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The Rebirth of an IconNew: TAG Heuer Link Timepieces

What turns a Swiss watch into an enduring icon of design and elegance? In the case of the TAG Heuer LINK, daring aesthetics, a glamorous history of celebrity endorsement, and, perhaps most important for the person who wears it, a level of perfect-fitting wrist comfort second to none. Supremely versatile, it is a watch for all occasions: whatever you do, wherever you are, the TAG Heuer LINK helps define who you are - urban, active, adventurous, sure of yourself and your place in the world.

One of TAG Heuer’s strongest brand assets, the TAG Heuer LINK is an instantly recognizable timepiece, avant-garde both for its ergonomic design and its understated, very contemporary elegance.

Motion, purity, curve, precision, an almost liquid-metal dynamism in its streamlined form and silhouette - these are the new TAG Heuer LINK’s signature values. The look is iconically urban. The symmetries between the dial and the bracelet, and between the links of the bracelet itself, evoke the fluid lightness and movement of contemporary architecture: clean lines in shimmering steel, sparkling glass and monochromatic text. The bold design is open and direct, explicitly organic; the timepiece floats weightlessly on the wrist, yet has expressive solidity and a dramatic shape. Function, comfort and avant-garde aesthetics have rarely been so elegantly allied.

More avant-garde. More elegant. More comfortable than ever.

The TAG Heuer LINK has undergone several transformations during its first quarter-century. This year’s reinterpretation is the most radical to date. The lines are sharp, in keeping with contemporary tastes. The styling is more urban and dynamic, yet ever faithful to the TAG Heuer LINK’s timeless values and inimitable look and feel. Purer, sleeker, more contemporary, yet ineluctably linked to its distinct codes and identity — the new LINK is the pacesetter of the avant-garde.

The four key features of the new TAG HEUER LINK are its bracelet, case, bezel and dial.

The bracelet

The bracelet, with its instantly recognizable S-shaped links, is more comfortable than ever. Streamlined to its purest form, it combines simplicity with a sharper, more fluid shape. The steel S-links are fine brushed, with a new polished shimmer on the sides. The legacy of values inherited from the original remains firmly in place: avant-garde luxury aesthetics; comfort and flexibility without peer.

The case

The new case is a stunning reinterpretation of the original, with, instead of a fully brushed finish, a striking contrast of fine-brushed horns and polished and rounded sides. Water resistant to 100 metres, it is a solid and forceful as its predecessors, yet the overall look is thinner and flatter — more contemporary.

The bezel

The fixed bezel is a highly sophisticated multilevel design integrating both round and “cushion” shapes (except in the quartz model). The different levels elegantly catch and texture the light in a myriad of ways. The engraved numerals offer better readability.

The dial

The dial comes in a variety of sizes and functions (Quartz, Auto, Day-Date, Calibre S, Chronograph). Black or silver, each has an eye-catching vertical streak effect, which continues the vertical geometry of the bracelet, giving depth and allure. The monochrome TAG Heuer logo is hand-applied. The curved and facetted indexes are hand-applied and polished. The faceted and polished hour and minute hand are rhodium-plated with luminescent markers.

The overall look is radically new, yet the strong spirit and timeless character of the original is still instantly recognizable in every element. The LINK remains what it has always been - TAG Heuer’s most elegant sports watch, avant-garde to the core, and now backed with new, top-end technology and a very urban and contemporary economy of form.