Swiss luxury watchmaker TAG Heuer made a bold statement at Dubai Watch Week, unveiling its very first stand-alone booth, a striking showcase of independence, innovation, and the Maison’s avant-garde spirit. From its motorsport-inspired geometry to dynamic lighting and contemporary materials, the booth immersed visitors in the world of TAG Heuer, where precision, performance, and design excellence converge.
At the heart of the exhibition was the TAG Heuer LAB, the brand’s innovation nucleus, making its regional debut. Here, guests experienced firsthand the Maison’s pioneering approach to watchmaking, from revolutionary materials like TH-Titanium alloy to the next-generation TH-Carbonspring oscillator. More than a research hub, the LAB celebrated human ingenuity, illustrating how TAG Heuer transforms bold ideas into cutting-edge horology.
BURO had the chance to sit down with Nicholas Biebuyck, TAG Heuer’s Heritage Director, to discuss the Maison’s latest timepieces, the technologies behind them, and how TAG Heuer continues to bridge its rich legacy with a forward-looking vision for the future of watchmaking.
DUBAI WATCH WEEK ATTRACTS BOTH SEASONED COLLECTORS AND NEW ENTHUSIASTS. HOW DOES TAG HEUER ENGAGE WITH BOTH AUDIENCES DURING THE EVENT?
We’re very fortunate as a brand to have this duality. TAG Heuer offers everything from entry-level pieces, like accessible Formula 1 models, to iconic high-end watches such as the Monaco Air One. This allows us to tell our story on multiple levels. We can speak to the emotional connection to performance in motorsport, while also showcasing deep technical expertise and Swiss watchmaking craftsmanship. The demos we bring here, along with storytelling, let us engage both collectors and enthusiasts at the highest level.
ARE THERE ANY NEW MOVEMENTS OR TECHNICAL INNOVATIONS BEING PRESENTED AT DUBAI WATCH WEEK THAT HIGHLIGHT TAG HEUER’S EXPERTISE?
One highlight is the Monaco Air One, which uses additive manufacturing and selective laser melting with a specialist grade of titanium, a first for the industry. We brought our internal Research & Development team from Switzerland, led by Carol Casspi, to Dubai to showcase these innovations. Visitors get to see first-hand how we blend cutting-edge technology with traditional watchmaking.
WITH TAG HEUER BRIDGING TRADITIONAL CRAFTSMANSHIP AND MODERN TECHNOLOGY, HOW IS THIS DUALITY SHOWCASED AT DUBAI WATCH WEEK?
We’re presenting both heritage-driven and avant-garde pieces. The Carrera Middle East Limited Edition, with Arabic numerals and regional color codes, tells the core brand story. At the same time, the Monaco Air One demonstrates cutting-edge innovation. This combination allows us to highlight TAG Heuer’s history while showcasing our commitment to technological advancement.
WHAT EXPERIENCE OR TAKEAWAY DO YOU HOPE VISITORS LEAVE WITH?
We designed a full client journey, from the ground floor, where we explain carbon hairsprings, magnetism, and proprietary titanium treatments, to our lab with its robotics demonstration, and then connecting to historical pieces from the TAG Heuer museum in Switzerland. This journey lets visitors experience the brand’s heritage, innovation, and storytelling in one immersive experience, something unique to Dubai Watch Week 2025.
ARE THERE ANY KEY MOMENTS OR SPECIAL EVENTS HAPPENING IN 2026 THAT YOU CAN REVEAL?
While we’re keeping some product launches under wraps, I can share that mastery of the chronograph will be our thematic focus next year. TAG Heuer has over 160 years of expertise with this complication, and we want to remind the world that when people think of chronographs, they should think TAG Heuer. Of course, products will support this theme, but for now, we’re letting the Monaco Air One shine.
AND FINALLY, WHAT IS YOUR PERSONAL FAVORITE TAG HEUER TIMEPIECE RIGHT NOW?
For the past three years, I’ve worn the 39mm Carrera Glass Box. It’s a classic. But next year, I’ll be moving on to a new piece that Carol and I have been developing, something very special.
At Dubai Watch Week 2025, one timepiece instantly caught our attention: the TAG Heuer Monaco Split-Seconds Chronograph Air 1. Limited to just 30 pieces, this high-tech marvel pushes the boundaries of horology while paying homage to TAG Heuer’s racing legacy.
Inspired by hypercar aerodynamics, its sculpted Grade-5 titanium case is crafted using Selective Laser Melting, an aerospace-derived technique, resulting in an 85-gram, architectural design featuring twin-layered honeycomb mesh and striking yellow gold and black DLC accents. Inside beats the Calibre TH81-00, TAG Heuer’s most complex chronograph movement to date, boasting a 65-hour power reserve, rattrapante (split-seconds) functionality, and a sapphire caseback with checkered-flag finishing, a mechanical celebration of the brand’s motorsport DNA.
Merging 160 years of precision watchmaking heritage with avant-garde innovation, the Monaco Air 1 proves TAG Heuer can honor its iconic past while charting a bold, visionary future.
