Catherine Eberlé-Devaux

Time in itself is an abstract concept, yet centuries of craftsmanship have been able to materialise a tool designed for measurement into a fashion identity for millions of people around the globe. There are certainly a number of big players in the world of watchmaking, however, few have had the longevity in this space that TAG Heuer has.

TAG Heuer is a veteran in the watch industry. The brand had started off in a small shop in Saint Imier, Switzerland where a 20 year old Edouard Heuer sold silver pocket watches. Today, it has become one of the leading faces of time keeping, with race legends such as Steve McQueen and Aryton Senna, to blockbuster movie stars such as Chris Hemsworth all sporting the iconic brand.

In the past few weeks I was given the opportunity to interview Ms Catherine Eberlé-Devaux, the Director of Heritage at TAG Heuer, who spoke about the brand’s identity, its history and its future in the world of watches. Her role is to understand the brand’s past in order to reinforce their modern identity. As the Director of Heritage, she also oversees the restoration of vintage watches and the creation of exhibits for the brand.

Ms Eberlé-Devaux spoke about brand identity, how in her view “ the strength of TAG Heuer has always been finding this balance between respecting its unmatched heritage and innovating at the same time. ” As a company that has been around for 160 years, TAG Heuer has designed some well known timepieces, which include the motorsport racing inspired ‘Monaco’ and ‘Carrera’ to name a few.

“As a brand, our tradition is actually very modern and forward-thinking. It’s made of innovation and avant-garde. We have always been in the present moment, not nostalgic, and that spirit has been very consistent throughout the different eras. ”

Such a statement is reinforced when the TAG Heuer lineup was updated back in 2015 with the introduction of ‘Connected’, a line of smartwatches which despite its modern technology is “directly tied to [their] heritage of measuring performance through the ages. ”

When one refers to TAG Heuer, the brand is often symbolic in the world of sports. Ms EberléDevaux herself stated that “ Sports has always been an organic playground for the brand ” and with ambassadors and partnerships with the likes of Manchester United, Aston Martin Red Bull racing, MXGP and tennis champion Petra Kvitova, it is not hard to see why. Jack Heuer, the great-grandson of the founder of the company, helped in leading the brand into the household name it is today. Through the 60s and 70s, he saw to it that the brand delivers “timepieces that are reliable – failure or error is not an option when you are racing – and that are accurate”. This mentality is what led to TAG Heuer’s affinity with sports, particularly motorsport. The Carrera was inspired by the 50s Carrera Panamericana race, with the city themed Monaco, drawing its inspiration from the McQueen film ‘Le Mans’ and the Silverstone celebrating the England Formula One circuit. Racing is inbuilt into their DNA.

This year, TAG Heuer showcased their latest collection. The new Carrera is the main highlight of the year, with the company going back to their roots to capture “its original spirit and design”. Along with this, to pay homage to their 160 year history, the company released two special edition chronographs: the TAG Heuer Carrera Silver and Montreal.

The Montreal-inspired limited edition is indeed a brand new fusion concept between one of the most beautiful dials of our history and the most iconic collection.

Ms Eberlé-Devaux commented on the choice of pairing the 60s racing chronograph, which is one of the company’s major pillars and the colourful 70s era highlight by stating that, “TAG Heuer has such rich historical archives that we are very purposeful in selecting the pieces that stand out and decide together with the Product and Marketing teams which milestones we want to highlight within more than a century and a half of watchmaking innovation.”

Over the decades, the brand has presented us with a number of unforgettable slogans, namely their ‘Don’t Crack Under Pressure’. It is however the Carrerra’s new and captivating ‘Forever Chasing Tomorrow’ that resonates with the words of Ms Eberlé-Devaux:

“New means unexplored fields where TAG Heuer can innovate with its own philosophy. ”

As a brand that prides themselves on their history and their innovative prowess, TAG Heuer sticks true to their ability to time and again build and recreate their identity and leave us only guessing as to what the next big milestone will be.

Leblon Delienne and Marcel Wanders

studio launch 'Sitting Mickey' - an icon reimagined

Together with Leblon Delienne, Marcel Wanders studio

launches the Sitting Mickey. After the success of the One Minute Mickey, One Minute Minnie and Mickey's Cheese Platter, the legendary icon has been reimagined and is now available sitting and in different finishes. Set in a relaxed position, the handcrafted resin figurine that measures 12 cm/4,7 inches sits leaning back, with his legs out, supported by his hands on the ground behind him.

This new contemporary version of the character that has been beloved around the world for nearly a century is now available in four coloured finishes, including chromed gold, chromed silver, glossy red and matt white. For those who love Mickey Mouse, as well as for those who appreciate unique, handcrafted design, this new offering presents a delightful insight into Marcel Wanders studio imagination. With this piece, The studio shows how it brings the romanticism of past ages into the contemporary moment. In collaboration with Leblon Delienne, Sitting Mickey is available in the Marcel Wanders studio Boutique.