![]() ![]() UPDATE: Note the updated date aperture position at 4 o’clock for better legibility and the TAG Heuer logo, now installed on the dial itself.įor the time being, however, this rather dark look is what TAG opted for, and with its dark dial, black bezel and strap, and shiny and completely flat lug surfaces, the balancing of the colors on the TAG Heuer Carrera Heuer 01 looks a bit off under some circumstances. What renders it truly new, though, is its 12-piece case construction, which includes the lugs, middle case, bezel, case back, crown, push-pieces, gaskets and the crystals on its front and back. TAG went with a metal-black-red colorway for the TAG Heuer Carrera Heuer 01, but the modular case construction will allow them to easily create new designs and color combinations without costs skyrocketing. It wears large, even for 45mm wide, as the lugs extend quite far away from the case – and because of this property, it looks sporty and borderline aggressive. I would recommend that hardcore fans of the brand do a side-by-side comparison with the images in the review I linked to just there to see how closely the TAG Heuer Carrera Heuer 01 actually comes to the design of some of the Carreras from recent years – while the TAG Heuer Carrera Heuer 01 seems “shockingly new” at first, there’s good reason why it has “Carrera” in its name. So, just how new is the TAG Heuer Carrera Heuer 01 really? Well, the 45-millimeter-wide case is what stands out first: in bare or titanium carbide coated steel, it is certainly is a novel design for the brand, and with its perfectly round dial and rather long, straight, angular lugs – if you squint hard enough – may remind you of the Carrera (reviewed here). The TAG Heuer Carrera Heuer 01 means a vital new chapter – and so our expectations are very high indeed. The TAG Heuer Carrera Heuer 01 is, of course, much more than just a new watch: it is the first to bear key design elements that will define a number of crucially important new releases from the brand, including the Heuer 02 Tourbillon Chronograph with a previously unheard-of price tag for a Swiss tourbillon watch of around $15,000, as well as the reported smartwatch that TAG has been working on with Google and Intel. The TAG Heuer Carrera Heuer 01 comes with a new case, new construction, new movement, and a new overall design for TAG. His primary goal was and still is to shake TAG up and define new goals for it specifically, to attract new target demographics with new pricing and product strategies… and voilà: Long time fans have already purchased most of what they wanted, they had their Monacos, Carreras, and/or Aquaracers while new fans were difficult to acquire, with nothing new to catch their attention.Ĭhanges had to be made, and the the most important one was what we were first to report in late 2014: TAG Heuer has a new interim CEO with the highly dynamic Jean-Claude Biver taking the helm at the brand. Many die-hard Heuer fans will be familiar with the direction TAG had taken in recent years: first, it remittently kept its prices on the rise in most all of its collections, pricing itself largely out of the market segment that was its bread and butter, and second, it somehow repeatedly failed to bring something genuinely new to the table – other than with its stratospherically expensive haute horlogerie collections. “The problem is that the young millennial demographic that TAG Heuer is seeking to attract has no idea (nor do they care) who Steve McQueen is or what TAG Heuer was doing in the 1960s.” This is one of the key take-away messages from our hands-on article with the TAG Heuer Carrera Heuer 01 – a watch so Heuer, it has Heuer twice in its name (here’s one more time for you: Heuer). But we wrote that at the time of its debut, in March, at BaselWorld 2015, and now it’s time for a super early review to once again address some of those questions and see just how much TAG, how much Heuer, and how much Hublot this new watch is – and what it means for the old and new fans of the brand.
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