On Jan. 16, 2012, President and CEO of Tag Heuer Jean-Christophe Babin announced the revolutionary new technology at a live webcasted press conference in Geneva, Switzerland. Babin called the new regulator “game changing”, saying “it hardly ever happens in the life of a watchmaker, in the life of an engineer, in the life of a watchmaster, so I’m very emotional obviously, tonight, to be part of this page of history.” Hailed as the biggest development in watch technology in three centuries, the Mikrogrider is 250 times faster than a basic watch, functioning at 1,000 hertz (7,200,000 beats per hour, about 95 times faster than a hummingbird’s heartbeat). Babin demonstrated the speed of the new Mikrogrider during the press conference by showing the near-invisible central hand rotating an unbelievable 20 times per second. The new mechanical system does away with the classic hairspring for a new blade/girder and linear oscillator system that allows the watch to measure one-two thousandth of a second.

Tag Heuer's revolutionary ultra-fast Mikrogrider watch.

Tag Heuer celebrated its technological breakthrough with a memorable “Time for Rebels” exhibit to showcase the new Formula One watch collections. Tag Heuer’s “beautiful rebels” support their aggressive challenge of watchmaking standards. “Reject the unexceptional. Think ahead, and differently. Be free-minded and rebellious to the very core. Give time a new look, a new allure. Don’t just evolve, revolutionize. In a word: innovate. In two words: Tag Heuer.” The displays featured lenticular prints of Tag Heuer’s celebrity ambassadors such as Lewis Hamilton, Maria Sharapova and Leonardo DiCaprio: figures Tag Heuer believes to embody the rebel attitude. As the centerpiece for the men’s Formula One collection, a Mercedes McLaren Formula 1 racing car accompanied the watches.

Tag Heuer's haute-joaillerie Formula One Yin Yang watch with black and white diamonds.

But Tag Heuer’s famous style didn’t end there! In another room of the exhibit, Tag Heuer featured their most luxurious watch ever. The Formula 1 Yin Yang is the haute-couture flagship for Tag Heuer’s haute-joaillerie collection, proving they can top the fields of both innovative engineering and audacious luxury design. Tag Heuer designed the diamond-studded Yin Yang timepiece as a tribute to “beautiful rebel” Maria Sharapova. The “ideal of feminine glamor”, Maria Sharapova’s complimentary nature of beauty and attitude is symbolized in the watch’s yin and yang design. Visually, the Formula 1 Yin Yang is more yang than yin with one-fifth of the watch face (one to four o’clock) displaying black diamonds for the Taoist feminine quality and the majority of the watch set in white diamonds for the masculine element. The entire watch boasts 7.36 carats: 234 baguette cut diamonds (in the bezel and bracelet) and 245 brilliant cut diamonds in the watch face. Ever the artists, Tag Heuer continues the Formula 1 Yin Yang’s dualistic theme by adding central links of durable black ceramic to the steel bracelet. Tag Heuer calls the iconic women’s watch an unconventional and stunningly gorgeous haute-couture masterwork of symmetries and asymmetries. To display the Formula 1 Yin Yang, Tag Heuer commissioned a 2.5-meter-tall high heel shoe from British manufactures Dick George Creatives (responsible for such impressive constructions as the cryptex in the 2006 film “The DaVinci Code” and the automaton for Martin Scorsese’s recent “Hugo”). The red and chrome peep-toe stiletto proved a worthy display case for the impressive Formula 1 Yin Yang watch.

A giant high heel shoe showcases the Formula One Ying Yang watch with portraits of Tag Heuer's "beautiful rebels".

The showmanship of Tag Heuer is rivaled only by their commitment to innovation and development in watchmaking. The breakthrough technology of the Mikrogrider revolutionizes the watch industry and paves the way for dramatically increased precision in timekeeping. At the close of the press conference, Babin expressed his dedication by calling the Mikrogrider technology “A new art for strong emotions because, eventually, ladies and gentlemen, luxury is all about art and emotions and, today, for the first time ever, Tag Heuer is proposing a new art for brand new and very strong emotions.” The “Time for Rebels” exhibit closed on Jan. 19.

Tag Heuer traces its roots back to 1860. Edouard Heuer founded The Uhrenmanufaktur Heuer AG in Switzerland. The company has been making timepieces ever since. Current Tag Heuer collections include Formula One, Aquaracer, Link, Carrera, Monaco, and Grand Carrera. The brand has served as the official timekeeper of three Summer Olympic games, the Skiing World Championships, and the Formula One World Championships.

Leonardo DiCaprio has had a long career as an actor, starting out in commercials and television as a teenager and later branching out into film work. Nominated for eight Golden Globe Awards, including winning once for his work in “The Aviator”, DiCaprio has appeared in successful films such as “Titanic”, “Catch Me if You Can”, “Gangs of New York”, and “Inception”. In addition to his work in the film industry, DiCaprio is a committed environmentalist. Some of DiCaprio’s commitments to the environment include driving a hybrid car and installing solar panels on his home. He has also donated money to environmental causes, including relief for Haiti and the Wildlife Conservation Society.

Leonardo DiCaprio is a brand ambassador for Tag Heuer with a focus on the environment.

The partnership between Tag Heuer and DiCaprio has resulted in the design of the Tag Heuer Aquaracer 500M Leonardo DiCaprio Limited Edition Watches. The sale of these watches will generate monies for the NRDC and Green Cross International.

Tag Heuer continues to find ways to be sustainable and care for the environment. With the partnership with DiCaprio, the brand continues to found ways to continue it’s environmental commitments.

Tag Heuer has opened its second boutique on Monday, January 23^rd  at the Aventura Mall in Aventura, Fla.  This store opening comes consecutively after the opening of their first freestanding store in Las Vegas in March 2011.The store is an estimated 800 square feet and will be placed in Aventura Mall’s new luxury wing.

Tag Heuer boasts about 115 stores internationally. According to Alyssa Mischon, Tag Heuer’s vice president in charge of strategic and marketing planning for their North American sectors Miami is among their top markets within the United States. Their high level of tourism and their constantly growing consumer base within the community are cited as possible reasons for such a booming market for Tag Heuer in this region.

Aventura Mall receives an estimated 24 million visitors a year. Often times these visitors are international customers. Mischon cites the steady inflow of customers of Aventura Mall as the perfect venue to attract even more customers whether international or Miami residents and US citizens alike. Tag Heuer has much success with their wholesale businesses. However, from their success in Vegas, they’ve noticed many dedicated shoppers desire to shop within a brand store.

The Aventura store was designed by award winning architect Eric Carlson.  Its appeal parallels that of the brand’s worldwide concept. Instead of watches being traditionally encased in traditional counters common to many jewelry and watch stores they are displayed at eye level for the customers to get a more intimate gaze at them throughout the store.

Tag Heuer has plans on adding another door this coming spring in Orlando Florida.

Limited Edition Carrera Mikrograph Watch

In November Tag Heuer’s Carrera Mikrograph watch was voted by the public as the best watch of 2011 at the Watch of the Year award ceremony in Geneva.

The Carrera Mikrograph is the first ever watch to utilize a column wheel to integrate the chronograph which displays the most accurate time keeping technology. The Mikrograph distinguishes between fractions of a second to provide time accurate to one one-hundreth of a second, using two different balance wheels. One wheel powers the watch itself, while the second powers the stopwatch. The secret lies with the second hand, which sits at the center of the watch face, which is powered by the second balance wheel.

This is the first watch in the Tag Heuer collection to feature both a watch and stopwatch in the same model, as previously the two functioned on a different objective. The two used to interfere with the function of the other, which is no longer the case, increasing not only the efficiency but also precision of the watch’s function.

Tag Heuer released just two sets of limited edition Mikrograph watches, with only 150 pieces each, one in rose gold and one in anthracite grey. The name, Mikrograph, pays tribute to the groundbreaking 1916 Heuer Mikrograph stopwatch used for its precision in timing high speed sports. Whereas the original model was only accurate to one-fifteenth of a second, the increased accuracy of the new Mikrograph model makes the stopwatch technology even more appealing as the preferred method of timing competitive sports.

In addition to taking home the prize for best watch, the Carrera Mikrograph also received honors for Best Campaign supporting the launch of the watch, making it the only attendant to receive dual honors on the same night. Tag Heuer President and CEO Jean-Christophe Babin stated that he is “incredibly proud of…those who developed the Mikrograph as well as those who designed the advertising visuals that made it stand out.”

TAG Heuer has long been known to make the finest sports and luxury watches and the honor bestowed upon their Mikrotimer Flying 1000 in Geneva further solidifies their elevated standing in the watch world. What is so stunning about this achievement is that the watch is the first mechanical chronograph ever to display time to one one-thousandth of a second. This technical achievement, along with the watch’s sleek and uniquely beautiful design, were all factors in the watch winning the very coveted, “Best Sport Chronograph” award in the 2011 Grand Prix de l’Horlogerie de Genève.

In ten years, TAG Heuer has won seven Grand Prix de l’Horlogerie de Genève. This confirms that TAG Heuer is elite and unparalleled in its master craft of wonderful timepieces. TAG Heuer’s dedication to beautiful design may hide how technically complex the watches they create are. Do not think for one one-thousandth of a second that their attention to aesthetics means that they pay less attention to their technical mastery and complexity!

The Mikrotimer Flying 1000 is the world’s fastest mechanical chronograph; that is no easy feat and recognition of this accomplishment keeps coming in the form of awards. Just in September, the Mikrotimer Flying 1000 won the prestigious SIAR award for “Best Concept of the Year.” The SIAR award is the most prestigious award for watch making in South America. In November, the Mikrograph 100, which displays and measures one one-hundredth of a second with a central hand, won the Montres and Passion 2011 “Grand Prix du Public” award. The Mikrograph 100 was the technological starting point and foundation for the technology in the Mikrotimer Flying 1000.

The Swiss watch industry’s most prestigious and competitive awards competition is the Grand Prix de l’Horlogerie de Genève. Winning it seven times in the past ten years is unrivaled by any other watch maker. TAG Heuer has previously won in the Sports category two times: in 2006 TAG Heuer won the award for the CARRERA Calibre 360 Rose Gold Limited Edition watch; and in 2008 TAG Heuer won the award for the Grand CARRERA Calibre 36 RS Caliper Concept Chronograph watch.

TAG Heuer has achieved something once thought impossible in the watch making industry. A mechanical watch that measures one one-thousandth of a second was long thought a fool’s dream but TAG Heuer has achieved it and now have created a whole new leap and a paradigm shift in watchmaking.

The TAG Heuer Monza is Magnificent

Guys, if you want a watch, with stand out, good looks you want a TAG Heuer.  Don’t get me wrong, there are other great Swiss watch makers, but TAG Heuer has perfected “avant-garde”.  They have worked very hard at creating the ultimate blend of high tech craftsmanship with contemporary design, and they do it, brilliantly.  The TAG Heuer Monza is one TH creation you may have overlooked, until now.  The Monza men’s watches were produced for those of you, who for one reason or another are partial to the large square look of the Monaco.  The Monza has a softer, more rounded dial.  The sizing is still large, but the Monza watches are a bit more fashion forward.  The Monza watches are made for men, and come with both polished and brushed steel cases.  The styling of the dial, is reminiscent of the Monaco watches, but with subtle differences.  The bands are all in luxurious alligator leather, which are presented in various colors.  The Monza has a striking look and offers exceptional functionality.  The TAG Heuer Monza watches retail from around $2,000-$3,000, depending of the accessories.  This is a totally masculine timepiece, which you could easily wear for the next 20 years.

The TAG Heuer Python Monaco is Devilishly Designed

 Want a totally original look this summer, which can easily carry you into fall?  Try on a TAG Heuer Women’s Monaco watch, in python.  TAG Heuer watches always offer unique design elements, and this watch is no exception.  The Monaco timepiece is eye-poppingly beautiful, and will add sophistication to any wardrobe.  Of course, the Monaco women’s watch comes in black and cream versions, as well, for the less bold…but the python brown is a definite status piece.  The dial is crafted in a rich brown PVD, which has been accented by 13 brilliant diamonds.  The hands and indexes light up, with luminescence, for easy reading, and make the dial shine.  TAG has made a name for themselves as an avant-garde watch maker, by consistently producing dazzling designs, like this one.  The bezel and case are offered in brushed steel, which is the perfect compliment to the brown dial.  And the whole look is finished, with a gorgeous multi-colored python strap.  The look is irresistible and the quality is all TAG.  This watch performs; too…it features a TAG Heuer caliber 6 automatic movement.  This watch movement is precise and accurate, and will last and last, if properly cared for.  You just can’t beat a TAG Heuer watch for quality and style.

TAG Heuer Women's Aquaracer For Summer

TAG Heuer watches are the perfect summer accessory.  These watches are sport luxury at its’ finest.  The TAG Heuer name has been synonymous with quality and precision excellence for many years, so why not pick up a TAG for your self?  This Swiss avant-garde watch maker has many styles to choose from for both men and women.  Their designs are always fashion forward and full of function.  TH takes their women’s collections seriously and appoints these timepieces with all the qualities you will find in their men’s line.  The women’s Aquaracer watches are spectacular. They come in full or mid-size models, and are all luxuriously finished.  The dials are in soft shades of pink, blue, and steel.  The bracelets are all high quality polished steel or combinations of steel and 18 carat gold, and are fitted with safety clasps.  Each of the Women’s Aquaracer watches are crafted with a scratch resistant sapphire crystal, and all are water resistant to the amazing depth of 985 feet!  These are real working watches, made with exceptional quality and care.  Some of the Aquaracer models come with diamonds accents, and all are equipped with luminescent hands, for easy reading at night or deep under water.  If you want to look stylish while you swim this summer, get your self a TAG Heuer Women’s Aquaracer!

TAG Heuer Pretty Pink Golf Watch

If you are searching for a watch that’s fun, feminine, and flirty…look no further than the TAG Heuer Golf watch.  TAG Heuer’s Women’s Golf watch, model WAE1114-FT6011 is one of this watch makers most lovely creations.  The Women’s Professional Gold watch meets all the standards for a sport luxury timepiece.  It is a Swiss Quartz movement, and battery operated.  This beautiful TAG watch features a petal pink coloration.  The dial is crafted in pink Mother-of-Pearl, with polished silver hands and indexes.  The distinctly designed square dial sits in a polished steel case of stainless-steel.  The case has been ergonomically designed to be slender and lightweight.  The Professional Women’s Golf watch has a scratch resistant sapphire crystal, and is water resistant to 99 feet.  This model for the ladies is fitted with a matching pink bracelet, made from a durable rubber material.  This is the first ever professional watch, created specifically for golfers.  It is ergonomically produced, to not interrupt your swing.  Tiger Woods, himself helped to design and develop this watch, which comes in men’s and women’s models.  Theirs is no beating the TAG Heuer Women’s Professional Golf watch for looks or performance.  This lovely ladies model will tickle you pink!

TAG Heuer Watches For Father's Day

Have you been searching for that perfect Father’s Day present?  If you want to really impress Dad this year, present him with a fantastic TAG Heuer watch.  TAG’s are simply the best made, most stylish watches around, and he will love it!  A TAG Heuer Formula One watch is a great option, because of its sport luxury appeal.  The Men’s Formula One watches come in lots of styles, all very bold and commanding.  All of these watches have large dials, featuring oodles of functionality.  The straps are either in polished steel or durable rubber, and are fitted with deployment clasps.  If the Formula One watch is too sporty for him, and he needs a dressier timepiece, maybe the Grand Carrera would be a better fit.  The TH Grand Carrera watches are quite luxuriously designed.  TAG utilizes the finest materials, and finishes them impeccably.  The Grand Carrera watches are not only stylish, they function with quality, as well.  All the TAG Heuer Grand Carrera Men’s watches are certified chronometers, and all Swiss made.  At the end of the day, you know that a gift like this will make him very happy.  TAG Heuer watches are made to last, so he will be able to enjoy this present for years.  Make this the Father’s Day, he remembers!