Tag Heuer

It has not been an easy holiday season for mega super athlete Tiger Woods. After news got out about his possible extra-marital affairs and the resulting fiasco surrounding it, the squeaky clean celebrity now has a new angle to his personality. Still, I think he handled the media conference aspects of it much better than others have in the past.

Tiger is a very wealthy guy thanks to years of unprecedented sponsorship and endorsement deals. Suddenly advertisements with his iconic image have all but disappeared - especially on television. Sponsors are worried about possible negative associations with the star looming in the public at this time. Of course, none of this is a surprise.

Like most scandals, this will likely more or less blow over in a few weeks or months. Whatever ensues in Tiger's personal life, is his own business. From a sponsorship standpoint, things won't be quite the same, as some of the more conservative advertisers will likely shun Tiger, although he was once the boy-wonder of conservative image athletes.

One of Tiger's most popular sponsors is watch maker Tag Heuer - who has recently announced their dedication to sticking with the man who has likely been good for their business. Tag Heuer, while a Swiss watch maker, is French owned (by LVMH). While they may pause or delay advertisements in the immediate future, expect to see lots more Tag Heuer ads involving Tiger Woods, a baseball cap, a golf club, and a watch in the near future.

Via World Tempus (in French).

Ariel Adams publishes the luxury watch review site aBlogtoRead.com.

This was certainly a sticky situation for Tag Heuer, the details are a bit murky, but the situation is clear. Tag Heuer recently announced their "new, in-house made and designed" Caliber 1887 automatic chronograph movement. All seems well with the movement itself, but the problem is that Tag Heuer didn't design it. Nope, they sort of cosmetically altered an over 10 year old Japanese Seiko movement design (Seiko 6S37). So after 150 years, Tag Heuer's anniversary surprise was on loan from Japan. I do understand that this was arranged with Seiko, and that Tag Heuer will actually be building the movements in limited quantities themselves. At least Seiko isn't doing everything.

Tag Heuer got caught red handed by the watch lover community who noticed the similarities between the two movements. This qualifies us as true nerds, seeing details such as this. Tag Heuer would have gotten away with it to, if it wasn't for us meddling bloggers! That's right, thank the internet watch lover community, who is responsible for this situation being discovered. A powerful indication to the watch industry of what the internet can do for them, or against them. In good taste, as a response to the situation, Tag Heuer CEO Jean-Christophe Babin himself went online to respond to the "accusations." He honorably admitted a "mistake" by Tag Heuer and that the movement was in fact "adopted" from Seiko.

The clear winner in this whole situation is first and foremost the power of the Internet watch lover community, second Seiko, and third Tag Heuer for responding to a sticky situation quickly and admirably. Seiko movements are pretty outstanding, and it is funny that here even the Europeans are rather tacitly suggesting that. Plus, Tag Heuer is a rather mainstream watch brand. Meaning that most people who buy their watches will never even know about this situation. Tag Heuer admitted wrong doing, hopefully a few heads will be caved in there in the marketing department, and they will go on their lives being good watch designers, not movement designers. Lastly, there are several watch forums and blogs that knew about this situation but refused to mention it even though they discussed the new Tag Heuer Caliber 1887movement. They lose the most in this situation for the destruction of valuable street cred among Internet watch lovers who simply expect more.

Ariel Adams publishes the luxury watch review site aBlogtoRead.com.

Back in 1974, Heuer launched the Silverstone, featuring the first automatic chronograph movement on the market. It became an instant favorite around the Formula One grid, whose drivers wore Heuer chronographs with pride. Thirty-five years later, TAG Heuer has announced it is re-issuing the classic in limited quantities.

The re-released Silverstone will be available in brown or blue with a perforated alligator leather strap. It features TAG Heuer's Calibre 11 movement with Dubois-Depraz module, date window at 6 o'clock and anti-glare sapphire crystal front and back. Only 1500 examples will be offered, with an asking price at $6,500 apiece.

Triumph and TAG Heuer have joined forces to create a one-of-a-kind Bonneville Heuer motorcycle. Inspired by Steve McQueen and the Porsche 917k that the famous actor, racecar driver and motorcycle rider piloted in the classic film Le Mans, the Bonneville Heuer is painted up in the classic Gulf Oil blue and orange scheme and will be used for promotional purposes.

McQueen famously wore a Heuer Monaco watch in the aforementioned race film and was a renowned Triumph enthusiast. Says Neil Morley, Triumph's Head of Brand Communications:

We are delighted to play our part in this exciting project. The Triumph Bonneville and TAG Heuer Monaco are both timeless masterpieces, celebrating their respective 50th and 40th anniversaries this year. We also both have a natural connection with Steve McQueen, who famously wore a Monaco watch in the film Le Mans and was renowned for his love of our bikes, making this a very natural collaboration.

As much as we'd like to tell you this will be an optional color choice for the production Bonneville, that's not currently the case. If you like it as much as we do, perhaps a phone call to your local Triumph dealer is in order.



[Source: Triumph]

Vertu has been hard at work cornering the niche automotive-inspired luxury phone market, but they're not going to have it all to themselves. Because TAG Heuer, creators of the Meridiist mobile, have strong ties running deep in the automotive industry that have included collaborations with Mercedes-Benz, Porsche and McLaren to name just a few. And have now teamed up with Lamborghini for an even more exclusive edition of the Meridiist.

The TAG Heuer Meridiist Automobili Lamborghini boasts a chassis made of stainless steel, coated in black titanium carbide and packed with all the bells and whistles you could expect. It'll only be made in a limited edition of 1963 examples, honoring the year which the Italian sportscar-maker started business, available exclusively from Lamborghini and TAG Heuer retailers.

Choosing your new watch online just got easier. The days of messing with snobby retailers and hard sells are no longer a requirement of indulging in your beloved passion for watches. The Watch Gallery website has been steadily using its special camera to take 360 degree photo shoots of their watches. I checked out their handiwork on some Tag Heuer watches and was pleased with the results. No more mere marketing shots and the wrong angles. Now you get views of the actual watch from front to back, and side to side. This is a big help to give you a good idea of what you've never see looks like in reality. Marketing images are often touched up quite a bit, and it is not always possible to understand how light actually makes the watches we love look. Not all of their watches have this special view, but they are increasing the number of high quality 360 degree images they offer. Hopefully they will allow you to zoom in as well. You can see other Tag Heuer watches photographed like this here. Other brands get this photo treatment as well.

Ariel Adams publishes the luxury watch review site aBlogtoRead.com.

It is the timepiece that you never thought Tag Heuer would make - but they did. As a limited edition of just 150 watches the Monaco V4 is a great looking watch that is as fun to watch in operation as it is to show off. Plus, it is the only Tag Heuer watch I know of made from platinum (170 grams of it). Aside from the unique look of the watch and the modern styling, there are two major points of interest in the watch.

First, the watch movement uses a series of transmission belts instead of pinions. The belts are the smallest made anywhere and still have a thin steel wire in them for strength. Basically, instead of smaller gears connecting some of the larger gears, there are the belts that do it. Second is the use of a liner weight for the automatic movement. The idea is meant to resemble a piston in a engine. Instead of an oscillating weight moving around in a circle, the linear weight moves up and down to power the movement. Power is stored in four barrels that are seen in the rear of the watch (hence the V4 name). The power reserve is 52 hours, and the watch is actually very accurate at about plus or minus 4 seconds a day.

The watch also uses mini ball bearings instead of "rubies" that are commonly used in watches for low friction between gears and palettes. Tag Heuer says that the ball bearings provide even less friction than the commonly used synthetic rubies. The watch functions include the time and a power reserve indicator. It is a new style of skeletonized watch, and very Tag Heuer in character. Price is $80,000 for each piece in the limited edition (save for the first piece that is being auctioned off for charity).

Ariel Adams publishes the luxury watch review site aBlogtoRead.com.

While the Tag Heuer Carrera Chronograph watch was getting bigger (up to about 44mm wide now I think) someone must have thought it was too big and too much. So here comes a three-hand version of the classic looking Tag Heuer Carrera with the Caliber 5 movement that has made its way into other Tag Heuer timepieces such as the Aquaracer. This Caliber 5 based Carrera is now 39mm wide and in steel.

Most of the watch is what we know and love about the Carrera save for the smaller size and more simple looking face. To help keep the dial from looking too bare, the designers added Clous de Paris texture (just a series of square boxes pattern) on the face, and gave it one of those "open" date windows that I am loathing more each time I see them. In my humble opinion, the watch would have looked better minus the half-banana shaped eye-sore of a date window. To preserve symmetry, would not have something smaller at 6 o'clock made a better choice? An interesting design point are the spelled out hours next to the hour markers. Look closely and you can see them spelled out, "ten," "three," five," etc...

Instead of the tachymetric scale on the aluminum bezel, there are now minute markers such as on a rotating diver's bezel, however I don't think this bezel rotates. The watch is available in the pictured brown color dial and (of course) black. Both are handsome in tone. The watches will be available soon and for a price that is likely a bit less than the Aquaracer automatic with the steel bracelet.

Ariel Adams publishes the watch review site aBlogtoRead.com.

Some companies make things. Others make things better. Take for example the Bamford Watch Department. They don't make their own watches. Probably because they know there are enough companies out there making excellent timepieces. What's lacking, in the eyes of the British purveyor of luxury items, is customization options. So they offer a line of Rolex wristwatches – like their PVD-coated Daytona Cosmograph – with a seemingly endless array of color combinations. The watches can be customized right on their website (not unlike premium automakers' configurators on which we've wasted countless hours), and now Bamford has added another model to their portfolio: the TAG Heuer Monaco.

Now celebrating its fortieth anniversary, the square-cased Monaco is one of the most iconic wristwatches of all time. But while TAG Heuer has released some special anniversary editions in various color combinations, Bamford lets you specify everything, from the dial color and strap stitching to the date window and chronograph indices. The privilege will cost you around ￡5,000, but there's no cost for toying around with the online customization interface.

Of course you've those expensive Italian sunglasses for water skiing afternoons in Vis. But what do you cover your eyes with during a round of links in Scottsdale when it's essential to detect all of the greens on the green? For those land-lubbing sports Tag Heuer eyewear has created its Intensive HD lenses.

The vermillion-hued shades are photochromic and go from translucent in mild light to a mirrored, "silver flash" reflective when things get bright. They're the first lenses to be able shift from semi-transparent to fully mirrored, as well as maintain all of the dimensional detail you need when putting or pigeon shooting. And that means all you'll need is two minutes in the sun to channel your inner Erik Estrada -- or Angelina Jolie.

The polycarbonate protect against UV-A and UV-B, will be available in Zenith, Club, and 27° frame styles, and are priced from $310 to $420.

Japan gets a lot of special watches that we never see here - though these are usually made by Japanese watch makers. Once In a while you get Japan only watches from Swiss makers such as Tag Heuer, and I wonder why Tag Heuer thinks no one else would want one. This special Carrera watch with a black mother of pearl dial is a perfect example. Not only is the watch a handsome, but more decorated rendition of the classic Carrera watch look, but it is simply enough to be appreciated by more markets. Notice that the dial is all black mother of pearl with a slightly matte black disc as part of the hour marker ring. The look is superb and something different from Tag Heuer - that to my knowledge has never utilized any type of mother of pearl on a man's watch.

Aside from this dial difference, the limited edition Tag Heuer Carrera Black features the same 44mm wide steel case and Tag Heuer Calibre 16 automatic chronograph movement as the rest of the modern Carerra watches. I've always loved bracelet of this watch that has mirrored certain Omega watch bracelets and features satin and polished steel finishes. Eventually Tag Heuer will upgrade the aluminum bezel (they look great but can be easy to scratch). Although Japan, like other Asian countries, is known to prefer smaller watches, I enjoy seeing the popularity of a 44mm wide model just as this there. 600 of these black mother of pearl Carrera watches will be available - in Japan only starting in July.

Ariel Adams publishes the luxury watch review site aBlogtoRead.com.

It was only a matter of time before the famed Tag Heuer Meridiist phone got a diamond make over. It is an official diamond make over too, not one of those aftermarket jobs. I am as much a fan of luxury as the next luxe lover, but what is the deal with diamonds on phones? As though a $5,000 - $8,000 phone was not enough given that it will go technologically extinct in a few years? Your future paper weight needs diamond decoration as well? Plus, nothing say's "ergonomics" quite like the jagged edges of fine cut stones against your palms and the side of your face. The Meridiist Diamant phones will likely go for between about $10,000 and $30,000.

The new phones will be known as the Meridiist Diamant collection and will come in two styles with 208 diamonds or the "imperial regalia of mobile phones" with 1232 diamonds. Tag Heuer says that the Meridiist Diamant phones will be marketed toward women, which makes sense. While very expensive, the base line of Meridiist phones is really quire cool - at leat on the outside from a construction and materials standpoint. It should be cool however to have a phone with a massive sapphire crystal as the screen. I do feel that if you are willing to make the investment, you'll be happy with the phone, at least until you want to get another phone.

Remember what I said about the phone being obsolete in a few years due to the rapid progression of mobile phone hardware and software? Well get this: Tag Heuer places the Meridiist Diamant phone in a wooden jewelry presentation box "in which to preserve and store your investment for future generations." Really? As an antique for a time capsule maybe? A mechanical watch will still be useful for "future generations, but a digital mobile phone? Imagine giving your mini cellular tower suitcase phone from the mid 1980s to a 16 year old today and gauge how "awesome" they think it will be. That is the idea.

Ariel Adams publishes the popular watch review site aBlogtoRead.com.

There are only six Steve McQueen lots in Antiquorum's Important Collectors' Wristwatches auction in New York on June 11, but they include the famed King of Cool's two favorite timepieces and as such the sale represents an extremely important occasion for any enthusiast. As we've noted in the past, McQueen's rugged sportiness, authentic masculinity and innate good taste have inspired countless fashion designers, not to mention scores of other actors who followed in his wake. His watches are style icons in and of themselves.

Foremost is his Heuer "Monaco" chronograph, which he wore during the filming of the classic 1971 racing movie Le Mans (above). The Monaco was originally launched by Heuer in 1969 in honor of the Monaco Grand Prix. It's an unusual, square convex, water-resistant, stainless steel self-winding wristwatch with chronograph and date; Tag Heuer recently released a new version in tribute to the great actor. Following the filming of Le Mans, McQueen presented the watch to his financial advisor in appreciation.

Antiquorum has set a ridiculously low estimate of $10,000 - $20,000 on the timepiece, no doubt to encourage more people to bid. As we mentioned just the other day, however, McQueen memorabilia has been fetching high prices at auction. One collector just paid $42,700 - more than four times its estimate - for an International Driver's License issued to the actor in 1964. The watch could easily fetch 10 times its estimate, if not more. Perhaps Brad Pitt, a huge McQueen fan who's said to be playing the actor in an upcoming biopic, will snap it up.

Gallery: Steve McQueen at Antiquorum

The Red Dot Award is of the more desirable "good design" awards out there. Emphasis is always on form and function. You'll find that most award recipients are often excellent selling products. The award is given by the Design Zentrum Nordheim Westfalen in Germany. This year two Tag Heuer watches received Red Dot Awards, and this is the fifth time in seven years that Tag Heuer watches received such Red Dot Awards for good product designs.

The two watches that received the award are the new Tag Heuer Grand Carrera Calibre 36 and the new Tag Heuer Aquaracer 500M with the Calibre 5 movement. The Grand Carrera Calibre 36 is an odd watch with a sound design concept for measuring 1/10 of a second accuracy in its chronograph complication - in a unique manner. The best way to appreciate it is to view the video here. It is a cool concept, but isn't going to be a high volume seller like the Aquaracer 500M.

The new Aquaracer model is very well done - really advancing the concept of a "professional diver watch" for Tag Heuer. You can read more on what I think about the Tag Heuer Aquaracer 500M here. It has an automatic movement, 500 meters of water resistance, and comes in various colors and materials that each have an strong industrial feel to them that is still inline with being a tasteful timepiece. Fair award recipients if you ask me.

Via Europa Star.

Ariel Adams publishes the popular watch review site aBlogtoRead.com.