Introduction

Yo u r TA G H e u e r
We congratulate you on your choice of a TAG Heuer watch and thank you for your confidence in our company. Your choice brings you technical innovation, accuracy and endurance. These criteria, by which high-level sports performance is judged, have given TAG Heuer its unique position amongst Swiss watchmakers since 1860. Our dedication to measuring minute fractions of time has led to many technical patents. It has also established TAG Heuer as official timekeeper for the worlds most important sports events and as the leader in the sports watch segment. Each TAG Heuer watch has been created to meet the most exacting requirements. The materials we use guarantee the exceptional durability of our watches, even under particularly severe operating conditions. Extreme care is taken at every stage of production. Before being launched on the market, each new product undergoes more than sixty precision and quality tests. In addition, your TAG Heuer has been examined individually to verify its waterresistance and ensure that it works perfectly. The international guarantee card provided with your TAG Heuer watch is recognized by TAG Heuer Service Centers in more than 100 countries worldwide. TAG Heuers International Warranty is valid only if the serial number imprinted on the watch casing is clearly legible and no part of the original watch back, or original number has been removed, changed, altered, replaced, erased or defaced. Failure of the foregoing conditions voids all rights resulting from TAG Heuer International Warranty System. Your new TAG Heuer watch combines tradition and technical achievement. We trust it will bring you complete satisfaction.
The movement The TAG Heuer Calibre 36 is one of the very few mechanical chronograph movements to measure short time intervals to 1/10th of a second. A performance achieved thanks to a balance wheel vibrating at the exceptionally high frequency of 36'000 vibrations/hour. The chronograph functions are co-ordinated by a column wheel. TAG Heuer is one of the very few manufacturers able to master this sophisticated technique, the true signature of a great chronograph. Technical specifications Your new TAG Heuer chronograph combines the technical features of an authentic sports watch. For the TAG Heuer Classics chronographs: Monza-Monaco-Targa Florio-Carrera Water-resistance to 50 meters* Luminous hands and hour-markers Leather strap with folding buckle and security push-buttons Plexi-glass crystal except for the Monza and Carrera chronographs which are equipped with a scratch-proof sapphire crystal. For the TAG Heuer Link, Kirium and 2000 chronographs: Water-resistance to 200 meters Unidirectional turning bezel* Luminous hands and hour-markers Screw-in crown Double-security clasp on metal bracelet Scratch-proof sapphire crystal *According to series
C a r i n g f o r y o u r TA G H e u e r
Your TAG Heuer requires a certain amount of care. The following guidelines will enable you to ensure its reliability and protect its appearance over time. Cleaning. Be sure to rinse your watch regularly with fresh water and soap, especially after it has been in salt water. If you plan to wear it in water either frequently or for prolonged periods, we recommend choosing a metal bracelet, in gold, steel, or two-tone. Please remember that your watch is water-resistant only when the crown is screwed in correctly or simply pushed in for the TAG Heuer Classics models. Condensation. If the temperature changes suddenly, a slight condensation may appear under the crystal of your watch. This mist will disappear by itself and will not affect the functioning of the watch. If the condensation persists, please see your official TAG Heuer dealer. Pressure seals. Over time, the pressure seals on your watch may deteriorate. We recommend that you have the water-resistance of your watch checked once a year by your TAG Heuer dealer, who will replace the seals if necessary. Automatic movement. When a self-winding mechanical watch has not been worn for some time, it uses up its power reserve and stops. To start it again, either place the crown in position 1 and rewind it manually, or activate the rotor by making movements with your wrist. Completely wound up, your watch will continue to function for approx. 50 hours. The automatic movement requires particular care. To protect its accuracy, TAG Heuer recommends that you have it serviced every two years.

Crystals. Certain crystals of our watches are treated with an anti-reflection coat so as to improve legibility. This extremely fine coat can become alterated because of a shock or mishandling. Under normal use, this treatment will offer every satisfaction. Bracelets / Leather straps. Our straps are made of the finest leather, treated for superior resistance to humidity. Nevertheless, we suggest that you limit the time this material spends in water. For the upkeep of your leather strap, we recommend cleaning it with a soft, dry cotton cloth and not using any abrasive products. It is normal for its color to darken slightly with time. Crocodile straps are delicate, and you should take special care to prevent the leather getting wet. The crocodile leather comes exclusively from farm animals and its origin is certified by the customs declaration. For the upkeep of your metal bracelet, we recommend cleaning it with soap and water once a month. To avoid any risk of accidental opening, our gold, steel, and two-tone bracelets are fastened by a double security clasp*.

*According to series

Display
To s e t t h e t i m e a n d d a t e
Chronograph hands Timer 12 hours Timer 60 seconds Timer 30 minutes
The 0 position only concerns models with a screw-in crown (Link-Kirium-2000) If your chronograph is equipped with a screw-in crown, please make sure that the crown is correctly screwed in order to garantee waterresistance to 200 meters. Unscrew the crown to place in position 1. The 0 position does not concern models without a screw-in crown: Monza-Monaco-Targa Florio-Carrera.
Position 1: Normal position and manual winding This position allows you to wind your watch manually by rapidly rotating the crown. Pull the crown out once more to place in position 2.
Attention: Contrary to most calibers, use intermediary position 2 to correct the time and not the fully pulled out position 3. Position 2: Time correction Turn the crown forwards to backwards according to the desired correction. Pull the crown out once more to place in position 3. Position 3: Rapid date correction Turn the crown clock wise to correct the date. Please remember to ALWAYS push the crown back to position 1 and to screw in to position 0 if your watch has a screw-in crown.

Seconds

Hours Watch hands

Minutes

Simple chronograph function

Using the unidirectional turning bezel*
Warning: Before each timing, the hands must be at zero. If necessary, press button B. 1. 2. > 3. Start: Stop: Time read-out Reset to zero: button A (START) button A (STOP) button B
Additional chronograph function
This function measures several consecutive times, adding them to give the total time taken. Warning: Before each timing, the hands must be at zero. If necessary, press button B. 1. 2. > 3. 4. > etc. 5. Start 1st time: button A (START) Stop 1st time: button A (STOP) Read 1st time Start 2nd time: button A (START) Stop 2nd time: button A (STOP) Read 1st and 2nd times Reset to zero: button B
The unidirectional turning bezel on your TAG Heuer, with its precision ratchet, is for the measurement of dive time. The shape of the bezel is designed for easy hand rotation, even with diving gloves. For safety, the bezel can only turn counterclockwise. If it is accidentally moved it will indicate a longer elapsed dive time. At the start of a dive, turn the bezel so that the zero mark is in front of the minute-hand (fig. 1). The minute-hand will always show the number of minutes that have elapsed since the dive started (fig. 2).

fig. 1

fig. 2
30 minutes have elapsed since the start of the dive

Ta c h o m e t e r *

The tachometer calculates your average speed over a distance of one kilometer or one mile. Measure the time it takes to travel one kilometer or one mile (1-60-sec.register). The position of the seconds-hand on the tachometer scale marks your average speed in kilometers per hour or miles per hour.
TA G H e u e r C h r o n o m e t e r *
Only the chronographs being certified chronometer are accompanied by the certificate attesting that the movement has successfully passed all the tests of the Swiss Official Chronometers Control (C.O.S.C.) and that its precision and its reliability have been tested over a period of 15 days, in 5 different positions and at 3 different temperatures. The personalized number engraved on your watch and marked on your certificate corresponds to the chronometers movement number and guarantees that your chronograph is a Chronometer certified by the C.O.S.C.

report Basel watch fair

TAG Heuers Grand Carrera, Calibre 36 Franoise Bezzola, TAGs director of communications Zenith exhibition window Hublots Big Bang 44mm Omegas Speedmaster Professional Omegas Speedmaster 40th anniversary re-edition Re-edition of Omegas Milestone 1941
Breguets exhibition stand Ebels stand Rolexs stand Carl F Bucherers stand President of Ebel, Marc Michel-Amadry Thomas Morf, CEO of Carl F Bucherer

time warp Basel

Preface With sales of timepieces falling by 20 per cent in the first few months of this year, watchmakers are remaining confident by looking to their archives either to relaunch or emphasise classic, sober designs that are long-term investments for customers. writer Ivan Carvalho photographer Brje Mller

Five nds

01: Omega Seamaster Ploprof 1200M Update of 1970 divers classic that features coaxial calibre and is water resistant to 1,200m. 02: Hublot Gold King Power Features a new red-gold alloy and split-second chronograph movement. Only 500 will be made. 03: TAG Heuer Monaco Twenty Four Concept Chronograph Latest concept piece with calibre 36 movement set in a black PVC-coated protected by advanced polymer shock absorber.
Korea and australia being two as layos and vanishing bonuses reduce demand, many dont see signs of recovery until the end of the year. However, there were no glum faces to be found in the Hall of Dreams, where the guardians of Swiss made annually hold court, together with a few established outsiders. perennial names such as patek philippe and rolex, ensconced as usual in its rareed compound, preferred to promote consistency, not crisis, as the watchword for this years event. when there is a crisis people gravitate towards the traditional brands, not the hype or whats hot, says thomas morf, Ceo of Carl F Bucherer. Legacy watchmakers were quick to take advantage, playing up re-editions. By a stroke of luck, Omega and tag Heuer both marked 40-year anniversaries: the rst celebrated its Speedmaster timepiece that featured on the rst lunar landing, while the second honoured its monaco chronograph, famously worn by Steve mcQueen in the racing lm Le Mans. today, its more about the heritage, says andrew Block, vice president at tourneau, americas largest ne watch retailer, as he wanders through the exhibits on opening day. every brand wants to bring out what in the past has worked for them. (M)

industry players

Franoise Bezzola Director of communications, TAG Heuer We dont think now is the time to be at a standstill. Being innovative is the real answer to the crisis. Thomas Morf CEO, Carl F Bucherer We arent a trend brand, we are an authentic Swiss watch brand. In difficult times people look for the timeless brands. Stephen Urquhart President, Omega Its more a confidence issue today. People want to be reassured. We havent changed our strategy and we see customers willing to come and shop. Jean-Claude Biver CEO, Hublot Innovation and creativity is the medicine against recession. Whoever can bring new ideas, colours and materials is a winner. Marc Michel-Amadry President, Ebel Today its about getting back to soberness, the pure and chic the classics.
Despite grey skies and the gloomy economic climate hanging over this years watch fair in Basel, Jean-Claude Biver is not letting things dampen his spirits. ever the contrarian, the Ceo of upstart brand Hublot is eagerly showing o new versions of his Big Bang in shades of pink, yellow and apple green timepieces to get your teeth into that come tted with an alligator and rubber strap. people still want to dream, to escape and im 100 per cent in favour, he booms. Bivers upbeat attitude is refreshing at a time when Swiss watchmakers are nervously eyeing order books. after a record 11bn in exports in 2008 (notwithstanding a poor fourth quarter), sales have fallen more than 20 per cent in the opening months of this year.with only a handful of markets performing well South

04: Ebel Classic Hexagon Chronograph Massive 48.3mm, monohull case in stainless steel with ergonomic curves and hand-stitched alligator strap.
05: Seiko Ananta Spring Drive Chronograph New collection of high-end watches with curved case made from a single piece of steel that evokes traditional Japanese Katana sword.

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