FORMULA 1 Lady Steel & Ceramic

TAG Heuer Formula 1 Lady Steel and Ceramic by Maria Sharapova
 
Women don’t experience time the way men do. Men cut it up into fractions and sequences in order to visualize it, while women see it as a circular system, a poetic flow, an eternal return. For men, time is linear. For women, it is cyclical.

To please women, then, every object must be bestowed with the fullness, softness and emotion it deserves. Generosity and tenderness are essential. Design, not function, pleasure, not utility — these are paramount values. A watch doesn’t just tell time; it must be an object of pure seduction. The same is true for sunglasses. While a man will seek protection against UV rays combined with maximum utility, women seek, above all, style — a certain allure, the right curve for her face. The “look” first, then the performance.

When TAG Heuer asked tennis superstar Maria Sharapova to help design its first sunglasses for women and its new TAG Heuer Formula 1 ceramic watches, it wasn’t because of her Grand Slam victories. Nor because she had been working closely with TAG Heuer for the last five years as part of a close circle of brand ambassadors. It was because she is a woman — a TAG Heuer woman — endowed with special qualities and the systematic approach that comes with the territory.

Since the beginning of her career, Maria has shown inimitable style: a star on and off the court, she casually combines the mental strength of a great athlete with the playful frivolity of a true fashion buff. Except she doesn’t follow trends, she starts them. This is reflected in the things she wears, like her TAG Heuer sunglasses and her TAG Heuer watch: with her, the essential becomes pure pleasure, and seduction inspires both substance and form.

TAG Heuer Formula 1 Lady Steel & Ceramic

The 2005 launch of the Formula 1 Diamonds watch represented a giant challenge for TAG Heuer, which until then had primarily targeted the men’s market. Today, however, the feminine market represent 30% of TAG Heuer’s overall turnover. The ceramic additions to TAG Heuer Lady F1 line provide new opportunities in this growing sector.

Ceramic is a multisensory material, soft and warm yet unalterable: like a diamond, it cannot be scratched. Strong and exquisite, it is especially appealing to women. Combined with stainless steel, it creates a sublime bracelet with butterfly clasp — perfect for the most delicate wrist. The bezel on the jewelled version sparkles with 60 diamonds. The black edition is perfect for night on the town; the white, for anytime and anyplace.

For total star power, opt for the fully set bezel version with a new bracelet in ceramic and steel — the ideal accessory for those seeking something different, not overly showy or ostentatious, and always in the best of taste, no matter the circumstance.