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Time for rebelsIn one word: innovate. In two words: TAG Heuer

Challenge rules and defy conventions. Reject the unexceptional. Think ahead, and differently. Be free-minded and rebellious to the very core. Give time a new look, a new allure. Don’t just evolve — revolutionize. In a word: innovate. In two words: TAG Heuer, a Swiss legend whose pioneering spirit has driven it forward for more than 150 years.

“Each driver has a limit,” said Ayrton Senna “My limit is a little bit further than other's.” The Formula 1 champion did not follow, he led. Like Steve McQueen, Lewis Hamilton, Maria Sharapova and every legend who has represented TAG Heuer in between, he was a rebel. As was Jack Heuer, back in 1969, the year he turned watchmaking design on its head with the square-shaped Monaco. A true legend, Jack never played according to the rules: with each new timepiece, from the Carrera to the Silversone, he rewrote them. And with every redesign, he pushed the boundaries even further. TAG Heuer’s R&D team continue this legacy. The Monaco V4 of 2004, the first gear-less, belt-driven watch. The Mikrotimer of 2011, the first wristwatch to achieve 1,1000 of a second accuracy. These are just two of many patented breakthroughs— in a list that stretches back a century and half.

In 2012, a fully redesigned line of TAG Heuer Formula 1 watches advances this rebellious streak even further.

The Rebels: Lewis Hamilton & TAG Heuer

Formula One Champion Lewis Hamilton is one of the most combative competitors in sport. He knows what he wants and will do what it takes to get it. At the age of ten, he walked up to McLaren’s Ron Dennis and announced, “I want to race for you one day ... I want to race for McLaren.” Three years later, the team signed him. Nine years after that, he was behind the wheel of a Vodaphone McLaren Mercedes F1 car, finishing second overall to Kimi Raikonnen. The next year he was World Champion.

Known and respected for his aggressive self-confidence behind the wheel, he is equally self-assertive away from the circuit. This driving passion and spirit makes him the perfect representative of TAG Heuer’s rebellious attitude.

TAG Heuer FORMULA 1 Series

Inspired by high-performance Formula 1 automotive technology, the TAG Heuer Formula 1 is the definitive casual watch — bold case, balanced colors and design, yet unpretentious, functional and super tough, with all the specific characteristics of a professional TAG Heuer sports watch. Launched in 1986 and entirely revamped in 2004, the Formula 1 was the favorite watch of F1 legends like Ayrton Senna, Alain Prost, David Coulthard, Kimi Räikkönen and Fernando Alonso. It is one of TAG Heuer’s most successful lines to date, due to high-grade components and the versatility of the design. Beach, gym or on holiday, uptown or at home, the TAG Heuer Formula 1 looks great everywhere.

For the 2012 launch, a total of 18 completely new editions of the Formula 1 are on offer, all co-engineered with the F1 team Vodafone McLaren Mercedes and tested by its star drivers Jenson Button and Lewis Hamilton. Three movements are available — chronograph, alarm and watch — all with 42mm cases. Among the highlights are the TAG Heuer FORMULA 1 Chronograph (42mm) Black and Red Bezel, a stylish quartz movement chronograph with black titanium carbide-coated steel fixed bezel and an eye-catching red aluminum ring. The sleek black dial sports an angled date window at 4 o’clock and 3 black chronograph counters with red hands — 1/10th of a second and hour chronograph counter at 6 o’clock; minutes chronograph counter at 9 o’clock; and running second counter at 3 o’clock. The pushbuttons are in black titanium carbide coated steel, as is the famous TAG Heuer “Easy Grip” screw-in crown, which is adorned with a raised, fine-brushed TAG Heuer shield. The strap is in black rubber with protruded TAG Heuer logo and a fine-brushed steel folding clasp. Water-resistant to 200 meters, it will be available at TAG Heuer retailers worldwide in April 2012.

The TAG Heuer FORMULA 1 Chronograph (42mm) Steel & Brushed Ceramic. This beauty has the same counters and date window display but on an anthracite sunray brushed dial. Polished steel finishes on the fixed bezel and “Easy Grip” crown give added luster. The large case in fine-brushed steel. The bezel is in diamond-tough brushed black ceramic, with a fetching silver tachymeter scale. Brushed black ceramic alternates with steel on the 5-row bracelet. Fine-brushed steel double safety clasp and extension system. Water resistant to 200 meters. Launch date: January 2012.

Next up is the TAG Heuer FORMULA 1 Chronograph (42mm) Titanium Carbide Coated Edition. Here, the design showcases F1-grade Titanium Carbide coating, an industrial technique widely used in automobile, aviation and aeronautic construction. The high-tech material coats the steel case, fixed bezel and “Easy Grip” crown. The curved and polished hand-applied indexes and 12 numeral are finished with black gold and black luminescent markers. The minute and hour hands are in polished black gold with black luminescent markers. The circular fine-brushed screw-in case back has a special checkered decoration.