Em­bark­ing on a whole new di­rec­tion, TAG Heuer is step­ping up its game and re-in­vent­ing its im­age as the world’s most loved brand for its tech­ni­cal bril­liance.

Esquire Malaysia Watch Guide - - Special Features - Words by Leong Wong

IN THE ’ 70S JA­PANESE quartz watches in­fil­trated the world and cap­tured ev­ery­one’s at­ten­tion for al­most 20 years. For those who did not waiver from their pref­er­ence for Swiss watches, the early adop­tion of dig­i­tal and quartz tech­nol­ogy helped TAG Heuer be­come a house­hold name. It was nearly ev­ery boy’s first watch that they car­ried into adult­hood. Even to­day, Tag Heuer is still very much favoured by young Euro­pean roy­als. Over the last few years, TAG Heuer has been re­vamp­ing their im­age. By aim­ing to keep their long­time fans while also cap­tur­ing a more ma­ture mar­ket, they have de­vel­oped a new trendy im­age that has boosted TAG Heuer’s ap­peal among fans and col­lec­tors of cool tech alike.


There couldn’t be a bet­ter watch to hon­our founder Edouard Heuer, as it em­bod­ies what the Heuer spirit has al­ways been about: stylish, sporty and tech­ni­cal. The Cal­i­bre Heuer 01 is the dark knight armed with cut­ting-edge arse­nal, ready to do bat­tle with pre­ci­sion. It has an an­thracite brushed bezel with grey tachymeter fram­ing an ex­posed or skele­ton dial

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