A new chasis for Heuer 01, black ceramic

A whole revolution… It happened a couple of years ago in Basel, when Jean-Claude Biver assumed the reins of the This Avant-Gard brand and took a different direction that sought to connect with a new public and a new form of production.


A whole new concept of manufacturing verticalization in the company. At the moment what looked like a risky promise with dramatic change of course, has given the reason to the brand, which is governed by an essential principle: #DontCrackUnderPressure.

Heuer 01

Designed to become one of the product pillars of production at TAG Heuer, it has a construction developed from a modular case design of 12 elements, which allow to deliver an extraordinary number of combinations between materials and colors, and from this vision, the black ceramic construction is a benchmark presented ahead of Baselworld show and will be officially presented in January 2017.

Two references are presented, one with a rubber strap and the other with a ceramic bracelet, which, besides being more resistant than steel, is hypoallergenic and warm, which adds comfort to the owner. The case extends up to 45 mm and in its sapphire crystal background you can appreciate the movement.

The movement

Based on the 1887 manufacture engine, the new Heuer 01 offers maximum performance thanks to its automatic reassembly of maximum reliability, a chronograph mechanism with column wheel and a generous power reserve of 50 hours. Also in this new configuration is incorporated a modular construction, made up of a dozen elements: handles, inner case, bezel, case back, crown and its molding, pushbuttons,  sapphire crystals and more.


While TAG Heuer has a truly fascinating history, the reason for being at La Chaux-de-Fonds is to look to the future based on a dynamic and evolutionary act in the present, achieving an exceptional combination Between trade and technique. This maxim read between lines in the Swiss Avant-Garde Since 1860: past, present and future conjugated in the same equation that refers to a way of working and performance, as well as the Swiss style pioneer in the development of technologies, which Finds in the front line of the most prosperous countries of the planet, pride Swissness and a heart that does not yield to the pressure.

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