THE MIKROGRAPH WINS THE PUBLIC PRIZE
THE TAG HEUER CAMPAIGN WAS VOTED THE BEST 2011 WATCHMAKING CAMPAIGN
On 11 November 2011, during the prestigious Watch of the Year evening organized by the Ringier Group in Geneva, TAG Heuer was twice acclaimed by an audience of over 450 personalities from the world of watchmaking and from communications. The Mikrograph, the first chronograph to display one hundredth of a second, thanks to a central hand, was awarded the best watch of the year by the public, whilst the campaign that supported its launch was awarded the Best Campaign prize. Overwhelming recognition for the brand, the only one who had twice the chance to be on the podium.
“I am incredibly proud of my people: those who developed the Mikrograph as well as those who designed the advertising visuals that made it stand out. For such an innovative watch, we needed a campaign that would also break the mould, by dramatically staging the notion of precision in an original and creative manner” declared Jean-Christophe Babin, Tag Heuer’s President and CEO.
Designed, patented, developed and manufactured entirely in the TAG Heuer Haute Horlogerie workshop at La Chaux-de-Fonds, the Tag Heuer Carrera Mikrograph 1/100th marks a milestone in the watchmaking industry: thanks to an escapement beating at 50hz, or 360,000 vibrations an hour, its central hand can measure and display time with 100th of a second precision. This is a major TAG Heuer innovation, confirming the brand’s leadership in the mastery of high frequency and the measurement of infinitely small intervals of time.
Mechanical innovation serving ultimate precision has thus been the driver of the development of the Mikrograph. Two limited editions were launched on the market with 150 pieces each, one with a brown central dial and the other in anthracite grey,. To woo the lover of beautiful timepieces, the advertising visuals needed to be as creative, avant-garde and unexpected as the product they were promoting. It was vital to pay tribute to the art of watchmaking and at the same time deliver a simple message : high precision. And what is more precise than nature itself, so what could be more original than reproducing nature’s ultimate perfection using watch components? Developed with CLM BBDO, the TAG Heuer advertising agency, the campaign won the approval of a jury of communication professionals who were able to appreciate the poetry and refinement of the visuals and grasp the significance of the instant of time represented in that artistic way.