Posts tagged TAG Heuer

A Halloween Look at Skeleton Watches

Halloween is here and that makes this the perfect time to talk about skeletons. Well, not the kind we usually think of at Halloween, but the kind we think of when we think luxury timepieces: Skeleton watches. Referred to as skeletons or skeletonized watches, these timepieces are intricate and alluring because the majority of the metal movement parts have been cut away and sculpted to offer open-worked magnificence.

To create a skeletonized watch, skilled master artisans and watchmakers spend hours upon hours slimming pieces to their tiniest possible size so that only the minimum metal is visible. Sometimes the skeletonizing — the act of paring away the metal and then finely finishing it — can take several weeks to a month. It is also a fine balancing act, because as the metal is removed, the strength of the material can be compromised, affecting the integrity of the watch. The perfect skeleton is bare bones, but still generates maximum efficiency and precision.

Generally, once a movement has been fully finished, it is cased between a sapphire crystal and sapphire case back, enabling stunning see-through visibility of the beautiful work of art. Sometimes, certain brands opt to just showcase a portion of the movement instead of the entire movement. In those cases, there is usually an aperture in the dial for viewing the finely finished components. We invite you to stop in any time and take a look at the masterful work inherent in a skeleton watch.

Cars, Watches and the Daytona 500

This past weekend, the Daytona 500 took place in Daytona Beach, FL, though certain favorites didn’t make it to the final run, including Kyle Busch, who broke a leg and foot in a hard crash during the Xfinity Series race on Saturday at Daytona International Speedway. Nonetheless, the race was exciting – with Joey Logano speeding to victory in the 57th Great American Race. Logano is the youngest winner in the history of the Daytona 500 at just 24 years old.

All of the excitement with this race, and others coming into the season, reminds us of the precision mechanics it requires to build these performance engines and the patience and fortitude of the drivers. It is a field not unlike the world of precision mechanics under the hood of a watchcase.

In fact, as more watch brands recognize the synergy between precision mechanics of timepieces and automobiles, they are getting more involved in the world of motorsports. From actually taking title roles as Official Timer of certain races to sponsoring teams, drivers and rallies around the world, watch brands are on top of the fast-paced world of automobiles.

Rolex, for instance, has been intimately involved in auto racing since 1935, and solidified its position in the sport in 1959 when it began its association with the Daytona International Speedway. The brand continues to sponsor the Rolex Daytona races, as well as the Rolex Monterey Motorsports Reunion every year in August, among other automotive activities. The brand’s iconic Daytona watch is the one most associated with automotive sports.

Similarly, Tudor is the Entitlement Sponsor of Tudor United Sportscar Championship races. This series combines two previously separate races — the American Le Mans Series and Grand Am Road Racing — under one umbrella managed by the International Motor Sports Association (IMSA). The TUDOR Grantour Chrono Fly-Back watch has a strong tie with the world of auto racing, as it allows consecutive time intervals to be measured rapidly via the on-the-fly chronograph reset and instant restart function.

TAG Heuer has long been involved in the world of auto racing – dating back to the Pan-American races. The brand is actively involved in the fully electric FIA Formula E Championship, World Rally (with Sebastien Ogier joining as a brand ambassador), is the Official Watch Partner of Nissan NISMO, and sponsors the TAG Heuer Premier Motor Racing Exhibition, which kicked off in Kuala Lumpur in January. The brand creates both the Monaco and Carrera watch lines that honor this sport and that have become renowned around the world for their race-inspired design and top-quality craftsmanship.

We are proud to carry these brands and others with auto-inspired themes. Stop in any time to see them.

TAG Heuer Doesn't Crack Under Pressure

Recently TAG Heuer hosted a couple of very important events that highlight the brand’s commitment to sports. Not only did the brand unveil a new Times Square New York billboard with two recent marathon runners (Michelle DeLucca and Justin Michalski) profiled, but also announced its role as the Official Timekeeper and Timepiece for the New York City Marathon. While these exact events took place in New York City, they underscore TAG Heuer’s national (and even global) commitment to physical fitness.

In fact, TAG Heuer will be timing other sports marathons across America and around the world as part of its new strategy to reaffirm its sports roots and to convey its message “Don’t Crack Under Pressure.” The direction of the brand is to focus on sport watches, chronographs and healthy competition, and the partnerships with marathons extend its motor racing territory to another much-loved ground sport.

“Running a marathon requires great physical strength and even more mental strength, and this is even truer if you want to be one of the gallant marathon 'finishers,'" says Stephane Linder, Global President and CEO of TAG Heuer.

For this top-notch Swiss sports watch brand, the connection to marathon running – wherein men and women of all ages participate – ensures greater visibility for the brand and its cutting-edge chronographs. Stop in to see our selection of TAG Heuer watches.

Attention Grey's Anatomy Fans: TAG Heuer Doesn't Want You to Crack Under Pressure

TAG Heuer is watch brand dedicated to individualism, sports, precision excellence and innovation. As such, it developed its very intriguing campaign, “Don’t Crack Under Pressure,” wherein many of its brand ambassadors are captured in their sports element always forging ahead.

So, what does this have to do with Grey’s Anatomy, you ask? One of the newest partnerships TAG Heuer has developed is with the dreamy Patrick Dempsey, who stars opposite “Meredith Grey” in the popular television show. However, Dempsey is not only a Hollywood actor, but also is an avid international automobile racer and owner of the Dempsey Racing Team, which has signed a long-term partnership with TAG Heuer.

Two weeks ago when Dempsey Racing did not win at the Circuit of Americas, Dempsey didn’t crack under the pressure. Instead he has set his sites on the next race. So, what watch does he wear? The famed TAG Heuer Monaco Automatic chronograph.

Others brand ambassadors who didn’t succumb to the pressure recently? Tennis legend Maria Sharapova, who won the 2014 China Open in Beijing this past weekend. She wears the diamond-adorned white Monaco watch. Also this weekend Kei Nishikori won the 2014 Tokyo Open as he stayed focused on his goal to bring home the trophy. His watch of choice? The TAG Heuer Aquaracer Caliber 5 automatic watch. None of these stars cracked under pressure. But we invite you to view the video below about this TAG Heuer campaign. Also, we are proud to carry many variations of these star-selected watches. So stop in and take a close up look.