Its latest creation, the TAG Heuer Link Challenge, is a brand experience in its own right. Buyers will receive an invitation to play in the TAG Heuer Link Challenge - an exclusive golf event. Thirty six teams of four golfers, each captained by a celebrity player, will spend a day enjoying hospitality and 36 holes at Sunningdale.
It doesn't end there. Eight winners from the tournament will fly to the South of France and visit the AGS/TAG Heuer F1 driving school, where they will tear around in an Formula One car before retiring to the exclusive Hotel Le Beauvallon.
Only 100 of these brushed-steel watches are being created. Each one has a discreet embossed golf ball and its own engraved number on the back.
The silver dial sports a Link Challenge logo, and the steel case rounds off the exclusive feel with a flourish.
Of course, not everyone wants to spend £1200 on a watch. But this is so much more than a watch it almost looks like good value.
- Design: In-house.