TAG Heuer has opened a new flagship boutique at 99 Prince Street in New York City's SoHo neighborhood, and it's one of the more deliberate retail moves we've seen from the brand recently. The boutique carries a curated selection of TAG Heuer's core pillar collections—Carrera, Monaco, and Formula 1—along with limited editions and recent novelties.
Posts tagged #TAG Heuer
Weekend Reads: TAG Heuer's First Female CEO, a $590,000 Minute Repeater, and the Five Tourbillons That Mattered Most
Each week at WCL delivers editorial coverage across the spectrum of serious watch collecting—from industry analysis and new release evaluation to archival perspectives and manufacture insights. Weekend Reads curates the week's most substantial pieces: the editorials that reward deeper engagement and merit your weekend reading time. Five pieces worth your attention:
Breaking News: TAG Heuer Names Béatrice Goasglas as Global CEO—First Woman to Lead the Brand in 166 Years
LVMH has appointed Béatrice Goasglas as CEO of TAG Heuer, effective May 1, 2026. She becomes the first woman to lead the 166-year-old Swiss watchmaker, succeeding Antoine Pin, whose departure was announced in January after roughly 18 months in the role.
Weekend Reads: Haute Complications and Industry Shifts
This week delivered exceptional breadth across haute complications, independent manufactures, and strategic industry shifts that merit deeper consideration. These five essential editorials from January 19-23 provide frameworks for understanding where contemporary watchmaking stands in early 2026.
Introducing: TAG Heuer Carrera Split-Seconds Chronograph—Rattrapante Arrives in La Chaux-de-Fonds
TAG Heuer's ascent into haute horlogerie continues with remarkable momentum. Following the Monaco Split-Seconds Chronograph, the manufacture now introduces the complication to its most iconic collection—the Carrera—marking the first time a rattrapante has graced this storied lineage since Jack Heuer conceived the original in 1963.
Perspective: Five Great Chronographs Priced Under $15K USD
The somewhat accessible chronograph market under USD 15K delivered exceptional value across 2024 and 2025, proving that serious horological complications don't require six-figure investments. While haute horlogerie commanded headlines with increasingly complex complications, these timepieces demonstrate that discerning collectors can acquire compelling chronographs that combine Swiss manufacturing excellence, thoughtful design, and robust mechanical movements—all at prices that make serious collecting accessible.
Introducing: TAG Heuer Formula 1 Chronograph Senna. The Spirit of the Greatest Driver Lives On.
Two striking new timepieces celebrate the enduring legacy of Ayrton Senna, one with a quartz movement and the other with a mechanical self-winding movement. What began in 1988, at the height of Brazilian driver dominance in Formula 1, evolved into one of the most meaningful ambassador relationships in watchmaking history if you are a racing fan. Now, more than three decades after Senna's passing, TAG Heuer honors his memory with two compelling new additions to the Formula 1 Chronograph family.
News: TAG Heuer to Unveil Pitlane Clock at the Formula 1 Australian Grand Prix
At the Formula 1 Australian Grand Prix in Melbourne on March 16, 2025, TAG Heuer will honor its legendary connection to the sport by unveiling a new and iconic pitlane clock. As the Official Timekeeper of Formula 1, this custom-engineered timepiece draws inspiration from TAG Heuer's 1986 Formula 1 Collection.
Insider: TAG Heuer Carrera Chronograph Tourbillon. The Brand Continues to Climb the Steep Price Ladder.
The TAG Heuer Chronograph Tourbillon reference CBS5010.FC6543 showcases a masterful blend of precision engineering and innovative design in what is a gorgeous watch but with a steep price tag. This timepiece features a formidable tourbillon complication that enhances accuracy by counteracting the effects of gravity on the movement.
News: Rolex is Out and TAG Heuer is Back as the Official Timekeeper for Formula 1
As Formula 1 celebrates its 75th Anniversary, TAG Heuer will return to the sport as its Official Timekeeper with Rolex no longer being the timekeeper after several years. With a rich history in Formula 1 spanning over seven decades, 2025 marks the revival of a special partnership that embodies luxury, precision, innovation, performance, and speed.
Introducing: TAG Heuer Monaco Chronograph Pink
TAG Heuer pays a playful tribute to the vibrancy of Las Vegas with the latest Monaco Chronograph Pink ref. CBL218B.FT6236 right on time for the weekend of the 2024 Las Vegas Formula 1 Grand Prix. As the sun sets over the dazzling skyline of Las Vegas, illuminating the world-famous Strip in a kaleidoscope of colors, the essence of the city comes alive. It is a place where excitement and playfulness reign, where the pulse of life beats to a rhythm of excitement and adventure.
Introducing: TAG Heuer Carrera Chronograph Tourbillon x Porsche Panamericana
Right on time for the SIAR 2024—Salón Internacional de Alta Relojería— in Mexico City, Mexico, TAG Heuer presents the new Carrera Chronograph Tourbillon x Porsche Panamericana. Speed, heritage, precision, and the relentless pursuit of excellence, all synonymous with TAG Heuer, Porsche and the Carrera Panamericana race that celebrates its 70th anniversary. This exclusive timepiece, limited to 255 pieces, captures the rich history of both TAG Heuer and Porsche.
Breaking News: LVMH Watches Division Undergoes Big Changes in Leadership
Frédéric Arnault, CEO of LVMH Watches Division, announces the following appointments within the Watches Division, effective from September 1, 2024. These executive changes at Hublot and TAG Heuer are part of an elevating and upgrading strategy of the Maisons to support the growth of the LVMH Watches Division.
From the Editor: My Opinion About The Disjointed TAG Heuer Formula 1 KITH Collaboration
Let me start this editorial by saying that KITH means nothing in my book. I am not into the so-called ‘luxury streetwear’ and I enjoy wearing things that are exclusive and not mainstream. For those of you as unfamiliar as I was with Kith, this is a U.S. fashion and lifestyle brand established in New York City in 2011 by Ronnie Fieg, a footwear and clothing designer who started his career as a stock boy at David Z. Even though Kith is not for me, I am still trying to grasp my head around the latest collaboration between TAG Heuer and this brand.
Introducing: TAG Heuer Carrera Glassbox Tourbillon Chronograph
Inspired by the iconic Heuer Carrera DATO layout from the 1960s and adding a version with the famous tourbillon movement, comes the new TAG Heuer Carrera Glassbox Tourbillon Chronograph ref. CBS5011.FC6566 with a circular-brushed teal green colored dial in a 42 mm stainless steel case.
Introducing: TAG Heuer Carrera Chronosprint X Porsche
TAG Heuer and Porsche rev up two new watches as a tribute to the 911 sportscar. One model in stainless steel and the other in 18K 5N rose gold to mark the remarkable collaboration that began in 2021 between TAG Heuer and Porsche. The new TAG Heuer Carrera Chronosprint X Porsche pays homage to the momentous celebration of the 60th anniversary of the TAG Heuer Carrera collection as well as the Porsche 911 —originally called 901. Merging elements from both the watch and the car, these timepieces offer an unparalleled timekeeping experience
Insider: TAG Heuer Aquaracer Professional 200 18K Rose Gold. Not Bad for a Solid Gold Watch Under $20K USD.
For the first time, TAG Heuer has presented a solid gold version of its legendary Aquaracer Professional 200 watch. Combining 18K 5N solid rose gold and black DLC titanium grade 2 with rubber, the new Heuer Aquaracer makes sheer elegance go hand in hand with extreme performance and versatility. Equipped with a 40 mm case and a sunray finished grey —between gray and brown— dial, this new solid gold piece reaches uncharted territory as far as pricing for a solid gold piece.
Introducing: TAG Heuer Monza Flyback Chrono Carbon Special Edition
Just unveiled at LVMH Watch Week in Singapore, the TAG Heuer Monza returns in a contemporary tribute to the indelible link between the company and competition motorsport. In 1976 the original Heuer Monza was introduced to celebrate Niki Lauda’s historic 1975 victory in the F1 World Championship. After difficult years for the team, which had not been victorious since 1964, the 1975 win was incredibly meaningful and Jack Heuer marked the achievement with a watch no less remarkable, the Heuer Monza.
Introducing: TAG Heuer Carrera Chronograph 18K Yellow Gold. The 'John Player Special' Look.
Today, TAG Heuer presents the ultimate driver’s watch with the new Carrera Chronograph in 18K 3N yellow gold which will forever be known as the chronograph of choice of some of Formula 1’s greatest teams and drivers like the John Player Special. The timeless design born in 1963 has taken on many celebrated expressions, yet the 18K yellow gold pieces of this collection always stand apart. With its sophisticated deep black dial, the 2022 gold edition continues to build on this rich lineage of legendary racing timepieces.
Insider: TAG Heuer Formula 1 Red Bull Racing Special Edition. Celebrating Checo Perez's Victory at the Grand Prix of Monaco.
The Oracle Red Bull Racing Team has been part of F1 since 2004 with four championships won to date. Led by Christian Horner as Team Chief, the Red Bull Racing Team is one of the most popular teams on the grid thanks to the charisma of drivers Max Verstappen and Checo Perez. Yesterday May 29th, 2022 Mexican driver Checo Perez did the unimaginable by winning the Grand Prix of Monaco, which happens to be the most important and iconic circuit in F1.
