Staying Power

Tag Heuer’s heritage director Nicholas Biebuyck on the enduring appeal of the Carrera

- Brian Cheong

When one speaks of chronograph watches, perhaps none springs to mind as frequently as the Tag Heuer Carrera. Developed for the world of motorsports, the Carrera is an icon that, as the Swiss manufacture loves to say, has found favour with human icons like Mick Jagger, Ryan Gosling and Formula 1 champion Max Verstappen. It is widely considered to be the benchmark for timekeeping excellence with an enviable legacy to boot.

Tag Heuer CEO Frédéric Arnault shares: “[The Carrera] was successful because of these reasons: legibility, understated elegance, and ergonomic design. It’s a watch you can wear with ease. Carrera is linked to the world of motorsports, a world which is close to who we are and what we stand for.”

I echo these words back to Nicholas Biebuyck, the heritage director of Tag Heuer, when we meet at Watches & Wonders 2023 in Geneva. “When people consider the most recognisable designs in this space, the Carrera is certainly among the very top choices. When you look at the earliest pieces from 1963, [the watches] offer absolute legibility,” he says.