TAG Heuer pushes the boundaries with a bold yet elegant redux of the famous Aquaracer
It is hard to imagine but the TAG Heuer Aquaracer story began more than 40 years ago – the Heuer Ref. 844 was released in 1978. And now, a new-generation model, the Aquaracer Professional 300, continues the legacy with an updated aesthetic that remains instantly recognisable to fans of the original.
TAG Heuer’s CEO, Frédéric Arnault takes up the story, ‘‘TAG Heuer has been making bold, high-performance, stylish, luxury tool watches for more than four decades. The Aquaracer Professional 300 picks up a much-loved story and moves it on with the most significant step we’ve taken to develop our Aquaracer collection in many years. Pushing the limits with high functionality, and a bold and unmistakable aesthetic.’’
Updating the Aquaracer’s unmistakable aesthetic is a significant challenge to the design team at Tag Heuer, as the model has featured six signature pillars since 1983. Since that date, each model within the Aquaracer collection has always featured a 12-faceted uni-directional rotating bezel, screw-down crown, sapphire crystal, luminous markings, a double safety clasp and water resistance to at least 200 metres.
Starting with that famous 12-sided bezel, the designers have integrated a ceramic insert that is available in black, blue or green depending on the dial colour. The 12 facets of the bezel have been fluted so that the wearer can grip and turn it with greater ease. Out of sight but equally important, the bezel’s internal tooth profile has been re-engineered for a smoother, quieter and haptically satisfying operation.
The caseback of the Aquaracer Professional 300 sees a return of the famous scaphander diving suit that first appeared in 2004. Of course, the 300 in the new Aquaracer’s name indicates water resistance to 300 metres.
The collection launches in two sizes – 36mm and 43mm – and seven references. Six models are fashioned from stainless steel, while the remaining 43mm reference is in titanium with a green dial and bezel. The stainless-steel models are available with dials in black (black bezel), silver (black bezel), and blue (blue bezel).
A 844-unit limited-edition Tribute reference features a flat black finish, Grade-5 titanium case and vintage rubber strap.
The new Aquaracer Professional 300 collection offers excellent value for money starting at $4100.
To celebrate the new Aquaracer Professional 300 collection, TAG Heuer is releasing a stunning new brand campaign filmed by Swiss filmmaker Jonas Egi. In saturated colours, Egi captures three outstanding athletes as they explore their own limits. Filmed in Nice, France, Nazareth, Portugal and Hawaii, the video features American waterman Kai Lenny, a long-standing TAG Heuer ambassador, freediving champion, videographer and Friend of the Brand Julie Gautier, and diver Robin George.
“We are very proud and excited to release this amazing campaign dedicated to the launch of the new TAG Heuer Aquaracer collection. The idea behind the campaign is to take the customer on the journey beyond the edge of extreme sports. We want to inspire our audience by highlighting those special moments when world-class athletes go beyond their limits and enter new dimensions. In doing so, we are also able to showcase the incredible qualities of the new Aquaracer range,” explains George Ciz, Chief Marketing Officer for TAG Heuer.
Go to tagheuer.com or call 1800 809 915