TAG Heuer’s Apollo Project launches new timepiece


Watch brand to unveil new chronograph via live webcast at BaselWorld.

TAG Heuer has announced what it describes as "a game-changing new concept" with the launch of a very high-frequency chronograph watch at next week’s BaselWorld.

Launching the yet-to-be revealed watch via an interactive online press conference, TAG will webcast its press conference for the new timepiece live from Basel, via its Facebook page. 

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“We’ve had the Apollo Project – a code name [for the launch] – under wraps for months" said TAG chief executive Jean Christophe Babin, who will field questions at the end of the conference from Facebook fans and the Basel journalists.

"It’s our most closely guarded secret ever. Now it’s time to take the lid off. Doing so live and online gives us an opportunity for interaction with TAG Heuer watch owners, collectors and enthusiasts everywhere", added Babin.

The Apollo Project name has been chosen to signify the importance of the new TAG timepiece. In a statement, the brand explained: "If this year’s commercial launch of the Heuer Carrera Mikrograph 1/100th — the first-ever mechanical chronograph to measure and display 1/100th of a second on a flying central hand — is to watchmaking what walking on the moon is to space history, then the top-secret Apollo Project is the equivalent of the first manned landing on Mars."

TAG Heuer has produced chronographs since 1916, the year Charles-August Heuer introduced the 1/100th Mikrograph stopwatch. TAG introduced its first-ever wrist mechanical chronograph, the Calibre 360, in 2005 measuring and displaying 1/100th of a second. In January 2011, TAG Heuer went one step further with the launch of the Carrera Mikrograph 1/100th of a second chronograph, the first-ever integrated wrist mechanical chronograph with a central hand displaying 1/100th of a second.

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