TAG Heuer’s 2024 Releases: A Fusion of Tradition, Elegance, and Innovation

From reimagined classics to cutting-edge technologies, the novelties unveiled at LVMH Watch Week in Miami embody the brand’s racing heritage and push the boundaries of luxury timepieces.

By Debbie Hathway
TAG Heuer’s Time is a Gift campaign for Ramadan features a Carrera Chronograph presented on a black alligator leather strap

TAG Heuer, renowned for its innovation and avant-garde spirit, set hearts and minds racing earlier this year when it revealed its first novelties for 2024 at LVMH Watch Week in Miami. 

Among them was the TAG Heuer Carrera Chronograph, a stunning addition to the Carrera collection and also featured in the Time is a Gift campaign for Ramadan.

The campaign encourages people to cherish meaningful moments, fostering a deeper connection to tradition and cultural identity in the spirit of Ramadan

This timepiece, the Carrera Chronograph Glassbox, draws inspiration from the iconic DATO layout and embraces a teal-green monochrome aesthetic, paying homage to the brand’s rich racing heritage. The design features refined ergonomics and a teal-green azure mono sub-dial at 3 o’clock, reminiscent of vintage racing car hues from the 1920s to the 1960s. This colour is a signature element, connecting the Carrera series to the golden age of motorsports and appealing to enthusiasts of both classic and modern timepieces.

Continuing the theme of innovation, TAG Heuer introduced the Carrera Chronograph Tourbillon. This Tourbillon Glassbox watch, echoing the design principles and colour of the Carrera Chronograph, features a dial elevated by an aperture at 6 o’clock that reveals a tourbillon cage. With the Carrera’s curved sapphire crystal and fluid form, the beauty of the tourbillon can now be observed from more angles. The flange and indexes on the dial are subtly curved to mirror and complement the crystal’s edge, enhancing the watch’s elegant feel.

Meanwhile, the Aquaracer Professional 200 Solargraph represents another milestone for TAG Heuer. This collection features a new 34mm size and five unique dials. It pays homage to the Aquaracer series’ adventurous spirit but adds a touch of elegance with new mother-of-pearl dials alongside deep blue and polar blue options. The modernised ergonomic riders, trapezoidal in shape, further refine the lineup, making this watch the ideal accessory for indoor and outdoor adventures.

TAG Heuer Aquaracer Professional 200 Solargraph with mother-of-pear dial, a first for the series

Meanwhile, the brand showcased its groundbreaking technology with the Carrera Date Plasma Diamant d’Avant-Garde, introducing coloured lab-grown diamonds to luxury watchmaking. The Carrera Date Plasma boasts 1.4 carats of yellow-coloured Diamant d’Avant-Garde, an industry milestone signalling the potential to expand the usage of coloured lab-grown diamonds in luxury watches.


The TAG Carrera Date Plasma boasts 1.4 carats of yellow-coloured Diamant d’Avant-Garde, following on from the pink lab diamond featured in last year’s release.

TAG Heuer also presented the Connected Calibre E4 – 45mm in the realm of connected watches. This timepiece embraces the ever-popular green colour in three themed watch faces – Mirage, Prism, and Chromatic – catering to diverse styles. With over 20 watch face options and thousands of possible combinations, the Connected Calibre E4 seamlessly integrates into daily life, connecting wearers during work, fitness sessions, and daily activities. Drawing inspiration from its iconic mechanical collections – Carrera, Aquaracer, and Formula 1 – these watch faces have vibrant aesthetics and smart functionality. The Carrera watch faces feature various dial colours, while the Aquaracer introduces the Solargraph watch face, adjusting to ambient light for a personalised visual experience. Moreover, inspired by Formula 1 design, the Connected watch replicates the racing spirit with dynamic colour schemes.


The design adapts to ambient light intensity, offering a spectrum of colours from black to white that echo the TAG Heuer Aquaracer Solargraph

Meanwhile, the ‘Time is a Gift’ campaign pays homage to the sacred month of Ramadan, celebrating its cultural richness while reflecting on the essence of time itself.


The TAG Heuer Carrera Date 36mm embodies the feminine sophistication of the Carrera portfolio

The TAG Heuer Carrera Date 36mm, representing feminine sophistication within the Carrera portfolio, is featured prominently, its Arabian flair illuminated against the backdrop of the Ramadan moon. Its teal green dial stands out against the orange landscapes of the Ramadan night, symbolising a fusion of heritage and contemporary style.

For more details, visit picotandmoss.co.za.

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