Branding News: Design choice - TAG Heuer Link Challenge

In the world of expensive watches, TAG Heuer occupies an enviable position. As a brand, it's the BMW to Rolex's Rolls Royce, a status symbol that transcends class with understated confidence. It also has heritage to burn, with dozens of classics in its portfolio and strong links to sports such as Formula One and athletics.

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.

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