New Di­rec­tions

Bran­dish­ing a bold out­look, the TAG Heuer Car­rera Heuer 01 ex­em­pli­fies the pos­i­tive po­ten­tial of a new lead­er­ship.

Men's Folio (Singapore) - - Special Feature -

When Jean- Claude Biver, mav­er­ick head of LVMH’S watch divi­sion, took the helm of TAG Heuer in late 2014, it por­tended a rad­i­cal shake- up for the brand. True enough, his open­ing salvo with the Car­rera Heuer 01 shows just that. More than sim­ply a con­tem­po­rary- look­ing chrono­graph with a hugely recog­nis­able logo, its im­por­tance lies in shift­ing the brand’s di­rec­tion towards the fu­ture.

Frankly, it’s been a while since TAG Heuer’s of­fer­ings gained trac­tion with newer au­di­ences – loy­al­ists al­ready own the Mona­cos, Car­reras, and/ or Aquarac­ers they wanted, while mil­len­ni­als saw noth­ing that caught their at­ten­tion (they weren’t in­ter­ested in the whole mythol­ogy sur­round­ing Steve Mcqueen, for ex­am­ple) – so a new mind-set, full of dis­rup­tive de­sign and chal­lenged per­cep­tions, is pre­cisely what’s needed to re­vi­talise the brand.

De­spite the fa­mil­iar echoes of clas­sic Car­reras (the shape of the lugs re­mains, as does the rac­ing chrono­graph iden­tity), the Car­rera Heuer 01 sports a new case, con­struc­tion, move­ment, and over­all de­sign – el­e­ments that will go on to de­fine a num­ber of cru­cial re­leases down the line. The 45mm case stands out fore­most, in bare or ti­ta­nium car­bide- coated steel, with a 12- part mod­u­lar con­struc­tion that in­cludes sep­a­rate mid­dle, case back, bezel, and lugs. Also at­ten­tion grab­bing is the skele­tonised dial (rightly so, as this is the face of a new col­lec­tion), which has a highly tech­ni­cal out­look with see-through coun­ters and ex­posed date ring along­side prom­i­nent hour mark­ers and red chrono­graph hands. Beat­ing within is the Cal­i­bre Heuer 01, a slightly mod­i­fied ver­sion of the proven Cal­i­bre 1887 man­u­fac­ture move­ment, with re­designed ro­tor (in black), red column wheel, and skele­ton chrono­graph bridge; the chrono­graph mech­a­nism is the same as be­fore. The piece is com­pleted with a sporty per­fo­rated rub­ber strap that’s highly char­ac­ter­is­tic of the brand.

This year, the Car­rera Heuer 01 is ex­panded with three new it­er­a­tions, all read­ily achiev­able thanks to its mod­u­lar ap­proach. They in­clude the first bracelet in the col­lec­tion, made from H-shaped links in the Car­rera de­sign, with al­ter­nat­ing satin- brushed and pol­ished fin­ishes; full steel and ti­ta­nium op­tions (the lat­ter is nick­named “Grey Phan­tom”); and a ce­ramic and rub­ber com­bi­na­tion for ut­most re­sis­tance.

Newspapers in English

Newspapers from Singapore

© PressReader. All rights reserved.