Cameron Diaz brings the glitz to TAG Heuer
TAG Heuer is a company renowned for its ultra-sporty watches, with a history heavily bound up with the glamour and speed of motor sports (see the feature on page 26). It may not seem the most obviously ladylike brand, therefore, but things have got very ladylike indeed with the arrival of the movie star, Cameron Diaz, to bring some added gloss and sparkle to its fast-evolving women’s watches section.
The wider story in women’s watches at the moment is the fact that the industry is finally waking up to the notion that women as well as men can be attracted to “proper” watches – mechanical pieces, rather than simply bejewelled quartz watches that are more jewellery than watch.
The Link Lady Diamond Star, which Diaz helped announce in Basel in March, is a concept piece that represents real groundbreaking in the field of women’s watches – something that’s still all too rare. Designed by London-based watch genius Christophe Behling the watch’s mechanical winding rotor, shaped like a series of shooting stars, essentially floats around the outside of the dial itself.
The watch emphasises the importance a brand like TAG is placing on the women’s market, while its Link Lady series as a whole continues to offer some of the more elegant women’s watches on the market that are both relatively affordable and, well, “watchy”.