In the 1980s, TAG Heuer introduced a new divers watch. This was by itself not so surprising as the brand has been doing that for quite some time. However, this watch was different because the entire dial was coated with luminous material to ensure superb legibility underwater. While this cool feature received a warm welcome from professional and amateur divers alike, even people who didn't dive at all were taken by it. The watch quickly reached the status of an icon, and today TAG Heuer is introducing a watch to continue that legacy.

An inside look into all of the precious timepieces being housed inside the Watches of Switzerland Airstream in the Hamptons this summer.

TAG Heuer and Nintendo have joined forces to design a limited-edition smartwatch featuring the iconic character, Super Mario.

The Carrera Calibre Heuer 02T is a watch unlike any other. While it may be the least expensive, Swiss-made flying tourbillon with a chronograph on the market today, you wouldn't know. No corners are cut in creating it, as is evident from the finishing, wearing comfort, and that the movement is Chronometer-certified as well. Therefore, it cannot come as a surprise that the watch has been quite a success after its introduction in 2016, and now a new addition joins the line-up.

Today we celebrate International Women's Day, in which we not only honor women's achievements but also raise awareness for women's equality. The theme set for this year is 'Choose To Challenge,' as a challenged world is an alert world, and what you challenge will change. This change is also direly needed, as the world is currently facing challenges for which we can only find constructive, long-term solutions if everybody's full potential is utilized, and that can only be reached are equals. Here are four watches that might, each in their own way, facilitate this change.

Few watch brands have such a tight connection with the world of car racing as TAG Heuer. As this sport rose to new heights after World War II, Heuer as the brand was called back then, was there on the journey with it. TAG Heuer has especially a special connection with Porsche. Not only share many watches their name with that of a Porsche, the brand also sponsored prominent Porsche drivers such as Jo Siffert, who was very successful with the legendary Porsche 917. Later on, Steve McQueen would drive the same type of Porsche in perhaps his biggest movie ever; Le Mans. Here, not only would his overall sport the Heuer logo, just as Siffert, but there was also a Heuer chronograph around his wrist. TAG Heuer CEO Frédéric Arnault has brought the two legendary names together again by forging a partnership with one of the world's most prominent sports car manufacturers.

TAG Heuer is a brand with a very rich heritage. Especially in regard to chronographs, few brands can rival the role that TAG Heuer played in this field. Today, this type of complication still dominates the collection of the brand, and rightfully so. However, this doesn't mean that TAG Heuer is dwelling on the past, replaying past hits, but instead letting them serve as an inspiration for the future. A watch that makes this obvious is the Carrera Sport Chronograph Special Edition, which is inspired by the 'DATO-45' model from 1965.

This expansion plan of Watches of Switzerland capitalises on the rational indulgence of the luxury watch market.

With its square case is the TAG Heuer Monaco an instantly recognizable icon. When introduced in 1969, it was the first automatic chronograph that featured a water-resistant form shaped case. The rest is history, but not for TAG Heuer. They continued to develop the Monaco further. While this can be very rewarding, it also comes with significant risks. When a watch reaches an icon's status, people usually like it the way it is and often oppose more radical changes. TAG Heuer walked this thin line seemingly effortlessly. Their developments made the Monaco slowly but surely evolve, introducing new colors and designs, even better fit and finish, but never went too far away from what made the watch such a success in the first place.

The TAG Heuer Carrera is an icon when it comes to sports chronographs. Ever since its creation in 1963, it has set the pace in this category. To mark the brand's 160th anniversary, TAG Heuer is now launching the Carrera Elegant, which takes its inspiration from the very first Carrera's refined design. To replicate this, TAG Heuer opted for a smooth bezel without a tachymeter scale. In fact, this scale is even absent on the dial, where the brand opted for a cleaner 60-seconds indication instead.

There was a time, not so long ago, when green was a rare color to encounter on a watch. Now it seems to follow firmly into the footsteps of blue. This color was once a bold statement next to black and silver dialed watches but has now become another staple. In the past few years, we have seen many more watches that feature green dials and details. Will this color now become a common option, instead of a trend, especially now also TAG Heuer and Blancpain launch new watches featuring it so prominently?

Time flies when having fun, as it is hard to believe that TAG Heuer is already into the third-generation of their Connected watch. After since it was first introduced, it quickly became a benchmark for the industry. Not only because of its practical use and intuitive controls but also because the watch itself can be very easily customized to meet your own style. In regards to this, TAG Heuer has ever further up their game with the introduction of new models, interchangeable straps, and some new watch faces to welcome the summer.

LVMH just announced the appointment of Frédéric Arnault as the new CEO of TAG Heuer, as well as Stéphane Bianchi As CEO of Watches & Jewelry Division.

When people think of a vintage sports watch with a second timezone, the Rolex GMT-master is often one that comes to mind first. However, there have been more imposing sports watches with this complication, like the Heuer Autavia GMT. The one we have here is from around 1970 and part of the second generation of reference 2446, with its distinct red chronograph hand, larger registers, and fluted pushers.

The iconic Caldwell Factory in West Chelsea was transformed into a multi-room experiential hub featuring TAG Heuer Connected Watch

TAG Heuer is celebrating its 160 years of fine watchmaking history with the release of the new TAG Heuer Carrera Silver Limited Edition.