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Articles Archive for January 2010

Baselworld 2010 »

Baselworld 2010 Preview

With Baselworld now only six weeks away, it is time to look into the crystal ball and put together some predictions on what TAG Heuer might be showing us in Basel. Baselworld is the annual major trade show for watches and jewellery and is held every March in Basel, Switzerland.
While TAG Heuer do release new models  throughout the year, the major launches are always at Baselworld…and given that this year is TAG Heuer’s 150th anniversary, it’s not unreasonable to expect that we should be seeing some special watches from TAG …

6000 Series, F1 Racers, Kirium, Limited Edition, McLaren, S/el »

The TAG Heuer McLaren Watches

TAG Heuer and the McLaren F1 team have had a long association, not just through common ownership (TAG formerly owning both TAG Heuer and 50% of what was called McLaren International; Ron Dennis of McLaren being a shareholder in TAG Heuer), but also through TAG Heuer’s sponsorship of the McLaren F1 team.

In the mid-late 1990s McLaren was undergoing a period of change- it had split from long-time engine partner Honda in 1993 and lost the Marlboro sponsorship deal at the end of 1996. So 1997 was a new chapter for …

Heuer Watches, Lemania 5100 »

Heuer and Lemania: Part One

One of the more interesting chapters in Heuers history is its relationship with Lemania in the 1980s. Heuer watches with Lemania automatic movements first appeared in the 1983 Heuer catalogue alongside what was to be the last appearance of the Chronomatic watches. Featured in the 1983 Heuer catalogue are the following watches, all powered the Lemania 5100 movement.

510.50X series- “Lemania 1000″ series
510.511/523- “Lemania Carrera”
510.513- “Lemania Cortina”
510.403- “Lemania Silverstone”
510.508- “Gold Lemania Carrera”

Heuer would later add two other limited production Lemania models- The Heuer AudiSport (seen right with its Lemania branded counterpart) …

Microtimer, Review, Watch Collecting »

Review: TAG Heuer Microtimer

It can be said that there are three types of watch collectors- the “traders”, the “flippers” and the “accumulators”. Accumulators will never sell a watch, even if it only gets worn once every leap-year. A flipper will buy today with the aim of wearing for a week, keeping the sticker on the back and then selling on at a profit. The trader, which describes how I collect watches, sits somewhere in the middle.
I never buy a watch with the sole intention of making a turn on it (which is just …

Business News, Other Watch Brands »

TAG Heuer and Zenith Merger

TAG Heuer and Zenith- both owned by luxury good conglomerate LVMH, have announced the merger of the two houses under a new holding company. TAG Heuer and Zenith are now part of LVMH Swiss Manufactures SA, along with Cortech (the TAG Heuer-owned case manufacturer). TAG Heuer CEO Jean-Christophe Babin will head the new group.
The news comes in the same week that Bulgari announced that the Daniel Roth and Gerald Genta brands will cease to exist as independent brands and will instead be co-branded on Bulgari watches.

Business News, Monaco »

TAG Heuer Monaco V4 iPhone Application

Over the last few weeks TAG Heuer has released a Monaco V4 iPhone application- the first TAG Heuer mobile application, or app, which offers some great video and photos of the new V4 Monaco. Far from being just a novelty download, the use of a dedicated mobile app- whether it be for the iPhone, Nexus One, Palm or other platform, is perhaps the most exciting new marketing channel for watch companies since the development of the internet itself. Before explaining why, here is a brief overview of the app itself.

The …

Focus, Formula 1 »

New Arrival- TAG Heuer F1 Chronograph

My first watch of 2010 arrived this week and its something a little different from the usual 1970s Heuer Chronographs- a 1990 TAG Heuer F1 quartz Chronograph (ref. CA 1211-RO). I’m planning a more detailed look at the TAG Heuer F1 series shortly, so today only a brief  overview of this watch.
This is the second series F1 watch, and the first to come with a chronograph function, via an ETA 251.262 quartz movement. While its tempting to think of the F1 as TAG’s “Swatch”, this was no cut-price special- the …