The Mikrograph was launched in Geneva, January 2011.

The design was voted best watch of the year beating a vast selection of competitors at the “Annual Watches” awards ceremony.

The original Mikrograph, invented by Heuer in 1916, was the first ever handheld stopwatch to measure 1/100th of a second. It instantly became the tool for nearly all timekeepers from the Olympics to motorsport. Even more astonishing is that it was produced nearly unchanged for over 50 years.

Products today have increasingly short lifespans.
We find it highly disturbing how fast products lose their ability to stay relevant.
Obsolecence shouldn’t be built in and it is the designer’s responsibility to create designs that last.

When TAG Heuer challenged us with the design for this new 100th of a second chronograph, we aimed to design a product which would sell for 50 years, equal to the original Mikrograph.
A new classic, uniquely recognizable and relevant hopefully for many decades ahead.

The result is a homage to the readability of Heuer’s legendary stopwatches, and to the beauty of true, essential design.