We take a look at the new TAG Heuer collection unveiled at Watches & Wonders Geneva 2025. The collection includes a diverse range of ambitious creations, including reissues of classic timepieces, new-generation models equipped with cutting-edge technology, and complication watches. All of these models reflect the spirit of the brand's new slogan, "Designed to Win."
New brand slogan “Designed to Win”
TAG Heuer unveiled its new brand slogan, "Designed to Win," in conjunction with the release of its new products at Watches & Wonders Geneva 2025. Embodies the values of mental strength, outstanding performance, resilience, discipline and the relentless pursuit of victory, this slogan will guide TAG Heuer's next steps as the brand celebrates its 165th anniversary in 2025.
Along with the announcement of this brand slogan, a number of concept visuals have been released featuring brand ambassadors, combining vibrant product and logo colors against a strong monochrome background. Additionally, as a symbol of the partnership between TAG Heuer and F1®, a visual of a fierce battle for position on the Monaco street circuit will also be released.
Announcing the new brand slogan, TAG Heuer CEO Antoine Pin commented:
"2025 is a hugely important year for TAG Heuer as it marks our 165th anniversary. With the extraordinary timepieces we will be releasing throughout the year and our fantastic new partnership with F1®, it is the perfect time to reimagine what TAG Heuer should be today. 'Designed to Win' is our new slogan and defining philosophy as we mark the start of an exciting new era for TAG Heuer – embracing the strength, resilience, discipline and effort that inspire us to perform at our best."
TAG Heuer Carrera "Beads of Rice" Bracelet
The iconic and elegant "Beads of Rice" bracelet has been announced as an exclusive bracelet for the TAG Heuer Carrera. This bracelet, which exquisitely combines sophistication and comfort, was a signature detail of the TAG Heuer Carrera from the 1960s and has now been reinterpreted in a modern style.
Automatic movement (Cal. TH20-00). 33 jewels. 28,800 vph. Power reserve approximately 80 hours. Stainless steel case (diameter 39mm, thickness 13.9mm). Water resistant to 100m. Price: 583,000 yen (tax included).
While respecting the classic design codes of the original, the bracelet has been redesigned with improved ergonomics to ensure superior comfort. The alternating large, flat outer links and smaller, rounded central links, reminiscent of grains of rice, provide a comfortable feel on the wrist. Furthermore, the improved joints ensure a perfect fit that follows the natural contours of the wearer's arm.
The seven-row structure, with its striking contrast between satin and polished finishes, strikes an exquisite balance between strength and sophistication, creating a timeless appeal. The folding buckle, which has a similar finish, features a double safety push button, ensuring a secure hold on the wrist.
The new bracelet will be available on four TAG Heuer Carrera Chronograph models, each with a "glass box" design reminiscent of the 1970s collection of the same name. Currently, four models have been announced for the bracelet: the black and Signature Blue models released in 2023, and the panda and teal green "DATO" models released in 2024.
Automatic movement (Cal. TH20-00). 33 jewels. 28,800 vph. Power reserve approximately 80 hours. Stainless steel case (diameter 39mm, thickness 13.9mm). Water resistant to 100m. Price: 583,000 yen (tax included).
Automatic winding (Cal. TH20-00). 33 jewels. 28,800 vph. Power reserve approximately 80 hours. Stainless steel case (diameter 39mm, thickness 13.9mm). Water resistant to 100m.
Automatic winding (Cal. TH20-07). 33 jewels. 28,800 vph. Power reserve approximately 80 hours. Stainless steel case (diameter 39mm, thickness 13.9mm). Water resistant to 100m.
TAG Heuer Carrera Day-Date
The TAG Heuer Carrera Day-Date, which features a date and day of the week display, has been updated to improve its practicality and wearability.
A classic model with a signature blue sunray pattern dial. Automatic (Cal. TH31-02). 28,800 vph. Power reserve of approximately 80 hours. Stainless steel case (diameter 41mm, thickness 12.57mm). Water resistant to 100m. Price: 605,000 yen (tax included).
The TAG Heuer Carrera Day-Date has been a classic timepiece for many years, gaining popularity for its understated elegance and functionality suitable for everyday use. This latest renewal sees upgrades to the design and movement, as well as the addition of five new variations, offering a wide range of options to meet the diverse needs of customers.
In terms of design, the bezel has been made thinner and more refined, and the opening of the crystal has been enlarged, improving the presence and visibility of the entire dial. The structure of the dial itself has also been completely redesigned, incorporating three-dimensional elements inspired by the iconic "glass box" design.
The strap is also designed with a focus on comfort. The short-pitch stainless steel bracelet is flexible and has a slight taper for elegance. The new quick-change link system allows for easy size adjustment without the need for tools.
The watch is equipped with the in-house movement, Cal. TH31-02, which was jointly developed with AMT and manufactured exclusively for TAG Heuer, and has a power reserve of approximately 80 hours. It also comes with a 5-year extended warranty.
The lineup now includes five models, each with a different dial, material, and strap, all with a 41mm case diameter, offering versatility and individuality.
The dial is a smoky red color with a gradation that darkens toward the outer periphery. Automatic winding (Cal. TH31-02). 28,800 vibrations per hour. Power reserve of approximately 80 hours. Stainless steel case (diameter 41mm, thickness 12.57mm). Water resistant to 100m. Price: 605,000 yen (tax included).
This watch features a black opaline dial with 18K 5N rose gold-plated hands and indexes, creating a striking contrast. Automatic movement (Cal. TH31-02). 28,800 vph. Power reserve of approximately 80 hours. Stainless steel case (diameter 41mm, thickness 12.57mm). Water resistant to 100m. Price: 638,000 yen (tax included).
An elegant variation featuring a combination bracelet of 18K 5N rose gold and stainless steel. Automatic winding (Cal. TH31-02). 28,800 vph. Power reserve of approximately 80 hours. SS case (diameter 41mm, thickness 12.57mm). Water resistant to 100m. 1,265,000 yen (tax included).
This model features a grained black dial with red and blue accents. It comes with a perforated calfskin strap, and the light blue lining visible on both sides enhances its sporty look. Automatic movement (Cal. TH31-02). 28,800 vph. Power reserve of approximately 80 hours. Stainless steel case (diameter 41mm, thickness 12.57mm). Water resistant to 100m. Price: 599,500 yen (tax included).
TAG Heuer Carrera Date Twin Time
The TAG Heuer Carrera Date Twin Time, which is equipped with a GMT function, has been released as part of the TAG Heuer Carrera Date series.
Automatic movement (Cal. TH31-03). 28,800 vph. Power reserve: approximately 80 hours. Stainless steel case (diameter 41mm, thickness 12.57mm). Water resistant to 100m. Price: 638,000 yen (tax included).
The watch's eye-catching teal dial is inspired by the racing cars of the golden age of motorsport. Surrounded by a two-tone flange displaying the 24-hour time, it creates a striking look. The sunray-finished dial is complemented by rhodium-plated Arabic numerals and hands, achieving both sophistication and legibility.
The movement is the Cal. TH31-03, developed in collaboration with AMT. It has a long power reserve of approximately 80 hours, and its shielded rotor can be seen through the transparent case back. It also comes with a 5-year extended warranty.
タグ・ホイヤー フォーミュラ1 ソーラーグラフ
TAG Heuer Formula 1, the brand that embodies speed, style, and a legacy that never slows down, has announced nine new quartz models equipped with solar graph technology.
The TAG Heuer Formula 1 collection was born in 1986, the same year that the former Heuer made its debut under the TAG Heuer brand name. The collection, with its vibrant coloring and innovative design, resonated with new users and has remained a symbol of TAG Heuer's racing spirit to this day.
Solar quartz (cal. TH50-00). Approximately 10 months of operation on a full charge. Stainless steel case (38mm diameter, 9.9mm thick). 100m water resistant. 269,500 yen (tax included).
The biggest talking point about this new model is the inclusion of the collection's first "Solargraph" movement, Cal. TH50-00. Developed by TAG Heuer, this movement charges its battery using sunlight or artificial light, and can store a day's worth of power with just two minutes of direct sunlight. It also boasts excellent reliability, with a battery life of approximately 15 years and a maximum of 10 months of operation on a full charge of approximately 40 hours.
Solar quartz (cal. TH50-00). Approximately 10 months of operation on a full charge. Stainless steel case (38mm diameter, 9.9mm thick). 100m water resistant. 269,500 yen (tax included).
Solar quartz (cal. TH50-00). Approximately 10 months of operation on a full charge. Stainless steel case (38mm diameter, 9.9mm thick). 100m water resistant. 269,500 yen (tax included).
Solar quartz (cal. TH50-00). Approximately 10 months of operation on a full charge. Stainless steel case (38mm diameter, 9.9mm thick). 100m water resistant. 269,500 yen (tax included).
Solar quartz (cal. TH50-00). Approximately 10 months of operation on a full charge. Stainless steel case (38mm diameter, 9.9mm thick). 100m water resistant. 269,500 yen (tax included).
Solar quartz (cal. TH50-00). Approximately 10 months of operation on a full charge. Stainless steel case (38mm diameter, 9.9mm thick). 100m water resistant. 269,500 yen (tax included).
Solar quartz (cal. TH50-00). Approximately 10 months of operation on a full charge. Stainless steel case (38mm diameter, 9.9mm thick). 100m water resistant. 269,500 yen (tax included).
Solar quartz (cal. TH50-00). Approximately 10 months of operation on a full charge. Stainless steel case (38mm diameter, 9.9mm thick). 100m water resistant. 269,500 yen (tax included).
Solar quartz (cal. TH50-00). Approximately 10 months of operation on a full charge. Stainless steel case (38mm diameter, 9.9mm thick). 100m water resistant. 269,500 yen (tax included).
The case that houses this movement is 38mm in diameter, up from the original 35mm, while retaining the unique "décrochet" design, achieving a good balance between sportiness and everyday wear. The case and bracelet designs have also been upgraded based on ergonomics, and combined with the slim case thickness of less than 1cm, it will be comfortable to wear on most wrists.
The case is made of stainless steel with a sandblasted finish or black DLC coating, as well as TH Polylite, a lightweight, durable bio-polyamide material available in a wide range of colors. TH Polylite is also used for the iconic bidirectional rotating bezel, reminiscent of the chrysanthemum flower, which produces a pleasant clicking sound when rotated.
The lineup includes nine unique models that offer fresh and energetic interpretations of motor racing-inspired designs. Straps include a stainless steel bracelet, rubber strap, and rubber racing strap, and depending on the model, a pin buckle or a folding buckle with double safety push buttons is available.
TAG Heuer Monaco Split-Seconds Chronograph | F1®
The TAG Heuer Monaco Split-Seconds Chronograph | F1® was unveiled to commemorate the brand's return as the official timekeeper of F1®.
Automatic movement (Cal. TH81-00). 36,000 vph. Power reserve: approximately 65 hours. White ceramic case (41mm diameter, 15.2mm thick). Water resistant to 30m. Limited to 10 pieces worldwide. Price: 1914 million yen (tax included).
This timepiece revives the split-seconds function, a complication deeply rooted in TAG Heuer's history, in the avant-garde, pop-culture-infused TAG Heuer Monaco. Reflecting the technology the Maison has cultivated for over a century, this timepiece is a fitting tribute to 2025, when the Maison returns to being the timekeeper for F1®.
The dial features a vibrant, translucent material inspired by the signature colors and dynamic spirit of F1, with a striking red and white contrast. The chronograph counters also feature a grained finish reminiscent of asphalt, and the white and yellow starting grid positions are reminiscent of the race track.
This model is powered by the Caliber TH81-00, an automatic split-second chronograph movement. It is the lightest chronograph caliber ever produced by TAG Heuer, yet boasts a high beat rate of 10 vibrations per second, a power reserve of approximately 65 hours, and a split-second function.
The case is crafted from cutting-edge materials, including white ceramic, for durability and ergonomic comfort. Its unique design utilizes ceramic, a material difficult to process, and eliminates the need for a metal inner case to house the movement. The strap is a white calfskin strap with red hand stitching that matches the dial. The accompanying double folding buckle is crafted from grade 5 titanium.
This special timepiece will be released in a limited edition of just 10 pieces, each individually numbered, and presented in a special wooden box inspired by F1 livery.
