To mark six decades of the TAG Heuer Carrera collection, the Swiss brand has introduced several new releases this year.

The new TAG Heuer Carrera Chronograph 39mm pays homage to the brand’s original racing sports watch — with the original 1963 Heuer Carrera face also measuring 39mm in diameter. Over the years, the style has gained popularity amongst both women and men and has become a unisex classic timepiece.

Here, TAG Heuer discusses the inspiration behind its latest anniversary collection, bringing the Swiss brand’s heritage to the modern day, what sets TAG Heuer apart in the watches space and more.

Fairchild Studio: Tell us about the latest collection. What are some of its differentiating features?

TAG Heuer: In honor of the 60th anniversary of the TAG Heuer Carrera collection, we have been blending heritage with innovation in our 2023 releases. One prime example would be the TAG Heuer Carrera Chronograph in 39mm unveiled during Watches and Wonders this year. This exceptional timepiece features the cutting-edge TH20-00 movement and the re-introduced glassbox design, iconic innovations put into place for the birthday of the collection.

This watch encapsulates the spirit of our values, emphasizing excellence, performance and timeless design. To round off the year perfectly, we unveiled the latest TAG Heuer Carrera Chronograph in a striking gold dial.

Fairchild Studio: What was the inspiration behind the collection?

T.H.: The entire collection is inspired by the Carrera Panamericana. Jack Heuer was captivated by the speed, emotion and romance of the race and decided to name one of his new lines of wristwatch chronograph “Carrera.” He saw it as a perfect name for a watch with a racing spirit aimed at the stylish, upwardly mobile generation of the 1960s. The design of the Carrera watch was a reflection of Jack’s philosophy, emphasizing functionality, modernity and simplicity while being aesthetically beautiful. This remains a key part of the Carrera’s enduring appeal even after six decades.

Fairchild Studio: What differentiates your design process from contemporaries in the watch and jewelry space?

T.H.: TAG Heuer is a house fortunate to have a 163-year heritage in watchmaking. Each timepiece reflects our unwavering commitment to pushing the boundaries of innovation and avant-garde design, as well as our deep-rooted connection with the world of motor racing. This unique combination enables us to create exceptional pieces that blend precision, performance and cutting-edge design, establishing TAG Heuer as a benchmark in the watchmaking industry.

TAG Heuer is also a pioneer in the realm of lab-grown diamonds, as seen in the TAG Heuer Carrera Diamant d’Avant-Garde. In 2023, we introduced the TAG Heuer Carrera Plasma Diamant d’Avant-Garde Chronograph Tourbillon 44mm, which has the bracelet set with diamonds, as well as the TAG Heuer Carrera 36 mm with rose-colored diamonds for the first time and we have no intention of stopping there.

Fairchild Studio: How do you continue to evolve the brand’s offerings for the contemporary consumer?

T.H.: Innovation and heritage are our two pillars. Whether it’s about color, material, size, or the functionality of our watches, TAG Heuer consistently excels by innovating and offering watches where you least expect them. The year 2023 is particularly significant for us in several respects.

The TAG Heuer Carrera Date offers a 36mm size, reminiscent of the original 1963 Heuer Carrera, popular among both women and men. The introduction of vibrant and modern dial colors, such as signature blue, pastel green, silver and pink, enhances its inclusivity. We have also re-introduced the TAG Heuer Monza in a carbon version, which has sparked significant enthusiasm.

For all these pieces, TAG Heuer draws from its rich heritage to evolve the brand without compromising its essence.

Fairchild Studio: Would you share a few of the standout pieces from the collection? What is unique about its aesthetic?

T.H.: Standout pieces from the TAG Heuer Carrera collection would be the Chronosprint x Porsche watch and the TAG Heuer Carrera Chronograph in 39 mm. These timepieces draw inspiration from the 1960s Heuer Carrera watches and their “Glassbox” design, which provided drivers with improved legibility.

This signature TAG Heuer design was unveiled during Watches and Wonders 2023 in celebration of the 60th anniversary of TAG Heuer Carrera. Both watches combine vintage aesthetics with modern functionality. It was important for us to preserve the iconic elements of the original watches while enhancing them for peak performance and precision, ensuring they remain timeless icons.

Fairchild Studio: What’s next for the brand?

T.H.: We are working on elevating the brand’s positioning slightly and gradually over the coming years, without changing who we are, but by fueling desirability, concentrating and refining our range and improving even further on our watches’ quality and investment value. We will continue to streamline our main collections: Carrera, Aquaracer and Monaco.

We have exciting projects lined up for 2024, designed to go further in creativity and innovation while continuing to embody the values of excellence, performance and timeless design that are at the core of TAG Heuer.