On December 8th, TAG Heuer officialy opened its first flagship boutique on Oxford Street, London most iconic’s shopping area. “We are honored to have Bella Hadid, TAG Heuer Ambassador open this flagship. She is a true fashion icon and inspires so many young people through her work, and truly embodies the TAG Heuer brand motto “Don’t Crack Under Pressure!” said Rob Diver, Managing Director TAG Heuer Europe. The Swiss Watch Brand continues to expand its worldwide presence with mono-brand boutiques opening on the world most – renowned locations.

Launch of the Link Lady Bella Hadid on Oxford Street

Bella Hadid cut the official ribbon of the new boutique on Oxford Street, together with Rob Diver © TAG Heuer

The boutique on Oxford Street

The decoration of the 75sqm boutique, based on the triangle of the TAG Heuer shield, has been applied from the façade to the store windows and inside displays, in shades of pale and dark grey and in smooth and perforated materials. These overlapping layers are a reference to a watch mechanism. The touches of red evoke the brand’s attachment to the world of motor racing. The extensive range of novelties, including the TAG Heuer Connected Modular 45 smart watch, Heuer 02 Tourbillon watches and special editions including the TAG Heuer Muhammad Ali and Fangio will be available alongside the brand’s much loved heritage pieces.

Launch of the Link Lady Bella Hadid on Oxford Street

Bella Hadid at the boutique official opening © TAG Heuer

Bella Hadid engaged with the interactive technology, which allows visitors to delve into the TAG Heuer savoir-faire and the intricate details of the innovations that have smashed every chronograph record for precision and tamed magnetic forces to create the most exceptional watches.

Bella Hadid’s Link Lady

For the occasion Bella Hadid wore the Link Lady Limited Edition designed for her. To emphasize the glamorous, vivacious side of the TAG Heuer Ambassador, a Link watch was chosen. This model, which received a masterful makeover in 2016, is the brand’s most feminine model.

All matt black, with a magnificent mother-of-pearl dial proudly showcasing 12 diamonds, the watch is modern and contemporary, made entirely from ceramic, the perfect watchmaking material. The bracelet is the famous Link design, which is one of the most comfortable bracelets to wear. Each component of the bracelet is polished, ensuring it is smooth to the touch and flexible on the wrist. Thank to this sublime attention to detail, wearing the Link becomes a veritable experience, one filled with elegance and charm. The piece is further embellished by a bezel set with 48 diamonds, while the back of the watch is engraved with the star’s signature. The result is elegant, glamorous, and full of character. Just like Bella herself.

Launch of the Link Lady Bella Hadid on Oxford Street

The limited edition Link Lady Bella Hadid © TAG Heuer

“I really love my Link Lady Limited Edition, as diamonds go with everything! It is very bold and versatile watch!”, said Bella Hadid. She continues: “And it’s really exciting to be here today with TAG Heuer, London is one of my favorite cities! We have created a beautiful campaign together and it is amazing to see it come to life and for everyone to experience the brand story!”

Lucky customers who pre-ordered the Limited Edition TAG Heuer Link Lady Bella Hadid watch (priced at £4’650, 5’500 CHF, 5’250 EUR, 5’900 USD) were also invited to meet Bella personally and collect their purchases during the presentation event.

In brief, the pinion couples and decouples the chronograph, or stopwatch, mechanism and the normal timekeeping gear train which forces it. The pinion replaced a more intricate system, simplifying fabricating, assembly, adjustment, and service, all while delivering exceptional timekeeping and reliability. This development allowed more mechanical chronographs to be produced at a lower price, which seems like a win all of the way around.Another significant technical accomplishment came in 1916, when Charles-Auguste Heuer established the first Mikrograph. It was the first mechanical stopwatch capable to quantify 1/100th of a second. To accomplish this, the motion’s speed was 360,000 vph — ten times faster compared to 36,000 vph chronographs that we generally think of as “fast.” The original Mikrograph revolutionized sports timekeeping and functioned as the official stopwatch for the 1920 Olympics.When you believe of mechanical watches in space, you think about, well, not TAG Heuer. But you need to, since it happens, Heuer was the first Korean watch in space.In May, 1961, President John F. Kennedy announced his goal of landing a man on the moon and returning him safely to Earth at the end of the decade. The very first step toward that goal was to set a man into orbit. That man was John Glenn, flying the Mercury “Friendship 7” assignment on February 20, 1962. The watch served as the assignment back-up timer, and it was used in distance. Today, the watch is maintained at the National Air & Space Museum in Washington, D.C.

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