With a storied history that spans 165 illustrious years, it can be challenging to pinpoint an exact moment that properly defined TAG Heuer’s legacy. Across the eras from Edouard Heuer’s founding in 1860, to Jack Heuer’s visionary years, the merger between Heuer and TAG Group to officiate the TAG Heuer name, to the brand’s indelible touch in motorsports and pop culture, each chapter has contributed robustly to the relentless pursuit of victory and cutting edge innovation.
Now as TAG Heuer embarks on a new adventure with its fabled comeback as the Official Timekeeper of Formula 1, among others, it is adopting a new brand campaign titled “Designed To Win”. The line was coined by the great F1 driver Ayrton Senna and TAG Heuer ambassador in 1990, who famously said, “I’m not designed to come second or third; I’m designed to win.”
Ayrton Senna
While TAG Heuer’s famed “Don’t Crack Under Pressure” tagline continues to burn fresh in our minds, the new tagline follows up other key messages including 1995’s “Success, It’s a Mind Game”, 2002’s “What Are You Made Of” and the more recent “In Theory” from 2014.
It marks a bold step forward — one that is emblematic of courage, resilience and high-stakes performance. It reflects not just victory in competition, but triumph in one’s personal pursuit of excellence. As the maison ushers in this new era, it does so with unwavering conviction: to inspire greatness, fuel ambition, and stand with those who dare to push beyond the limits of possibility. This new era is championed by a global cast of TAG Heuer ambassadors — Max Verstappen, the reigning F1 World Champion; actor Ryan Gosling; Olympic stars Sydney McLaughlin-Levrone and Summer McIntosh; and golfing great Tommy Fleetwood — each captured at their defining moment of truth.
Nestled in the pantheon of iconic watchmaking, the TAG Heuer Carrera glimmers among its illustrious peers. Since its birth in 1963, the watch was destined to touch the stars amid triumphant victories and success. And touch the stars it did as the TAG Heuer Carrera topped one milestone after another and graced the wrists of legendary motorsport drivers and iconic actors in the process. It earned itself the moniker “Success Watch” for good reason and has since been one of the mainstays of TAG Heuer. While the utilitarian and tool-like nature of the chronograph was the limelight getter, it was flanked by the sophisticated Carrera Day-Date.
This year, the Carrera Day-Date makes a grand reappearance, better than ever, with refined aesthetics and a new manufacture movement to flaunt. At the heart of the Carrera Day-Date, Jack Heuer’s vision of legibility rings true with a clean blue sunray dial punctuated by rhodium-plated hour indices and hands, while a wide double aperture depicts the day and date. A reimagined dial construction inspired by the TAG Heuer Carrera Glassbox further enhances legibility while offering a greater sense of depth and balance. Another major update to this year’s edition is a re-engineered bracelet with a quick-change link system. A simple pull-and-twist action releases the links sans tools, allowing for a fuss-free experience.
Within the 41mm stainless steel case lies the new manufacture movement TH31-02 co-developed by AMT exclusively for TAG Heuer. Beyond the refined finishings and custom shield-shaped rotor, the calibre’s power reserve received a substantial bump of up to 80 hours in line with modern-day weekend-proof watches. Keen-eyed observers will spot the Victory Wreath subtly engraved on the case back to mark the start of TAG Heuer’s new “Design To Win” campaign. The TAG Heuer Carrera Day-Date release spans five iterations (including this blue dial edition) and is joined by the GMT-ready TAG Heuer Carrera Date Twin-Time.
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