TAG Heuer Monaco Chronograph Reinterpreted by Parsons Students

Dec 10, 2010

TAG Heuer and Parsons’ eight-week “Art of Watchmaking” program – which charged 26 junior-level Parsons students with reinterpreting the classic Monaco chronograph – drew to an exciting conclusion on Friday, Nov. 12 when the students presented their final designs to an illustrious panel of judges: Narciso Rodriguez, CFDA-award winning womenswear designer; Renaud Dutreil, chairman of LVMH North America; Ulrich Wohn, president & CEO of LVMH Watch & Jewelry North America; Marion Fasel, contributing jewelry editor of “InStyle” magazine; Michael Thompson, editor of “International Watch” magazine; Rama Chorpash, director of product design and associated professor at Parsons and Andre Fortier, vice president of after-sales service of TAG Heuer.

During the review, the students, who were divided into eight teams, showcased three concepts, and discussed their inspiration, target consumers and design philosophy. Ideas ranged from a Monaco chronograph with crystals on its dial to one with a case that rotates 45 degrees.

“The students’ enthusiasm for this program was clearly evident in the quality of their designs,” said Wohn. “They truly immersed themselves in the brand and presented ideas that embraced the avant-garde, daring spirit of TAG Heuer. We are inspired by the students’ perspective on luxury timepieces and their unfettered creativity. It’s nice to look at your brand through new eyes.

From Dec. 6-17, visitors to TAG Heuer’s official Facebook page, www.facebook.com/TAGHeuer, can “like” their favorite designs as well as leave comments. The first, second and third-place winning teams, which were selected by the judges, will be announced at a private breakfast on Dec. 17. The top design has the potential to be produced by TAG Heuer as limited-edition model.

Students’ designs included: (top) “Crystal,” “Legacy,” “Vantage,” “Track,” (bottom) “Tahitian Pearl,” “Wood,” “Ceramic” and “Black Shield”

TAG Heuer timepieces are available at King Jewelers in Aventura, FL and Nashville, TN. For more information, please visit www.tagheuer.com and www.kings1912.com.

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