[Interview] TAG Heuer Creative Director Guy Bovet

I was honestly surprised when I saw the new Aquaracer. The watch's level of perfection has been dramatically improved. When I heard the name of the creative director, it all made sense. It's Guy Bovet. He's the man who worked at IWC, Chopard, and Breitling. I'd heard he joined TAG Heuer in 2018, but I never expected to experience his presence in this way.

The creative director's expertise seen in the new Aquaracer

Guy Bovet
Creative Director of TAG Heuer. Born in the United States in 1971. After graduating from university, he worked in the medical industry before joining IWC. He then worked at Chopard and Chronométrie Ferdinand Berthoud before relaunching products at Breitling. In November 2018, he joined TAG Heuer as Product Director. In 2019, he assumed his current position as Creative Director, overseeing the design of all TAG Heuer models.

"We wanted to clearly reflect the history of Tag Heuer's diving watches, which gave birth to the Aquaracer series, in the new model. When comparing the old and new models, the overall design is very familiar, but there is not a single detail that is the same, such as the dial and bezel markings, the case finish, the proportions and shape, the design and layout of the dial, or the hands." Indeed, the new Aquaracer is completely different, including the case.

"The design team redesigned every detail of the watch, most importantly the 12-sided bezel, which is instantly recognizable from both an engineering and aesthetic standpoint. While keeping the basic shape, we evolved the design and feel, and used a scratch-resistant ceramic insert. By adding grooves to each of the 12 facets, it is easy to grip and turn the bezel no matter which facet you touch, and we also revised the shape of the bezel teeth to make the rotation mechanism smoother, quieter, and easier to set."

　Indeed, the 60-notch unidirectional rotating bezel feels better than before. The improved texture is palpable, a testament to Guy Bovet's expertise. Another example of his attention to detail is the magnifying lens attached to the date display at 6 o'clock.

"The magnifying glass placed above the date at 6 o'clock is built into the inside of the sapphire crystal and has a smooth surface on the top. This makes it easier to read the date from more angles." I've known his designs since the IWC Ingenieur in 2005. However, I honestly never imagined he would become so skilled. I asked him frankly why he thought it had improved.

"As a designer, I always strive to build on the legacy of the brand. TAG Heuer is fortunate to have 160 years of history to draw inspiration from."

　Guy Bovet's answers are purely good-student, but it's clear from looking at the well-made Aquaracer that he perfected it after much trial and error. Tag Heuer may become even more interesting in the future.