TAG Heuer proves that you can improve a classic
TAG Heuer proves that you can improve a classic
It certainly doesn’t feel like it, bit we’re in the pointy end of 2020. Being TAG Heuer’s 160th anniversary, the Swiss brand has already dropped two impressive limited editions to mark the occasion (the Carrera Heuer 160 Years Silver and Carrera Montreal) and has promised 10 more celebratory models by the end of the year. Out of these, TAG Heuer’s latest reveal is a big one: a compelling reimagining of one of its most enduring icons, the Carrera Sport Chronograph.
Inspired by the historic Carrera Panamericana race, TAG Heuer Carrera is considered by many as “the driver’s chronograph”, thanks to its cult-status among motorsport enthusiasts and drivers around the world. Clean, sporty and unfussy, it has also been one of TAG Heuer’s most influential timepieces –after all, imitation is the most sincere form of flattery, no? Embodying the spirit of a performance car’s tachometer, the Carrera was born in 1963 when then- CEO, Jack Heuer, desired a timepiece for in-the-moment glances when under pressure, under the influence of a surge of adrenaline or moving through modern life at full-pelt.
Four new flagship models of the Carrera have been added to the brand’s evergreen core collection, each taking the genius of the original and upping the ergonomics and long-wear comfort- factor significantly. The 44mm stainless steel case with a transparent backside features more streamlined integration of the glass, shorter lugs and a thinner H-shaped bracelet. Those with a magpie’s eye will notice the contemporary brushed finish on the face and fresh colourways. The Carrera Sport Chronograph arrives in navy, olive and in two black variations, including a velvety black and rose-gold model with an alligator strap, rose-gold lacquer-filled ceramic bezel (a TAG Heuer first) and 18K rose gold crown and pusher. The timepieces are, of course, powered by the house-developed Caliber Heuer 02 movement, which brags the highest of the brand’s mechanical developments in timekeeping, such as a vertical column- wheel chronograph movement, vertical clutch and 28,800 beats/hour (4 Hz) pulse, plus an 80-hour power reserve.
The new Carrera Sport Chronograph collection not only keeps the 57-year flame of this timepiece burning but arrives at a time where it seems simplicity, modernity and comfort are valued more than ever. It just so happens to be infinitely practical and aesthetically pleasing on all levels as well. Regardless of the speed at which you’re moving.
To accompany the release of the Carrera Sport Chronograph, TAG Heuer has launched a new brand campaign called Forever Chasing Tomorrow. The highlight of the campaign is a 100-second film titled The Longest Night, that was directed by Daniel Wolfe who has previously worked on campaigns with brands such as Nike and Mini. The Longest Night focusses on an endurance racer driving through the night, as it speaks to TAG Heuer’s enduring association with long-distance motorsport and to the Carrera’s very name. According to the brand, endurance racing is about facing adversity and never giving up, a mindset that is especially true in 2020.
From $8300. Visit tagheuer.com