The Mikrograph, the first chronograph to display one hundredth of a second, thanks to a central hand, was awarded the best watch of the year by the public, whilst the campaign that supported its launch was awarded the Best Campaign prize.
It is viewed as overwhelming recognition for the brand, the only one to receive two visits to the podium during the evening.
“I am incredibly proud of my people: those who developed the Mikrograph as well as those who designed the advertising visuals that made it stand out. For such an innovative watch, we needed a campaign that would also break the mould, by dramatically staging the notion of precision in an original and creative manner”
Jean-Christophe Babin, Tag Heuer’s President and CEODesigned, patented, developed and manufactured entirely in the TAG Heuer Haute Horlogerie workshop at La Chaux-de-Fonds, the Carrera Mikrograph 1/100th marks a milestone in the watchmaking industry: thanks to an escapement beating at 50hz, or 360,000 vibrations an hour, its central hand can measure and display time with 100th of a second precision.
Two limited editions were launched on the market with 150 pieces each, one with a brown central dial and the other in anthracite grey.
TAG Heuer Mikrograph advertising
The advertising to support the launch of the Mikrograph is creative, avant-garde and unexpected. The message of instant and precise timing was demonstrated powerfully and and memorably using animal speed and accuracy metaphors.
The campaign was developed by Art Director Mark Forgan, and Writer Jamie Standen of France based CLM BBDO, TAG Heuer’s advertising agency.