in La Chaux-de-Fonds. This location is responsible for TAG Heuer’s design and prototyping as well as the assembly of their automatic pieces. They even have their own museum tracing a legacy reaching back more than 150 years.

It was fascinating to witness a company so steeped in tradition striking such delicate balance with state-of-the-art technology. Sure, there was an abundance of CNC machines and other hi-tech gadgetry, but all that eventually cedes to the skilled artisans who meticulously assemble these timepieces one-by-one.

I have visited several other manufactures over the years, but I must admit, I was quite impressed with quality control at TAG Heuer. During the development of a new piece, they have a myriad of machines that twist, turn, bang, batter and bounce their watches in the most unholy of ways, all in the name of quality.

The brand even randomly pulls production models and subjects them to the same battery of tests in order to ensure the entire line remains robust. I can’t help but appreciate that TAG Heuer builds watches to be worn, worn hard and subjected to the realities of an active lifestyle.

When Jean-Claude Biver took the reins as CEO, like many, I expected TAG Heuer to join the crowded ranks of exotic luxury watches with stratospheric prices. I could not have been more wrong.

When the Carrera Heuer 01 and 02 Tourbillon were announced at Baselworld, I realized he was doing quite the opposite. Not only is TAG Heuer staying true to its roots in affordable luxury, the brand seems determined to bring traditionally high-end features within the reach of mere mortals.

Qualifying this sentiment, I submit exhibit A, the Carrera Heuer 01.

Based on the proven Calibre 1887, TAG Heuer wrapped their in-house column wheel chronograph in a multi-part case sporting an openwork dial and skeletonized date wheel. Though I’ve heard several comparing the 01 to its corporate cousins from Hublot, as a Hublot owner, I disagree. The Heuer 01 is a formidable timepiece in its own right and remains true to the DNA of TAG Heuer. In my eyes, it’s less of a departure for the brand and more of an evolution.

During my visit to TAG Heuer, I was treated to a sneak preview of the Heuer 01 prototype, months before its “official” release. In an upcoming post, I’ll provide a review of the Heuer 01. My review won’t be one of first impressions however; I plan to give it some wrist time and discuss it from experience in the field. (Hint, I’m wearing one as I type this.)

 

Exhibit B, the Heuer 02 Tourbillon, was a quiet announcement at Baselworld. But it wasn’t until I got my hands on the prototype that I realized what TAG Heuer had accomplished. This watch is absolutely stunning! At a price point of $15k or $20k for the All Black…brilliant! Simply brilliant!

Back to the here-and-now, the honeymoon is still going on with my first TAG Heuer, a Monaco LS. This was the first TAG Heuer to really catch my eye. Slightly beefier than the original Monaco, the LS has a modern, technical look that never gets boring. It’s the most unique design in my modest collection and an absolute joy to wear. I love this watch!

As collectors and enthusiasts, we tend to lust for the high priced exotics. I’ve come to appreciate TAG Heuer as a brand that builds practical luxury at a refreshing price. Perhaps that’s why I know more people who wear TAG Heuer than any other Swiss brand.

 

Doctors, lawyers, soldiers and students - TAG Heuer owners are a proud bunch that span every demographic. Their diversity is a story worthy of its own dedicated post (Hmmm…note to self).

 

Finally, Heather approves. My better half is a saint who supports my watch obsession. We’ve attended brand dinners and events together and her appreciation for the art of watchmaking is growing. Still, as a busy lawyer she appreciates the simplicity of a quartz, not having to set the time or change dates. And of all the watches I’ve exposed her to, it was a TAG Heuer Formula 1 that caught her eye. Alas, the perfect Christmas present!

Christmas morning as she opened her gift, a voice from a random family member exclaimed, Holy #!*$@, noticing the logo on the box. His reaction was indicative of a strong brand recognition experienced by the WIS and non-WIS alike.

 

When I met Heather, she never wore a watch. Now she proudly wears her TAG Heuer daily and has already been lured into several conversations on the topic. Ah, the genesis of a WIS!

TAG Heuer is like a gateway drug for luxury watches. You don’t have to be wealthy or well versed in horology to own one, you just need an appreciation for the quality, design and innovation that drives the brand. Though I have numerous other “luxury” brands in my collection, TAG Heuer has managed to convert me to a passionate fan boy with exciting new designs that build on the rich history and tradition that defines the company.

 

The Monaco LS is my first TAG Heuer, but certainly not my last. My next one is already chosen. Stay tuned!