TAG Heuer has marked the launch of the 2011 Link series in South East Asia with a competition encouraging creative types to put together a 30-60 second video or animation about the new Link.
Each person was given only three photos of the watch and from that had to create something original and consistent with the design and positioning of the new Link series.
More than 40 submissions were received, with the judges working down to a final seven, which will be unveiled over the coming days on the South East Asia …

One of the best pieces of advice that I can give to anyone wanting to buy a watch is this: go and try it on. That may seem obvious to most, but given that you can now research a watch and have it delivered to your front door without leaving the couch, there is an increasing temptation to buy a watch based on photos alone- most of which are taken in a studio with fancy lighting and heavy editing.
Likewise, you can’t review or learn about a watch from official photos …

Continuing on the fast pace of new models this year comes perhaps TAG’s most important mainstream release for 2011- the new Link series.  Along with the Carrera, the Link is one of the top-selling TAG Heuer lines and is positioned as the “elegant” sports watch- you won’t see a Gulf-striped, PVD black Link any time soon.
First introduced in 1987 as the S/el, the range was re-named “Link” in 1999 after the distinctive “Double-S” shaped links in the bracelet. The design of the bracelet was one of the main points of …

The TAG Heuer Link range traces its origins back to the S/el (“Sports and Elegance”) watch that was introduced in 1987. Designed by Eddie Schopfer- the same man responsible for the 2000 series- the S/el came to symbolise 1980s/ early 1990s TAG Heuer….for better or worse.
The S/el was re-designed and re-named “Link” in 1999, and was followed by in 2003 by a second-generation Link, the design of which continues today.
All of the Men’s Link series use the same basic design- a 42mm brushed stainless steel case with matching bracelet. There …

Many of the posts on Calibre 11 focus on the deep relationship that Heuer/ TAG Heuer has with motor racing- and in particular with Formula 1. You only have to look through a Heuer catalogue from the 1970s to see model after model named after famous racing tracks scattered around exotic parts of the world.
But despite this motor racing focus, Heuer/ TAG Heuer also has a rich history of supporting other sports where exact timing is essential, such as Diving, Skiing and in particular, Sailing. Of course, there are many …

Two more watches that are new for Baselworld 2010 are the TAG Heuer Link Advanced GMT and the Lady F1.
I’ve never been a big fan of the Link series- OK, its more elegant than some of the more overtly sporting TAG Heuer watches, but it’s never been one to set the heart racing.
This GMT version however is quite clever. The watch has a magnetic bezel system, and as you rotate the bezel the disc with the city names also rotates.
The watch uses the Calibre 7 movement (ETA 2893) and features …

For better or for worse, watch ambassadors have become an indispensable part of the marketing landscape these days. Some of them have a genuine affinity with the brand they’re representing, some see their watch deal as just another in their portfolio of celebrity endorsements.
While the ambassador concept doesn’t do a lot for me, I have to confess that a big part of the reason that I started getting interested in TAG Heuer was because it was the watch worn by my favourite sportsman: Ayrton Senna.
Senna was the perfect ambassador for …