LVMH Watch Week: TAG Heuer Appeals to Next Gen Collectors with Its Latest Offerings

At LVMH Watch Week in Milan, TAG Heuer has been the brand to watch. Yes, there’s been a lot of talk about changes in the C-Suite, with three moves in the last five years. Yet, despite the behind-the-scenes shifts, the brand has introduced a solid series of watches, all informed by heritage while pushing the horological narrative forward.

The two timepieces that best represent this mix are the new Carrera Chronograph Seafarer and Carrera Chronograph in 41mm. Both reference some of the brand’s most storied releases, but in a way that bucks the trend toward neo-vintage. If you’re an enthusiast who loves heritage but isn’t into true vintage timepieces, these watches are for you.

Remember that TAG Heuer is the result of an amalgamation of two businesses – Heuer, founded in 1860, and TAG, maker of high-tech items such as ceramic turbochargers for Formula One cars, founded in 1985. Later, the luxury conglomerate LVMH acquired ownership in 1999.

Despite these changes, TAG Heuer has proven to be good at sticking to its core principles, with Jack Heuer, great-grandson of the founder, still serving as the honorary chairman. A big part of this identity is being able to appeal to both the classes and the masses.
 

Among the enthusiast community, one of the most beloved collections has been the Seafarer aka the Skipper. Introduced in the 1950s, these watches were initially produced for the American retailer Abercrombie & Fitch. The Skipper is fondly remembered for its distinctive dial with blue, green, and yellow patterns that display the high and low tides and track the phases of the moon.

Like its F1 comeback last year, TAG Heuer returned to the world of sailing in 2023 with the release of a modern interpretation of the celebrated Skipper regatta countdown timer of the 1960s. Here, the brand added a modern twist in a special version of the new Carrera glassbox design. Now, for 2026, the Maison has introduced a more contemporary reimagining of the classic.
 

In the latest addition, you’ll find the new in-house TH20-04 automatic movement has been modified to incorporate the tide indicator. This function is set using a special “TIDE” button located at the 9 o’clock position on the case. When pushed, the button causes the tide disc (which is divided into quadrants) to rotate.

After checking the tide times at any given location, the disc moves so that the quadrants marked “high” and “low” correspond with the relevant known times the tide will be – you guessed it – at its lowest or highest. This provides an invaluable indicator of the optimum times to sail in or out of harbors or along tidal rivers and estuaries.
 

Moving on to the design, the Carrera Chronograph Seafarer’s robust 42mm case is crafted from a combination of fine brushed and polished steel, nicely complemented by the champagne dial. On the caseback, there’s sapphire crystal engraved with TAG Heuer’s signature “Victory Wreath.”

To further enhance the Carrera Chronograph Seafarer’s tool-watch credentials, it’s fitted with TAG Heuer’s seven-row steel bracelet – a 2025 reinterpretation of the classic with brushed and polished links that feel more in tune with the heritage vibe of the newer glassbox models. However, if you seek something more nautical, the Seafarer also comes equipped with a sports strap in a beige colorway lined in Intrepid Teal.
 

Some enthusiasts may have wished for something that hewed more closely to the original, but this watch isn’t for them. Instead, it courts an audience that isn’t necessarily interested in a pure vintage design.

Also making its debut at LVMH Watch Week is the new Carrera Chronograph in 41mm. Named after the infamous Carrera Rally Race and inspired by the 12 Hours of Sebring, the Carrera was first launched in 1963. Like those endurance races, this chronograph has enjoyed a lengthy time in the sun.
 

Part of the design’s longevity can be credited to its popularity on and off the track. Niki Lauda, Ronnie Peterson, and Arturo Merzario all wore Heuer Carreras. So did Mick Jagger and Ryan Gosling. It might be the sexiest tool watch on the market, and it keeps on getting better with age.

In 2023, TAG Heuer revived the Carrera’s iconic glassbox design for its 60th anniversary, marrying the curved sapphire crystal and flowing flange with more refined finishing and cutting-edge calibres. These upgrades cleared the way for three new iterations.
 

Here, the case has been upsized to 41mm from 39mm and presented in three colorways: an azure blue with a circular-brushed surface, a teal green that has become a signature color for TAG Heuer, and a classic black with red accents meant to evoke the energy of the racetrack.
 

To emphasize the importance of precision, there has been a deliberate commitment to legibility and visual harmony in each color combination. Under the hood, the motor of these three references is the in-house TH20-01movement. Last but not least, all are paired with TAG Heuer’s new seven-row steel bracelet.
 

While this might not be the most disruptive design shown in Milan, it also avoids the trap of trying to retreat into the past. As TAG Heuer says in its launch press kit, “It speaks to a generation of enthusiasts who value precision and emotion in equal measure.”

While the Carrera Chronograph is available today, the Carrera Seafarer won’t be available until March. The chronograph is priced at $7,950, and the Seafarer is priced at $8,800. For more information, visit the TAG Heuer website.