Watches and Wonders 2025: TAG Heuer New Releases

A Momentous Evolution

Widely regarded as one of the great marketing forces of the watchmaking industry, TAG Heuer has had a lineage of impactful and memorable advertising campaigns, and a dynamic strategy which has often been imitated but never duplicated.

From its pioneering involvement in sports timekeeping, including presence at the Olympic games in the 1920s, and the inseparable connection to motorsport with Jack Heuer’s visionary ideas resulting in the first logo on a Formula l® car in 1969, as well as the first team partnership in 1971, the company has always been at the forefront of creativity and pushing the boundaries of communication. From the moment Jack engaged Ries, Cappiello & Calwell in New York to design the first print campaigns in the 1960s, it would herald the arrival of the strong visuals TAG Heuer has become known for.

In 1990 the company would launch “Don’t Crack Under Pressure” a tag line that has become closely connected to the brand to this day, and which provided a platform for incredible growth through the 1990s. With strong black and white visuals complimented by the TAG Heuer logo in colour and composed of athletes including a cyclist, fencer, archer, skier, and drivers like Ayrton Senna and Michael Schumacher, at their moment of truth.

1995 would witness the arrival of the next step in the elevation of TAG Heuer with “Success, It’s a Mind Game”, that featured iconic visuals of athletes putting themselves under exceptional conditions. A golfer making the final putt to a hole surrounded by priceless vases, a Formula l® car racing a fighter jet, sailors competing at the top of a waterfall, a horse rider jumping between buildings, and a rugby team in a scrum at the edge of a cliff, all created arresting visuals.

Other Campaigns would follow including “Inner Strength” in 1998, “What Are you Made Of” in 2002 and “In Theory” in 2014, all of which continued the evolution of the brand, elevating its desirability and clients around the world.

Speed and Partnerships Fuel a New Design

1986 was a significant year for the brand, not only for the debut of the TAG Heuer Formula 1 collection, but as the official debut of the newly named TAG Heuer. With the acquisition of the historic Heuer name by Techniques d’Avant Garde group the two companies would unify, driving forward with their shared philosophies of performance, innovation and futurism to reimagine the watchmaking industry.

The strategy would crystalize in the years that followed with revolutionary approaches to product, sales, marketing and development, and the TAG Heuer Formula 1 collection would be at the very centre of this new universe. Embracing the zeitgeist of the late 1980s, with hues that had not been seen before in the luxury Swiss watchmaking industry, the collection resonated with new consumers through its cultural connection.

Many people today have fond memories of choosing one of the brightly coloured watches with their innovative design as their first Swiss watch and it is an honour for TAG Heuer to continue to be a part of this tradition today, now with a reimagined, highly innovative redesigning of the TAG Heuer Formula 1.

Over the years, the TAG Heuer Formula 1 has continued to evolve, with collaborations that have shaped its journey-from working with legendary ambassadors to partnerships with powerhouse brands like Kith and Oracle Red Bull Racing. Every collaboration has left a mark, in the brand’s DNA and in watch lovers’ hearts, proving that the collection is not just about precision timekeeping but about living and breathing the thrill of racing.

As the official timekeeper of Formula 1®, TAG Heuer’s relationship with the sport runs deep. The brand’s legacy is stamped across decades of high-speed history, from pioneering sponsorships such as Ferrari in 1971 and McLaren in 1979, to timing the most nail-biting finishes in modern racing. Now, the TAG Heuer Formula 1 collection continues to celebrate this bond, launching new timepieces that blend incredible history with forward-thinking design and innovation.

Innovation that Drives Performance

At the heart of the sandblasted steel cases with a DLC treatment or the TH-Polylight cases of this release is the Solargraph movement, a first for the TAG Heuer Formula 1 lineup. TAG Heuer’s Solargraph movement is known for harnessing the sun, an unlimited energy source and offers many guaranteed benefits. With the Solargraph movement, the watch’s battery is recharged by the sun or artificial light. A two-minute exposure to direct sunlight is enough to power the watch for an entire day. Once fully charged, after less than 40 hours in the sun, the watch can run for up to 10 months with no light exposure. If the timepiece stops ticking, it only needs exposure to any light source for ten seconds to get it started again, thanks to its ultra-efficient recharge time. Its battery boasts an impressive 15-year lifespan, ensuring long-term reliability

Beyond the movement, the introduction of TH-Polylight, a new material for TAG Heuer known for its light weight, durable, limitless color possibilities, and its ability to optimize both ergonomics and aesthetics, marks another milestone in TAG Heuer’s commitment to innovation. The re-engineered bidirectional bezel – in its iconic shape beloved by TAG Heuer Formula 1 fans – is crafted from TH­ Polylight. The sensory experience has been reworked, producing a refined mechanical sound when rotated – adding a touch of sophisticated tactility.

To understand the significance of the TAG Heuer Carrera, one must go back to the early 1960s, when Jack Heuer envisioned a watch that would reflect his love for motorsport. Inspired by the legendary Carrera Panamericana Road race in Mexico held in the 1950s—a treacherous event celebrated for its daring and glory—Jack Heuer sought to create a timepiece that captured the spirit of the drivers who braved it. He wanted legibility, precision, and practicality: a watch that could withstand the adrenaline of competition while being effortlessly elegant.

The TAG Heuer Carrera was born in 1963. With its clean lines and innovative chronograph design, it quickly became synonymous with the golden age of racing. But what cemented its place in the world of motorsport was Jack Heuer’s clever decision to gift gold TAG Heuer Carreras to victorious drivers. These watches, worn by some of the most iconic figures in Motor racing and beyond, quickly became symbols of success – and in some cases, good fortune too.

One of the most remarkable examples of the TAG Heuer Carrera’s “Success Watch” status came with the launch of the TAG Heuer Carrera reference 1158 in 1970. Introduced to celebrate Heuer’s listing on the Swiss stock exchange, this watch would be worn by members of the Heuer family, including Jack Heuer himself. What followed was a period of great success for the brand, highlighted by a timing deal with Ferrari in 1971 – a partnership that ultimately saw Niki Laura crowned Formula 1 World Champion in 1975.

Precision and Comfort on a Wrist

While the TAG Heuer Carrera Day-Date’s silhouette remains instantly recognizable, TAG Heuer has introduced subtle yet impactful enhancements. The three-dimensional dial design has been meticulously crafted, with each detail enhancing readability, such as the larger, more spaced-out markings, all while maintaining a stylish look. The day-date function is central to this timepiece and on certain watches, the tone-on-tone date disk is seamlessly integrated into the dial, with a triangular highlighter adding a playful touch of modernity.

TAG Heuer has also focused on wearability, rethinking the bracelet and strap options to align with contemporary needs. The steel bracelet now has a new quick-change link system. It will allow wearers to adjust the size effortlessly at home, without the need for tools. This user-friendly feature, combined with the bracelet’s tapered, flexible design, ensures that it is both practical and elegant. Meanwhile, the leather strap on the black fine grained dial timepiece has been given a fresh definition, with visible light blue linings along the sides that add a subtle but impactful visual signature.

The TAG Heuer Carrera Date Twin-Time will come with the steel iconic TAG Heuer Carrera H bracelet, with the new easy link change system and double folding clasp.

When Avant-Garde Design Meets Split-Seconds Precision

Since its debut in 1969, the TAG Heuer Monaco has stood as a symbol of audacity and avant-garde design. Defying conventional watchmaking norms, the TAG Heuer Monaco was the first automatic and water-resistant square chronograph wristwatch, featuring the famous Calibre 11, innovations that immediately set it apart. With its distinctive square case, signature blue dial, and left-sided crown, the TAG Heuer Monaco became a staple of cutting-edge style and technical prowess.

The TAG Heuer Monaco also holds a special place in pop culture, famously worn by Steve McQueen in the 1977 film Le Mons. Its association with motorsport legends and creative visionaries like Sammy Davis Jr. and Stanley Kubrick has only strengthened its status as a timepiece synonymous with rebellious style and innovation.

Building upon its expertise in chronograph movements, TAG Heuer is now introducing the TAG Heuer Monaco Split-Seconds Chronograph | F1®, This timepiece revives a complication deeply rooted in TAG Heuer’s history of precision timekeeping, as the Maison has been mastering this highly complex chronograph function for over a century. In 1916, TAG Heuer introduced the Mikrosplit, a stopwatch capable of simultaneously measuring separate time intervals down to the 1/100th of a second. This early achievement laid the groundwork for a series of other timekeeping instruments-from stopwatches used at the Olympic Games in the early 20th century to dashboard timers that found their place in the high-octane environment of motorsport.

In the 1960s, the Heuer split-seconds stopwatch reference 11.402 became the trusted tool in racing pits, assisting teams like Scuderia Ferrari with timing that made the difference in critical moments. Later, in the 1990s, the Maison’s quartz split-seconds chronographs gained widespread appeal among racing legends, including Ayrton Senna, Gerhard Berger, and Michael Schumacher.

The Heart of Precision

At the core of the TAG Heuer Monaco Split-Seconds Chronograph | F1® beats the automatic split-seconds chronograph Calibre TH81-00. This movement stands as one of the lightest, yet most advanced chronograph calibers ever made by TAG Heuer. The split-seconds function, or “Rattrapante” in French, is renowned for its complexity. This ingenious mechanism allows for the simultaneous measurement of two separate time intervals, perfect for tracking multiple racing laps or concurrent sporting events.

Every detail of the Calibre TH81-00 represents Swiss craftsmanship, from the hand-finished bevels to the black mirror-polished screws. The oscillating weight is fashioned in the iconic TAG Heuer shield shape and features a brushed finish as well as a hand-painted white and red kerb-inspired design. A TAG Heuer signature, the checkered-flag pattern on the various bridges along with their polished bevels are entirely handmade and demonstrate the Maison’s dedication to top-tier finishing.

Formula 1® on the Wrist

Inspired by the signature colors and dynamic spirit of Formula 1®, the sleek white ceramic case, crown, and pushers mirror the aerodynamic lines of a high-performance racing car, representing both precision and performance. Every detail evokes the craftsmanship and technical perfection synonymous with Formula 1® engineering.

A vibrant, red-tinted translucent dial captures the sheer adrenaline of race day. The chronograph counters are inspired by racetrack design, featuring an asphalt-like finish, white and yellow starting grid positions and the official F1 typography – an authentic nod to the sport’s visual language and competitive spirit. The counters also feature the phrase made famous by British commentator David Croft: “LIGHTS OUT & AWAY WE GO.” This legendary declaration captures the electric anticipation of every Grand Prix start, making it an integral part of the timepiece’s identity.

Further deepening the connection to Formula 1®, a discreet signature appears at 6 o’clock on the minute track with the Formula 1® logo. Adding a final touch of racing DNA, the green and red TAG Heuer shield at 12 o’clock has been lacquered by hand, echoing the one on the crown.

This exclusive timepiece is equipped with a white calfskin strap embossed with a textile pattern and features a double-deployant clasp in grade-5 titanium with an easy-adjustment link. Presented in a specially designed wood lacquered box inspired by the signature colors of Formula 1, the packaging features white and red hues, perfectly complementing the timepiece.

As an exclusive limited edition of only 10 pieces, each individually numbered, owning the TAG Heuer Monaco Split- Seconds Chronograph | F1® is akin to holding a piece of racing history.

In the 1960s, TAG Heuer timepieces became highly linked with high-performance precision, their designs blending functionality with aesthetic. Among the many elements that defined this era for the watchmaker, one stood out for its sophistication—the beads-of-rice bracelet. A staple of the TAG Heuer Carrera collection, this intricate bracelet design became a collector’s favorite.

Now, the signature bracelet is back in a contemporary reinterpretation. The beads-of-rice design merges vintage inspiration and modern craftsmanship. While honoring the classic design language of its predecessor, TAG Heuer’s engineers have reworked the bracelet’s ergonomics to ensure superior comfort. Characterized by alternating rows of larger flat outer links and smaller rounded central links—resembling grains of rice—the bracelet offers a smooth feel on the wrist. Its construction allows for improved articulation, ensuring a perfect fit that follows the natural contours of the wearer’s wrist.

Designed specifically for the TAG Heuer Carrera Chronograph, the new bracelet elevates the watch’s distinctive character. While earlier designs in the 1960s featured a double beads-of-rice configuration, this new execution focuses on a single-row interpretation, creating a more contemporary aesthetic while preserving the unmistakable charm of the original.

Crafted from fine-brushed and polished steel, the seven-row construction strikes a balance between strength and refinement. The folding clasp, also fine-brushed and polished, is equipped with double safety push buttons and sports the applied TAG Heuer shield—an emblem of the brand’s craftsmanship.