TAG Heuer is deemed the most innovative and avant-garde watch brand today, and we are proud to have been their leading design partner since 2003. Working together to revolutionise the perception of the brand over the last 10 years, TAG is now heralded as the 'Innovation Leader' in luxury watchmaking. Together we have won more prestigious design awards than any other brand/designer collaboration in watchmaking. We work as an 'out-house design team' based in London, merging global inspiration from the city’s creative hub together with TAG Heuer's unique vision, expertise and drive for innovation in La Chaux de Fonds, Switzerland. This close, long-term relationship with management, engineers and design is the foundation for truly great design and consistency. INNOVATION TAG Heuer's CEO, Jean Christophe Babin set a challenge for design and engineering - to prove that innovation, rather than merely heritage, is the future of the watch industry. It is the only way to be heard and to succeed in today’s new world of smart, social and uber connected citizens. More than 15 international patents on ground breaking watch designs alone The world has become too smart and savvy to accept uninspired 'me too' design and static collections. We innovate, breaking the conventions of the watch industry, working closely with TAG Heuer every day. THINK BIG Our focus with TAG Heuer is not just on designing one great watch for a great brand. It is about designing the best global collection and evolving the brand. The collection has to be inspiring across 80 countries, with different cultural backgrounds, while pushing the brand forward as a whole, being true to its past and always thinking about its future. Over the past 10 years we have gained a sensitivity to the differences between a Japanese watch enthusiast, an American professional deep sea diver and a Brazilian with a passion for golf. One design clearly does not fit all, but one carefully crafted collection can. By staying true to itself, TAG Heuer today has not only the strongest but also the most diversified collection, making it the fastest growing premium watch brand globally and tripling its profits in the last 10 years. GOING BEYOND TAG Heuer aims to be the leading luxury avant-garde brand within watchmaking and beyond. We believe that once you find a true design identity for a brand, then you can stretch beyond the core products. We don’t believe in sticking logos on just anything and using advertising to sell it. We have successfully applied the TAG design philosophy to create award winning eyewear, mobile phones and accessories. And it is working. Awards have been won. Successful sales of eyewear and phones have delivered outstanding results. CASE STUDIES ON TAG HEUER INNOVATION CONCEPT MIKROTOURBILLON-S CONCEPT MIKROGIRDER GRAND CARRERA CALIBRE 36 MONACO 24 CONCEPT CONCEPT DIAMOND FICTION CASE STUDIES ON TAG HEUER COLLECTIONS LINK LADIES COLLECTION LINK MEN'S COLLECTION GRAND CARRERA MEN'S COLLECTION CARRERA 1887 AQUARACER 500 CASE STUDIES ON TAG HEUER DIVERSIFICATION TAG HEUER MERIDIIST TAG HEUER RACER TAG HEUER BLUETOOTH TAG HEUER LINK TAG HEUER USB All images and content unless otherwise stated are copyright of TAG Heuer and/or Christoph Behling Design Ltd © CHRISTOPH BEHLING DESIGN LTD 2012 © TAG HEUER 2012