EVERY INDUSTRY has its awards but there are few outside the Oscars that can match the Grand Prix de l’Horlogerie de Geneve for glitz and glitter. So as Swiss watch brand TAG Heuer was announced as the winner of the award for best sports watch of 2011, it can be forgiven a polite whoop of celebration followed by full-page adverts in the world’s leading financial newspapers including the Financial Times. TAG has built its brand on the back of sports stars like Tiger Woods (dropped earlier this year), Lewis Hamilton and Maria Sharapova and has regularly won prizes for design, but this prize recognised the company’s roots in performance. The $100,000 Mikrotimer Flying 1000 is the world’s first mechanical watch to measure and display down to 1/1000th of a second representing the pinnacle of manufacturing precision. TAG dates its sports tradition back to 1860 when founder Edouard Heuer’s first chronographs were worn by yachtsmen and racers of the day. Now the company is part of luxury brand stable LVMH which combines Louis Vuitton handbags, Moet champagne and Henessey congnac.
TAG Heuer scoops prestigious watch award
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