The Manual Wind: Tag Heuer Carrera Heuer 01 Chronograph

By Jacob Kienlen Published May 14, 2020

Marketing in the watch world has become as competitive as the events the brands sponsor. When Jean-Claud Biver took the wheel at Hublot, a marketing push of the then fresh Big Bang ensued. Creating partnerships with sporting events and teams, brands, and the famous not only spawned a huge demand for this new timepiece, but a new image for Hublot. Having left Hublot but remaining in the LVMH family, Biver has taken on his latest project; the revival of Tag Heuer. The first piece under this new regime was just released at the 2015 Basel Watch Fair. The Tag Heuer Carrera Caliber Heuer 01.

15btag01 — Image used with permission by copyright holder

This piece is truly characteristic of the Biver mindset. A modular case of twelve different parts able to be produced in many colors, materials, and finishes is the recipe for creating what will surely be the newest Tag Heuer flagship timepiece. Within this newly designed 45mm titanium case lies what will also be the new standard for Tag Heuer, the Caliber Heuer 01. This new in-house automatic column wheel chronograph raises the bar for Tag Heuer. All dressed up for its debut, this movement can be 15btag01a seen through the dial of the new piece not only making for a technical looking watch, but showing how Tag now means business. New case design, new movement, new Biver identity.

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The Tag Heuer brand is repositioning. With the watch brand turn-around king now setting the course, this established brand is ready to enter the tough terrain that the watch world has become. Biver’s clear goal with Tag Heuer is to create an attractive, reliable, high quality swiss timepiece all the while remaining in a modest price point. This first example, priced well below ten thousand dollars, is only the first strike. Next through the rumor mill, a Tag Heuer Tourbillon priced under twenty thousand. Stay tuned!

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Former Digital Trends Contributor

Jacob Kienlen was a culture writer for The Manual. Born and raised in Portland, Oregon, he has considered the Northwest his…

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