TAG Heuer celebrated its watchmaking heritage of innovation and avant-garde spirit

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At the occasion of #baselworld, the brand celebrates the 55^th anniversary of the creation of the iconic Heuer Carrera Model. 55 years of research and innovation highlighted in the news pieces of the 2018 collection. 

Watches carrying all the watchmaking heritage of the brand, and developed with high-end watchmaking technology: the TAG Heuer Carrera Chronograph Tourbillon Chronometer certified “Tête de Vipère” as well as the TAG Heuer Carrera Chronograph GMT.

TAG Heuer takes the opportunity to present iTAG, the new connected displays, unseen in the watchmaking world. 

Switzerland, Basel, March 21st 2018: Today, at the occasion of the opening of the #baselworld watch fair, TAG Heuer is very proud to celebrate the 55th anniversary of the TAG Heuer Carrera. 

The chronograph has been in the pole position of the motor racing world for 55 years. The collection takes its name from the legendary week-long "Carrera Panamericana" road race first held in Mexico during the 1950s, a thrilling competition revived in 1988 as an annual rally for pre-1955 collectors' vehicles, and for which TAG Heuer is both partner and Official Timekeeper.

A cornerstone of the brand since 1963, several legendary drivers have been seen wearing a Heuer Carrera Chronograph on their wrist. This model embodies the heritage and the vision of TAG Heuer in the motor sport world. During the last Geneva International Motorshow, the Swiss watchmaker announced new partnerships with Aston Martin and with Gulf Oil International, launching the TAG Heuer Carrera and TAG Heuer Formula 1 Aston Martin Special Editions, as well at the Monaco Gulf. 

To celebrate this anniversary, TAG Heuer present its new 2018 collection, carrying the watchmaking heritage of the brand: 55 years of research, innovation and avant-garde technology. A powerful heritage, expressed in a contemporary way, with events and new products as per the brand DNA. 

TAG Heuer Carrera "Tête de Vipère" Chronograph Tourbillon Chronometer

The first TAG Heuer chronograph to bear the prestigious "Tête de Vipère" stamp of #excellence, awarded by the Besançon Observatory, operating on behalf of the International Bureau of Weights and Measures. Since 2006, only 500 watches have received this highly exclusive certification. A brand new limited edition of 155 pieces released to celebrate 55 years since the Heuer Carrera was created. Advanced technology, high quality, high performance and exceptional manufacture expertise, combined with perfect mastery of industrial processes and production costs, make the TAG Heuer Carrera "Tête de Vipère" Chronograph Tourbillon Chronometer a perfect addition to the brand's range, enriching the design codes and DNA of TAG Heuer, Avant-Garde since 1860.  

TAG Heuer Carrera Chronograph GMT 

The TAG Heuer Calibre Heuer 02 manufacture movement is this year equipped with a GMT function. It is the first time that TAG Heuer has added this complication to its prestigious manufacture movement. The second time zone, an ultra-practical feature that can be adjusted with the crown, is read using the lacquered red hand and the black and blue ceramic bezel, which has a 24-hour GMT scale. To ensure optimum legibility, the GMT hand has been ingeniously mounted in a secondary position — between the hour and minute hands — enabling it to pass over the indexes and skim the GMT scale. As daring as it is refined, this model boldly demonstrates the height of the Swiss watch brand's avant-garde technology.    

The Book « Ahead of its Time »

To celebrate the anniversary of the Heuer Carrera, TAG Heuer has issued a special edition book called Ahead of its time. Recounting the highlights of this signature collection and the models that have sealed its legendary status, the book describes how the often-pioneering Heuer Carrera chronograph, which is now synonymous with the brand, became universally recognised as an icon. This 4500-piece edition is available in the brand's boutiques, and can be ordered from www.tagheuer.com in certain markets.

iTAG : the new connected displays imagined by TAG Heuer

TAG Heuer, a disruptive and avant-garde watch brand since its creation in 1860, reinvents the customer retail experience and presents iTAG, the brand new connected displays imagined by the brand and developed in collaboration with Xavier Dietlin, an inventor of unique showcases. A revolutionary display concept, never seen before in the watchmaking world, offering to the client a full immersion in the universe of the brand through a unique digital and physical retail experience. 

With just a few clicks on the iPad directly integrated in the display, the client can select his favorite models by browsing either through the universes of the brand or either through the collection of the products. Thanks to a clever synchronization system with the iPad and the iTAG, the watches, on a pivoting support, appear and instantly light up on the display, becoming easily accessible and better glorified. The clients can also save their selection on a mobile device, allowing them to extend the retail experience outside of the boutique.

A new system which allows the customer to have full control of the shopping flow. The TAG Heuer sales team is always available and permanently connected to the iTAG through its connected watch, they are informed at any time if the client wishes to try the model of its choice. The sales team now access a new role, interfering in a relevant and sensible way in the client’s experience, or simply as a facilitator. A unique concept which allows the brand to get even closer to the young and ultra-connected generation of today.

The iTAG will be exclusively showcased during #baselworld, and will be officially launched on April 09^th in the new TAG Heuer concept boutique in Ginza, Japan. The brand will then extend this innovation to two other flagship boutiques, on Oxford Street in London, and on Fifth Avenue in New York.