How Tag Heuer is evolving to stand the test of time
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I’ll be honest, TAG Heuer is not really a brand that I love. Sure, I like the classics such as the Monaco and other icons, but if I won the lottery then I wouldn’t be visiting the TAG Heuer boutique. So, the fact that I’ve chosen them as the brand that won 2022 signifies exactly how impactful their year has been, surpassing all of my expectations and then some. Sure, brands like Cartier and Jaeger-LeCoultre have also released plenty of stunning watches in the last year, but it doesn’t feel as special when I’ve come to expect their excellence. Watches & Wonders felt like an answer to the watch community’s unasked questions, recapturing the Aquaracer’s professional diving credentials, incorporating some exciting emerging technology, and even creating a never-before-seen diamond-infused case.
The Aquaracer was TAG Heuer’s focus in that first big 2022 release, spearheaded by the Professional 1000 Superdiver which gives them representation in the saturation diver market. Its bulk and attitude is backed up by impressive specifications and an edgy titanium case. If stealth and efficiency is more your thing, TAG Heuer incorporated solar technology into the black dial of their Aquaracer Solargraph, for unending power and quartz accuracy. The murdered-out case is complemented by a forged carbon bezel and brightly contrasting markers, with a pale blue seconds hand making it easy to read. As if that wasn’t enough, the entire Aquaracer range was evolved with the Professional 200 line, trimming the fat from the diameters, bringing in some smoky gradient dials, and refusing to overly feminize the 30mm models.
While there was a lot of love for the Aquaracer during Watches & Wonders 2022, by far the most attention-grabbing watch was the diamond-laden TAG Heuer Carrera Plasma. Setting diamonds into a watch case and dial is nothing new in the slightest, and so TAG Heuer shook things up by doing it in a way nobody else has done before, giving an effect that’s bold, masculine, and exciting. The dial looks like it’s made from some crushed diamond dust, but it’s actually grown in a single piece in a chaotic crystal structure that causes the rough texture. Diamond baguettes have been cut for the hour markers in a mormore traditionallye two horizontally aligned subdials are balanced by a skeletonised tourbillon cage at 6 o’clock. The most impressive part is the black anodised aluminium case with huge diamonds set into it seemingly at random, complete with a solid diamond crown.
“The first is the TAG Heuer Monaco Dark Lord Special Edition, paying tribute to the original reference 74033 from 1977.”
Nostalgia is funny, especially when younger generations start to yearn for days that the older generations still feel like yesterday. But, TAG Heuer have been indiscriminate with their choices of retro homages, bringing back some watches and styles which have been missing from their catalogues for too long. The first is the TAG Heuer Monaco Dark Lord Special Edition, paying tribute to the original reference 74033 from 1977. As an early example of a racing chronograph with a black PVD coating, the originals are notoriously hard to find, and when they are found their coatings may well have been scratched away by something as innocent as being stored in a cupboard. This modernised 2022 version features a scratch-resistant DLC coating on a titanium case (a first for the Monaco) which lightens up the weight, yet keeps the deep matte black that makes those Sith-red hands pop.
The next throwback was the release of a new TAG Heuer Formula 1 range, complete with some of the bright colours that initially made the watches so cool in the ‘80s. Although the specs and quality of the more recent Formula 1 watches are definitely improved from those early fibreglass and quartz ones, they did tend to feel more stern and sterile due to their darker colour schemes. The new 2022 models in green, yellow and red are all incredibly vivid thanks to a finely brushed sunburst texture, and get a heap of helping contrast from the black PVD-coated bezel. It’s the lighthearted fun of bright colours that capture the same childlike imagination and excitement which brings Formula 1 fans into the sport in the first place.
Questions & Answers
Q.What specifically made TAG Heuer's Aquaracer line stand out during Watches & Wonders 2022?
What specifically made TAG Heuer's Aquaracer line stand out during Watches & Wonders 2022?
The Aquaracer recaptured its professional diving credentials and incorporated emerging technology, including a diamond-infused case. The Professional 1000 Superdiver entered the saturation diver market, and the Aquaracer Solargraph featured solar technology for unending power.
Q.How did TAG Heuer update the Aquaracer range beyond the new diving models?
How did TAG Heuer update the Aquaracer range beyond the new diving models?
The entire Aquaracer range was evolved with the Professional 200 line. This involved trimming the fat from diameters, introducing smoky gradient dials, and ensuring the 30mm models were not overly feminised.
Q.Which specific retro homages did TAG Heuer release in 2022?
Which specific retro homages did TAG Heuer release in 2022?
TAG Heuer released the Monaco Dark Lord Special Edition, paying tribute to the 1977 original. They also launched a new Formula 1 range, bringing back bright colours reminiscent of the 1980s models.
Q.What made the TAG Heuer Carrera Plasma particularly attention-grabbing?
What made the TAG Heuer Carrera Plasma particularly attention-grabbing?
The Carrera Plasma featured diamonds set in a unique, unprecedented way, creating a bold and masculine effect. The dial appeared like crushed diamond dust, and a solid diamond crown was incorporated into the black anodised aluminium case.
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