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Top Quality TAG Heuer Automatic Watches (451) Items
Top Quality TAG Heuer Automatic Watches (451) Items

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  • GPHG 2015 - 9 facts you probably didn't know about the GPHG

    The official website of the GPHG offers a mine of useful information to those who know how to access and process it. Using data mining techniques, we crawled the site to extract meaningful data about the 3,000-plus watches that have been entered into the competition over the past 14 years in order to come up with nine facts from the GPHG archives.

    Note that this was largely made possible by the fact that the GPHG records its specifications in a standardised format since 2008, allowing the data to be read quite easily. Before 2008, however, only the brand name, model and a descriptive text (which could be either in English or French) are recorded on the official website. And before 2003, only the prize winners, rather than all participating watches, are recorded. The analysis below is therefore based mainly, but not exclusively, on the categorised data available from 2008.

    1) Total number of different brands that have participated: 289

    2) Brand with most number of entries: TAG Heuer (79 entries)

    3) Biggest watch entered: The Bichrono Rafaga by DeLaCour measures a whopping 60.5 x 59mm and was entered in 2013 but did not make the preselection.

    4) Smallest watch entered: Ludovic Lesemann's "Peel Me!" at 15mm diameter.
    The only entry in the competition by jeweller Ludovic Lesemann, the original design of the "Peel Me!" watch took the form of a sphere that could be peeled like an orange to form a bracelet. The 1800 diamonds used in each of the 33 limited edition watches pushed the cost to 90,000 Swiss francs. Sadly, this interesting piece failed to make the cut.

    5) Most popular size of watch: 42mm
    More a point for reflection, this figure is testament to an era of relatively large watches that may well be passing. Will this figure still be the same in five year's time? (Note that this is the most popular single diameter indicated across all 3,000-plus watches and not an average of all the different sizes submitted).

    6) The thinnest watch ever entered: Piaget Altiplano Extra Thin enamel
    A factual inaccuracy in the archives mistakenly throws up a Piaget Altiplano reference G0A33082 as the thinnest watch ever entered in the competition. But the case height of 2mm indicated would make the complete watch even thinner than the movement inside it (which is 2.1mm high)! The real honour goes to another Piaget Altiplano model, the 900P entered in this year's competition, which is the world's thinnest mechanical watch at 3.65mm.

    7) The most expensive watch entered in the GPHG: Hublot 5 million dollars.
    Ironically, it almost slipped through the net in our analysis because the price is not indicated in the watch specifications, even though it is very clear from the watch's name. Submitted and pre-selected in the GPHG 2012, it is by far the most expensive ever seen in the competition, costing twice the price of its nearest rival.

    8) The cheapest watch entered: Azzaro Swiss Legend (365 Swiss francs)

    9) The most water resistant: The limited-edition Pita Oceana model entered in the GPHG 2010 was water resistant to 5000 metres and broke new ground in diver's watch technology. Unfortunately it was not shortlisted in the competition.

    A more technical overview on how we produced this analysis (in English only), together with the programming source code, can be found on this Github page.

  • TAG Heuer - Maria Sharapova and Kei Nishikori winners

    Maria Sharapova defeated Ana Ivanovic 3-6, 6-4, 6-1 to claim her 30th career title and first title of the season. "That was a tough bit of work" said the four-time Grand Slam winner. I had quite a slow beginning to the year, but me and my team have been working hard to get in the position to win titles again, and I'm so happy to be able to do it in Stuttgart."
    During the trophy ceremony, Maria Sharapova was wearing her Carrera Calibre 5.

    Japanese tennis star, Kei Nishikori, sealed his fifth carreer ATP title and first on clay-court Sunday with a 6-2, 6-2 win over Colombian Santiago Girarldo to claim the Barcelona Open. He became the first non-Spanish to win this event since 2002 ! At his wrist during the entire match his TAG Heuer Professional Sports Watch.

  • TAG Heuer - New Flagship Store in Paris

    With an outstanding and contemporary facade, mixing glass and marble on a historical building, the window scenography presents an exceptional magnifying glass crafted with a hyper realistic treatment. An invitation to come closer, to discover all product lines, from timepieces, including the exceptional Haute Horlogerie series, to lifestyle accessories through eye wear and communication instruments, in a 120 Square meters retail area.

    The Champs Elysees boutique has set a new worldwide benchmark for TAG Heuer boutique network.

  • TAG Heuer - Flagship Store Opens in Brisbane

    A glittering guest list of celebrities, sports stars and local social personalities turned out to celebrate the latest development in TAG Heuer's Australian retail strategy.  Philip Richards, General Manager of TAG Heuer for Australasia, welcomed guests to the new, multi-million dollar flagship and staged a Q&A with America's Cup champion, Aussie skipper Jimmy Spithill. Philip and Jimmy were then joined by Jimmy's teammate and fellow America's Cup winner, Tom Slingsby, and Olympic swimming legend Leisel Jones to officially cut the ribbon.   The TAG Heuer Brisbane Flagship store is open on the corner of Edward and Elizabeth Streets in the CBD, offering an exciting new luxury retail experience for the city. 

  • TAG Heuer - Good Results for Team Tilt

    The team was counting on the final double points race to climb onto the podium, but it wasn't to be as the jury declared racing over due to conditions reaching upper wind limits. TAG Heuer provided technical support during Team Tilt's America's Youth Cup bid, along with special TAG Heuer eyewear and chronographs, including the brand's new Aquaracer 500M Calibre 72. The watch, a regatta countdown version of the Aquaracer 500M ('72' refers to the foot-length of the America's Cup catamarans) celebrates two benchmarks in TAG Heuer's on-going commitment to professional aquatic sports: the Aquaracer's three decades at the luxury helm of sailing excellence, and the brand's Official Partnership with ORACLE TEAM USA in the 34th America's Cup.
     

  • Lace and pistons - Highlights of the last quarter

    Once again, the end of the world did not happen. The Mayan prophecy of an apocalypse that was to see the earth open up and swallow us was not fulfilled, and nor were the cataclysmic predictions for the watch markets spread about by prophets of doom and gloom. Watch exports bearing up, especially in the high-end segment. The American market is recovering. The providential Chinese customer still likes watches, especially the most expensive ones, although his appetite is becoming somewhat more moderate. That can only be a good thing, according to the view expressed by Nick Hayek himself, President of the Extended Group Management Board and CEO of the Swatch Group. "We have to calm things down a bit", he said recently when presenting his group's spectacular annual results. He has just made an extremely interesting acquisition by buying up the Harry Winston brand. A fine means for the group to consolidate its feminine range on the one hand, as well as to establish itself on the much-coveted High Jewellery market. In 2011, the LVMH had kicked off a concentration phase in the field by taking over Bulgari, of which Jean-Christophe Babin has just been appointed CEO. The former boss of TAG Heuer will be able to exercise his strategic vision on a new more feminine, more luxurious and more exclusive territory.

      FemininityWith such top management changes, ladies' watches should enjoy fresh momentum. That was indeed the watchword at the SIHH 2013. The Salon gave pride of place to the fair sex, welcoming an unprecedented number of high-quality new models for women. Representing both a growth driver and a demanding creative exercise, feminine horology is gaining renewed independence. In the high-end segment where it flirts with jewellery, creativity and poetry were already the name of the game. The main focus of the new releases was indeed on high-end watches, but more wearable ones. Above all, they are models designed with women in mind and not merely derived from men's watches with a little touch of mascara.  VirilityConversely, this winter's masculine creations are eminently virile and high-octane. The major trend already emerging is that 2013 will be all about cars. Rolex got the ball rolling in January, when the world's leading watch brand became partner and official timekeeper of the world's leading motor-racing championship: Formula 1. The golden crown will thus consolidate its preeminent position thanks to the world's most widely watched motorsport. A few weeks later, at the SIHH, IWC relaunched its Ingenieur model in an interpretation featuring titanium pistons, carbon bodywork and ceramic brakes - all stemming from a partnership with the Mercedes AMG Petronas Formula OneTM team. Again in the domain of 'auto-horology', Richard Mille has signed an agreement with the incredibly consistent rally champion Sebastien Loeb; and Hublot continues to work its partnership with Ferrari with a new complication watch. A few weeks before Baselworld, around 20 major brands had already announced their intention to take the wheel of racing cars, whether through new models or variations on existing historical pillars of their collections.    ChronographsA word to the wise : behind one chronograph lurks another. In this instance, the patent filed by Adolphe Nicole in 1844 was apparently preceded by an 1815 invention ascribed to Louis Moinet and developed for the purpose of astronomical observation. On March 21st, the brand presented a recently discovered "compteur de tierces". The maker's marks identified on the caseback show that work on it began in 1815 and that it was completed in 1816. It displayed 60ths of a second, seconds and minutes as well as hours on a 24-hour dial. The start, stop and zero-reset functions are controlled via two pushpieces. Watchmakers are indeed full of surprises.  

  • Masspiration - Buying into a Dream

    Macaroons and mechanical watches: on the surface there's not much in common, perhaps apart from the fact that neither of them are essential, but have devoted fans. They have been in my mind of late, particularly with regards to two brands that seem to represent, to me at least, something quite similar.


    Recently, a not uncommon event happened in Sydney: the opening of a food establishment and the resultant queues by those determined to be the first patrons. This sort of race to be first mostly occurs for restaurant openings, but this grabbed my attention because it was for Australia's first branch of Laduree, purveyors of cakes, pastries, teas and most famously, macaroons. The hype concerned variations on the theme of "the world's best macaroons": "a touch of Paris in Sydney." Are they the world's best macaroons? Well, that's not the issue, is it? The issue is the branding - and buying the idea of a dream.
     

    At about the same time as this opening, a Twitter discussion concerning "aspirational" brands occurred and the term "masspirational" was utilized, which I think sums the idea up neatly. The first instance I can find of its use is from 2008, but it doesn't seem to have been popularized. It denotes brands that have managed to position themselves to representa a clear identity of having "made it" to the consumer. Ownership of such a product is seen by (a great mass of) people as indicating that a certain degree of wealth or status has been achieved. We live in a very material world after all, and brand signifiers are part of that. Luxury brands, above all.
    Luxury for the masses
    In thinking about the "phenomenon" of the Laduree opening, a number of questions came to mind. The biggest was perhaps how a multinational company with 45 branches in 19 countries has managed to successfully sell this notion of luxury and exclusivity for a mass-produced biscuit. Owned by the Holder Group, Laduree is not a small pastry business in which macaroons are painstakingly handmade. The company has three factories in France, Switzerland and Monaco (the latter two responsible for supplying most overseas markets), with the Paris factory making some 50,000 macaroons per day. That's 18,250,000 pieces per year from one factory alone.
    There are similarities between Laduree's successful marketing and Rolex in the watch world, Louis Vuitton in leather goods, and Gucci for accessories. These are brands that have managed to sell the idea of "luxury for the masses" incredibly well. Additionally, with just a few core designs, extensions and tweaks, they've managed to sustain a high level of demand for them, year after year. After all, as well noted by watch enthusiasts, one of the most bemusing things about Rolex th is the constancy of its designs, while one of the most noticeable things about both Louis Vuitton and Gucci is the ubiquitous and staggeringly popular monograms.
     

    Without millions of masspirational customers, would some brands survive? Diffusion labels, lower entry-level price points, the lure of wealth and fame by association: this is what much of it is about. However, there's a funny thing with large brands that have succeeded in building their identities so bly around notions of aspirational luxury - it can come with a downside : a (perceived or actual, you decide) downgrading of its standing amongst those who got into the brand when it was a little less prevalent, its production perhaps a little less industrial, and who now see its value and exclusivity being undermined by its ubiquity and the fact that it can be seen on the wrists, shoulders or bodies of a lot of people.
    Can mass production be luxurious?
    Is there luxury or exclusivity in a brand that sells hundreds of thousands, if not millions, of its products annually? A brand that has become synonymous with conspicuous consumption and a perception that people are buying it just for the name? Is it possible to somehow "rise above" this if you are buying into a brand for its quality or reliability, in spite of its associations? The thing about these labels is that if you're wearing them, there is a b likelihood that it is going to be identifiable, which is one of their drawcards. Unfortunately, owning certain masspiratonal brands may also send a message to some people that you are an unimaginative consumer.
    One of the most interesting ironies of this type of brand is that many of them are mid-priced luxury, which is part of their appeal. They are achievable.


    There are watch (and other) brands that have been hugely successful in marketing the idea of exclusivity for the general public despite the fact that were it any other product made in such quantities, they would not be seen as exclusive at all thanks to the sheer weight of numbers. Even waiting and queues don't seem to detract from many people's beliefs in the exclusivity of successful masspirational products, though it can be asked how important the "luxury experience" is when buying such a product. In many cases it seems not to be about the experience, but about the end goal of acquisition. Yet to many, the experience is vital.
    The power of marketing
    Perhaps looking at it as nothing more than the triumph of marketing - the ability to make objects even be made in large, nondescript factories still seem to be exclusive luxuries - is a cynical view. but even in this age of canny consumers, there are clearly many who really want to believe stories created by brands and PR agencies, especially in emerging luxury markets. There is definitely still a belief in the power of these stories and in the importance of branding. One need only look at

    Andy Murray's frantic attempts to find his Rado after his win at the U.S. Open to be reminded of the pervasive consciousness of branding and sponsorship.  


    Though at times it seems as though we can travel from country to country and see the same brands, a joyful thing for me has been to see the growing strength of smaller brands and the unabashed enthusiasm and support from collectors toward independent watchmakers, whether they are as well known as Urwerk, or more niche like Habring² and Paul Gerber. The fact that it is possible to meet the watchmaker - the name behind the brand - has been a very powerful and successful way to market these watches. It has made the luxury more personal.
    Are diehard watch enthusiasts influenced by marketing?
    As collectors and consumers, we have quite different (and changing) reasons for why we choose one particular watch or brand over another. Oftentimes, quite critically analytical about brands and models, are we less susceptible to masspirational influences, or are we still subject to similar influences like the broader watch buying public? 
    An interesting question was posted on a watch forum a little while ago: it asked members whether they'd been influenced into buying (or not buying) a watch by other members. Do some watch collectors hold great (unconscious) influence because they are seen as men and women of horological taste and acumen?


    Returning to the quintessential masspirational watch brand - is Rolex "better" than most brands? How has it managed to retain this broad appeal, the air of desirability for so many, the feeling that somehow owning a Rolex confers upon its owner something that wasn't there before? The most popular "luxury" watch brand in Australia is TAG Heuer. It holds great appeal, especially for younger males who had previously only worn inexpensive watches because of its successful sport-related marketing. Perhaps as importantly, because it's seen as an achievable entry level luxury watch, the very possible next step being Rolex.
    Beyond the functions of timekeeping, watches are about something imagined that grabs us in very different ways. However, it's not just watches that try to sell a story; this underpins much of the luxury sector. In the end, all of us, to whatever degree, will find ourselves guilty of buying into at least some of the narrative, whether it be one that has been dreamt up by a marketing team or one with historical roots. Heck, even I bought into it twice, and I haven't regretted it for a moment.
     

  • TAG Heuer - Carrera Collection 2012


    SPEED, EMOTION, PRESTIGE
    In 1963, Jack W. Heuer, the son of Charles-Edouard Heuer, started to work on a new chronograph specifically designed for drivers and motor-racing enthusiasts. A life-long fan of the sport himself, he knew what it was needed: a wide-open, easy-to-read dial and a shock-resistant and waterproof case tough enough for road wear. The following year he launched the result, a mechanical, manual-wound chronograph called the Carrera. For the name, he reached back to a racing legend from the 1950s, the Carrera Pan Americana, a five-day, 3,300 kilometers (2,100 mile) race across Mexico. The most prestigious — and dangerous — endurance race of its day, the Carerra, which in Spanish means "competition of the highest order" remains synonymous with excitement, danger, adventure, and heroism.


    WHEN LEGACY MEETS LUXURY
    It was the perfect name for Jack's most ambitious creation to date. The elegant simplicity, purity and sobriety of the optimized dial design made the Carrera a huge success and launched a golden era of creativity and innovation for the Heuer brand. Among their first wearers were every Ferrari Scuderia driver — legends like Carlos Reutemann, Clay Regazzoni, Jacky Ickx, Niki Lauda, Mario Andretti, Gilles Villeneuve and Jody Scheckter. Other 70s greats also wore the watch, including Jo Siffert, Ronnie Peterson, Emerson Fittipaldi, Denis Hulme and John Surtees. Jack W. Heuer's all-time favorite watch, the extremely rare Carrera 18ct Gold, dates from this era.

    THE CARRERA MAN

    The men who wear the CARRERA CALIBRE 1887, like Leonardo DiCaprio, have no reason to show off. They know who they are and what they want. They epitomize class and elegance, which comes naturally. Effortlessly. Masters of the fastest pace, they never rush. They take their time. They control every moment.
    CARRERA CALIBRE 1887 CHRONOGRAPH ROSE GOLD 41 mm
    An elegant descendent of the original 41mm design, in lustrous 18ct rose gold with a silver or anthracite grey dial. A true sports chronograph — tachymeter on the flange, minute, hour and running second counters on the dial. Alligator strap in black or anthracite.



    CARRERA CALIBRE 17 JACK HEUER 80TH BIRTHDAY LIMITED EDITION 41 mm

    « This Limited Edition Heuer Carrera chronograph has been created by me and is launched to celebrate my 80th birthday »
    Jack Heuer. The man with the vision. The man who designed TAG Heuer's most iconic modern timepieces, including the original Carrera. This year Jack celebrates his 80th birthday with a new limited edition 41mm chronograph. The large opening with counters at 3 and 9 o'clock comes directly from the original design, in a sunray grey dial with Heuer logo and touch of red. In addition it shows on its back Jack's signature together with the Heuer
    Family coat of arms, that dates back from the 15th century. This coat of arms symbolizes for him the entrepreneurial spirit that has been the driving force now for over 150 years.


    CALIBRE 1887
    New editions and innovations continued through the 1990s and into the 21st century. Motor racing will always be the inspiration of the Carrera, but watchmaking savoir-faire drives it forward. The most recent example of its avant-garde position is the Carrera Calibre 1887 Chronograph, TAG Heuer's first high-volume fully integrated column-wheel chronograph movement produced in-house featuring 50-hour power reserve, vibrating 28'800 times per hour and made of 320 components. It won the "La Petite Aiguille" 2010 Best Watch of the Year Award at the Grand Prix de l'Horlogerie de Geneve.


    CARRERA CALIBRE 1887 CHRONOGRAPH 43 mm
    The matching anthracite-coloured dial and alligator strap grab the eyes, but what really holds attention is the simple, clean lines and the broad, uncluttered dial. The precision craftsmanship and attention to detail becomes clearer on second glance.
    The most elegant expression of the CARRERA legacy yet. Leonardo DiCaprio's Carrera.
    Black dial, fully loaded chronograph functionality, timelessly elegant dial and case design..
    Elegant and modern, yet faithful to the timeless codes of Swiss luxury watchmaking, its elegantly minimal design conceals one of TAG Heuer's proudest and most powerful interpretation.


    CARRERA CALIBRE 1887 CHRONOGRAPH ROSE GOLD 41 mm
    An elegant descendent of the original 41mm design, in lustrous 18ct rose gold with a
    silver or anthracite grey dial.

    ___________________________________


     
    Movement: TAG Heuer Calibre 1887 - Manufacture movement - Automatic Chronograph - Date
    Dial
    •Silver or anthracite dial with 3 counters:
    chronograph minute at 12 o'clock
    chronograph hour at 6 o'clock
    embossed running second counter at 9 o'clock
    • Chronograph counters with "azurage" at 6 and 12 o'clock
    • Solid rose gold (18K 5N) hand-applied faceted indexes
    • Polished solid rose gold (18K 5N) hands
    • Black chronograph hands
    • Hour and minute hands with luminescent markers
    • Rose gold-colored TAG Heuer logo & "CARRERA" lettering
    • Tachymeter scale on the flange
    • "CAL. 1887 - SWISS MADE" lettering on the dial
    • Date window at 6 o'clock
    Case
    • Case diameter: 41mm
    • Polished solid rose gold case (18K 5N)
    • Scratch-resistant curved sapphire crystal with double antireflective treatment
    • Polished solid gold (18K 5N) bezel
    • Polished solid gold (18K 5N) push buttons & crown
    • Scratch resistant sapphire caseback
    • Water resistance: 100 meters
    Bracelet
    • Black alligator strap on silver dial
    • Anthracite alligator strap on anthracite dial
    • Solid rose-gold (18K 5N) pin-buckle

  • TAG Heuer - Big acclaim as Tesla Roadster stops in Delhi


    To celebrate its 150th anniversary, TAG Heuer and electric carmaker Tesla Motors collaborated in a worldwide partnership to launch the TAG Heuer's 100% electric Tesla Roadster. During its exclusive world tour, the one-of-a-kind GT car visits 15 cities around the globe. Heading for China, it made an acclaimed stop in Rajastan.


     
    For its visit in the capital city of New Dehli, it was greeted by a large crowd as well as by both Indian Brand Ambassadors, the superstar actor Shah Rukh Khan and the F1 driver Karun Chandhok, who rode the car inside The Ambience Mall, Gurgaon, onto the stage. They presented it to the audience and were awaited by Jean-Christophe Babin, TAG Heuer's President & CEO, Manishi Sanwal, General Manager, LVMH Watch & Jewellery India Pvt Ltd, and Patrick Pruniaux, TAG Heuer VP Sales.

    Shah Rukh Khan has been an Ambassador for the past 7 years and fully supports the brand and its philosophy, being himself an avid fan of beautiful mechanics: "I am delighted to be a part of the momentous occasion of TAG Heuer's 150th anniversary. I have always marveled at automobiles and it is with excitement that I welcome the TAG Heuer's Tesla Roadster into India."


    The evening also served as the premiere launch of TAG Heuer's Meridiist GMT, the communication instrument specifically developed to accompany the meridian-crossing global adventure of TAG Heuer and Tesla Motors.
    Alongside the Pendulum novelty disclosed at Baselworld 2010, 16 historical iconic timepieces and 3 watches representing TAG Heuer's future were on display. The Odyssey of Pioneers will be on exhibit from May 19th to May 23rd, 2010, at Ambience Mall, Ambience Island, Gurgaon.
    Meanwhile, TAG Heuer's Tesla Roadster will continue its way toward Jaïpur to pay a visit to the Maharaja. More news will follow shortly…

  • Internet - Dominated by members of an exclusive club


    June 30 2009
    In the fifth edition of its WorldWatchReport (WWR) published in partnership with EuropaStar, the IC-Agency web specialist shows that cybernauts typically search for information on just a handful of brands. Rolex, Omega, Breitling and TAG Heuer get by far the highest number of hits on various search engines. The conclusions are based on a massive sample of over 300 million searches globally.


    The document provides a wealth of information. Since its last version, the IC-Agency report has been broadened to encompass social networks such as Facebook and Youtube as well as the usual fields such as the regions and countries of origin from which the searches stem, along with brands, the most famous models per brand, the nature of these models - originals or copies - and the various brand ambassadors. The number of brands dealt with has also more than doubled from 12 to 25. The Geneva start-up has thus undertaken an in-depth survey that provides an extremely relevant vision of brands' existence on the internet.
    60% of searches


    Models priced between 3,000 and 15,000 Swiss francs, classified in the "prestige" category, quite clearly top the rankings, with an average of 60% of global searches. That leaves little room for other types of watches. The same pre-eminence is echoed in searches for both brands- Rolex, Omega, Breitling and TAG Heuer - and models - Seamaster, Speedmaster, Daytona, Aquaracer, etc.


    These figures naturally only reflect internet or "virtual" behaviour. Nonetheless, if these searches or "user intentions" do in fact translate into purchases, the best-selling watch clearly embodies a luxury object that is within reach of men - all the model searches are for masculine timepieces! - with a small sum at their disposal and who are looking to treat themselves to a well-known and clearly identifiable product. The watch buyer profile that emerges is that of a man with an established career and wishing to own a precious object. It is also worth noting that this man wants to buy authentic models, since searches linked to replicas or fakes account for only 2.3% of the total number.
    The biggest consumers
    The WWR underscores the public interest in affordable models with a powerful image. Its analysis of the typical watch consumer reinforces the idea that these are the kind of people who actually buy the most timepieces. After years spent in a kind of hype bubble with brands presenting ever more luxurious and expensive models, there is clearly a renewed interest in products that are simpler but also accessible to a broader market segment. This judicious trend was already apparent at the recent watch shows, and a glance at the strategies adopted by brands in their latest collections reveals their determination to win over these clients who had not so far been given due consideration.
    Read the IC-Agency press release
    The IC-Agency report can be ordered from the followingpage French version

  • TAG Heuer - Advertising saga

    From 'Don't crack under pressure' to 'What are you made of?', each campaign respresents a watershed event in terms of advertising creativity.EMBLEMATIC CAMPAIGNS

    "Six Features" campaign with Ayrton Senna.
    "Don't crack under pressure."
    "Don't crack under pressure"1991-1994.

    DATES CLe

    Avant 1991:

    Campagne «Six Features» avec la celebre photo d'Ayrton Senna «Champagne Resistant a 200 metres».

    1991-1994:

    «Don't crack under pressure», avec Ayrton Senna et Michael Schumacher.

    1995-1997:

    «Success. It's a mind game».

    1998:

    «Inner Strength» avec Marion Jones et Mika Hakkinen.

    2000:

    «Beyond Measure».

    2002:

    «What are you made of?» avec David Coulthard, Ines Sastre et Steve McQueen.

    2003:

    «What are you made of?» avec Tiger Woods.

    In 1990, the brand chose TBWA to launch its communication. The following year, the agency created the famous 'Don't crack under pressure' campaign. The concept? What a champion achieves is due as much to his mental strength as to his physical capacities. But the catch-line also highlighted the robustness of the watch, which is water-resistant to 200 meters under water. The result was annual growth figures of 10 to 25%, whereas the market in general increased by only 6% per year.
    TAG Heuer then assigned its agency some ambitious objectives: follow the upscale movement of the brand, to confirm its position in the world of prestige watchmaking. Drawing from the imaginary world surrounding sports with a resolutely high-quality approach, the 'Success. It's a mind game' campaign shows a hurdle runner who, in order to surpass himself, jumps over a giant razor blade.
    This avant-garde concept, which depicts the mental pressures which athletes impose on themselves in order to win, was made by famous photographers Russel and Connie Guzman, Nadav Kander and Russell Porcas. Met with enthusiasm the world over, 'Success. It's a mind game' won the International 'Lion d'Argent' in Cannes in 1995.
    In 1998, TAG Heuer left BDDP for Bartle Bogle Hegarty which launched the famous 'Inner Strength' campaign with eleven athletes including Boris Becker, Grant Hill and Marion Jones, photographed by Herb Ritts in their determination to push back their own limits.
    To place the Legendary Classics (Monaco, Monza) in the spotlight once more, TAG Heuer once again entrusted TBWA with the task of creating a campaign which set its sights on eternity...
    The 'Beyond Measure' campaign features archive pictures including ones showing legendary actor Steve McQueen wearing the famous Monaco model in the 1970 film 'Le Mans'.
    First advertising in the 60s.
    "Success. It's a mind game" (1995-1997).
    "Inner Strength" (1998).

    "WHAT ARE YOU MADE OF?" WHEN TAG HEUER ASKS A LEADING QUESTION...

    The period when TAG Heuer asserted powerful truths concerning sports performance is over. With the launch of the 'What are you made of?' campaign by TBWA/Paris and photographers Karina Taira and Guido Mocafico, TAG Heuer is no longer merely affirming a content, but for the first time asks a question about the real nature of success. What is it today that makes sports champions or other top-drawer personalities successful? While less domineering than before, it is nonetheless very powerful, since it involves the consumer to a great degree, by inviting him or her to identify with the TAG Heuer ambassadors.
    TAG Heuer's objective through this campaign is to reflect the brand positioning linked to prestige and sports inspiration and to establish a timeless form of communication quite clearly designed to last over the long term.
    'To meet these objectives', explains Jean-Christophe Babin, 'we have set up a simple, universal mechanism that can easily be expressed through many variations: that of the 'Chinese portrait'. The principle is to place a brand ambassador, either a man or woman, chosen for their exceptional career and emotional strength, opposite a TAG Heuer model conveying the same character and the same values: high demands, boldness and a determination to surpass oneself.
    By portraying several ambassadors such as Ines Sastre, David Coulthard or Marion Jones, we have thus allowed ourselves the possibility of adapting the campaign locally, while avoiding being associated with a single personality which would necessarily be too simplistic and restrictive."

    TIGER WOODS, NEW AMBASSADOR OF THE 'WHAT ARE YOU MADE OF?' CAMPAIGN

    Based on an exclusive visual, presented in a world preview at the 2003 Basel Show, this new campaign features the world no. 1 golfer and the Link model by TAG Heuer in a prestigious universe.
    2003 will also witness the launching of a spectacular and daring TAG Heuer advertising film, ten years after the legendary 'Success. It's a mind game' film. A new event to watch out for...
    "Beyond Measure" (2000).

    KARINA TAIRA

    Photographer of the 'What are you made of?' advertising campaign
    - Why did you agree to work for TAG Heuer?

    - I like the TAG Heuer brand image: both powerful and prestigious, innovative and disruptive.
    - What is the campaign concept?
    - The idea of the campaign lay in strength and determination as well as in the way of symbolizing these values and making visual representations in the form of icons of the activity of each. It was very important to show each TAG Heuer ambassador in a very b, powerful, and emotional way.
    - Do you always wear a TAG Heuer?
    - Since I am crazy about fashion and design, I naturally wear a Monaco!
    "What are you made of?" 2002.
    "What are you made of?" 2002.
    "What are you made of?" 2002.
    A preview of the new "What are you made of?" advertising campaign with Tiger Woods.
    Tribune des Arts - Numero special TAG Heuer - avril 2003

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