The 2015 Baselworld marked a change for Tag. First, there was the smart watch announcement, then there was the shiny new fleet of Ambassadors drawn from different fields of sports, fashion and entertainment – DJ David Guetta, Model Cara Relevingne and Footballer Cristiano Ronaldo – complete with an inspirational hashtag for an advertising slogan and each with them equipped with their own limited edition wristwatch.
One marking the 30th anniversary of Tag’s partnership with McLauren Formula 1 race team and updates to the prestige Monaco V4 line and a Carrera Calibre 18.
The Carrera Heuer 01
But the newest thing was the Carrera Heuer 01 which is a revamped, new constructed calibre on which the new collections are going to be based on. Obviously, the name Heuer 01 is meant to emphasis on how important this is for the series. The movement is modular which should make it easier to build a larger collection and the case is made from light titanium which would make it more shock proof. The price is marked right around the USD $5000 mark.
Then there’s the new fleet of Ambassadors, marking the new interim CEO’s direction to making Tag more relevant to the youth market with arguably a superficial collection of special editions – A Carrera for model slash social media bait, Cara Relevigne, with a diamond studded bezel and a caseback referencing her star sign; A green themed Formula 1 CR7 numbered edition for Footballer Ronaldo; A travel watch in blue for David Guetta and a blazing red one for the McLaren Formula 1 team.
The TAG Heuer Carrera Cara Delevingne
The TAG Heuer Formula 1 CR7 for Cristiano Ronaldo
The TAG Heuer Formula 1 – McLaren wristwatch
Tag also released a brushed carbon fibre matt black version of its prestige Monaco V4 wristwatch. A more stylish version, ultra-light weight and extra shock resistant version. The Monaco V4, for those who may not know, is a mechanical watch that is more reminiscent of the cylinders in aFormula 1 engine because it uses belts instead of the usual round rotational movements. Back when it first came out, it was awarded the Red Dot Design Award in Germany, the Watch of the Year prize by Wallpaper magazine and the Best of What’s New prize by Popular Science magazine.
Tag Heuer’s Monaco V4 Phantom
And finally, the new chronograph. Tag’s Calibre 18 – a 39mm steel automatic watch that also comes equipped with a telemetric scale on its inner bezel ring. This function was formerly used by the military to measure their distance from artillery fire based on the speed of sound, which of course, is more relevant today than the entire cavalry of Apple wristwatches. And you could always use the function to determine how far you are from a storm.