“Each driver has its limit,” said Formula 1 champion Ayrton Senna “My limit is a little bit further than other’s.”
Like TAG Heuer, the legendary Swiss brand he endorsed, like Steve McQueen, Lewis Hamilton and every legend who has represented TAG Heuer in between, Senna did not follow. He led. Like all of them, he was a born rebel.
TAG Heuer is the biggest rebel of them all. For more than 150 years the Swiss house has pushed innovation by challenging rules and defying conventions. Its core values and codes come directly from motor sports — advanced materials and design, breakthrough technology and unsurpassed precision and reliability.
Ten years ago, having completely revolutionized sports watchmaking, TAG Heuer took up a new challenge: TAG Heuer Avant-Garde Eyewear. Today, it is the unrivalled world leader in the premium men’s eyewear market.
Now TAG Heuer delivers boldly urban allure to the luxury eyewear market with two new products: TAG Heuer URBAN7 and TAG Heuer AUTOMATIC SUN VINTAGE, two diametrically opposed but complementary styles that epitomize the rebellious spirit and heritage of TAG Heuer, a brand constantly in search of performance.
THE WEEKDAY CHOICE: BUSINESS VERSATILITY WITH SPORTING ELEGANCE
Sleek and sober in design and supremely comfortable to wear, the all-purpose URBAN 7 (as in 7 days a week) fits every urban context. Like every TAG Heuer product, it is a marvel of leading-edge design and handcrafted workmanship. The brash design codes are straight from motor-sports and the composite materials — a very light and resistant polymer with mirrored or ‘soft-touch’ finishing — were first used in aeronautics. The anti-slip pads at the tips bring a bold flash of red to the all-black design while ensuring optimal hold — even under a motorcycle helmet for the ride home.
Swiss-engineered, French-manufactured, and extensively road tested, the URBAN7 is destined for businessmen who take risks, who are rebellious in spirit and not afraid to lead.
THE WEEKEND CHOICE: CASUAL VINTAGE STYLE FOR THE SERIOUS PLEASURE SEEKER
The groundbreaking AUTOMATIC SUN VINTAGE, a TAG Heuer best- seller worldwide, has a new urban edge. The classic lens shape is the same, as is the vintage mid-century motoring look. The straight elastomer temples easily fit perfectly under a racing helmet, and the upper bridge front bar has a handcrafted, perforated rubber cover like those on luxury sportscar steering wheels. The signature design feature, the patented “driver-friendly” temples — an advanced magnetic system in the frame’s hinge mechanism that allows the wearer to open and slip them on with one hand, while the other hand holds onto the wheel — is unrivalled for ease of use. The lines on the revamped version, however, are more fluid and cleaner, more in keeping with contemporary urban aesthetics. For dress-up and casual wear, they convey a relaxed masculine elegance, cool and in control.
