In light of the global movement against sexual harassment and unequal treatment towards women in recent times, TAG Heuer has taken the first step for the Swiss watch industry towards joining the cause by introducing 2018 as the year of the woman. Ahead of Baselworld 2018, the watchmaker launched the new TAG Heuer Connected Watch Modular 41mm and the new TAG Heuer Formula 1 Ladies.
In conjunction with the 2018 International Women’s Day, TAG Heuer Malaysia also took the opportunity to introduce a new Friend of the Brand – radio host, certified Xtend Barre instructor, DJ, entrepreneur and one of Malaysia’s most prolific female social media personality, Patricia Sue-Lin Knudsen.
“We want to acknowledge the power of women and their roles in today’s society. We believe it is a movement worth talking about and investing in. It cannot be any more timely with the introduction of our new Friend of the Brand,” said Amelia Sillard, VP of TAG Heuer Souteast Asia.
“Patricia is a very strong-minded and non-conformist individual. She speaks her mind and is not afraid to challenge herself. Her achievements speak for themselves. She is constantly looking at new challenges and aims to be the best in all aspects in her career. Her #DontCrackUnderPressure mindset has proven to be successful in all her endeavors. We are very proud to welcome her to the family.”
Patricia Knudsen added, “I am honoured to be one of TAG Heuer’s Friends of the Brand. As an individual carving a name for myself as a DJ and a radio host, it takes a lot of creativity and boldness to be avant-garde and to try something new. This challenge excites me and makes me thrive. The pressure makes me want to do more but I do need to constantly remind myself to #DontCrackUnderPressure because sometimes DJ-ing in front of thousands of people is nerve-wrecking.”
FOR FINER WRISTS
TAG Heuer Connected Modular 41mm
Unveiled last year, the TAG Heuer Connected Modular 45 redefined luxury for the Swiss watch industry. Entirely Swiss-made and incorporating an ingenious modular concept, it has been reinterpreted with an elegant diameter of 41mm, offering a better fit for smaller wrists.
Developed in collaboration with Intel and GoogleTM, the TAG Heuer Connected Modular 41 features a number of improvements made to the 45mm version: its AMOLED 390×390 screen offers 326ppi resolution and improved brightness – max. 350 nits. Its storage capacity has also been increased to 8GB, and its RAM memory to 1GB, making it extremely smooth under any usage conditions.
The TAG Heuer Connected Modular 41 also features the ingenious modular concept. Seven standard models are available in boutiques and online, and the strap and lugs can be customised. New strap colours have been added to the collection: pink, blue or white leather, making a total of nine different straps altogether. The connected module can still be replaced with a Calibre 5 three-hand mechanical module and become an attractive mechanical watch in just a few clicks.
Other features include water resistance of up to 50m, GPS, NFC sensor enabling contactless payment via Android PayTM, and numerous infinitely customisable TAG Heuer dials from the TAG Heuer Studio. Running on the Android WearTM operating system, the TAG Heuer Connected 45 and 41 are compatible with AndroidTM 4.4 phones and iOS 9 or later versions.
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FOR LIFE IN THE FAST LANE
TAG Heuer Formula 1 Lady
A fashion watch that embodies the meeting of sport and lifestyle. This glamorous model is designed for the stylish, on-the-go woman today. TAG Heuer is now reinterpreting this famous collection with a series of completely redesigned watches which can be personalised with an interchangeable strap.
With a new shape, new materials, new dials, new straps, it’s a real breath of fresh air for this iconic women’s collection by TAG Heuer. Each detail of the watch now bears the hallmarks of the TAG Heuer Formula 1 series, and has been reworked to give the piece elegance and feminine curves. Hence, the case, in polished and brushed steel or with black PVD coating, with an elegant diameter of 32 or 35mm, features the tonneau shape which is indissociable from the men’s TAG Heuer Formula 1 model. The entire curve of the case and lugs has been refined, adding femininity to the watch.
The main new feature of this model is the interchangeable strap, where you can effortlessly switch from sporty to classic in one click. Available in brown, blue, white, red or black leather, or in metal, the choice of materials and colours give the collection a casual yet stylish look appreciated by today’s busy woman. Another new feature of this model is the double-plate system on the dial, which adds contrast, improves legibility and creates an interplay of colours: blue sunray or silver-plated dial, total full black look, resolutely rock or set with diamonds for a dash of glamour.