TAG Heuer celebrates the shared drive for perfection of two world number one athletes at Hour-Hand.com

26
December
08

TAG Heuer celebrates the shared drive for perfection of two world number one athletes

01:56:35 pm | Categories: TAG Heuer | 544 views

TAG Heuer ambassadors Tiger Woods and Lewis Hamilton are more than just champions at the top of their game. They are conquerors of the 21st century. TAG Heuer celebrates their passion for perfection in a film and an exhibition: Knights of Modern Time.

There are people who refuse to stand still. Move, change, evolve, adapt, these are the verbs that fuel their restless drive, powering them past the mundane and the mediocre towards an ever-new conception of constant improvement. Ambition is the accelerant, igniting in these people the desire to continually improve, to outdistance limitations and outpace expectations.

Lewis Hamilton with the Grand CARRERA Calibre 17

No experience is a reason to stop — winning, losing, failure, success, moments of weakness and moments of strength — these are life’s lessons, indispensable sources of information. For these people, there is no finish line, only a next starting line, and the middle-of-the-road is something they left behind in the dust long, long ago. These people are the Knights of the Modern Time.

These are the values of TAG Heuer ambassadors Tiger Woods and Lewis Hamilton. To them, more than values, they represent a lifestyle. Though both are at the very top of their respective games, they never hold onto victory, only restlessly fight for it.

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TAG Heuer is proud to celebrate these Knights of the Modern Time through a film portrayal of their extraordinary achievements. Besides the obvious analogies in their remarkable stories — the talent and drive that led them to the top of their respective sports early on in their careers, and the many obstacles they had to overcome in two traditionally homogenous sports — the film focuses on their ability to ceaselessly challenge themselves and strive to always get better.

An exhibition to follow will feature various aspects of their mindset and achievements, but also the challenges they encountered and the inner strength it took to conquer them.

Tiger Woods LINK Calibre S

The ambitious TAG Heuer project gave Tiger Woods and Lewis Hamilton a chance to communicate with each other, even though the scenes with Tiger were shot at his hotel in New York, and Lewis’s at the McLaren Technology Centre in Woking, England.

Tiger gave Lewis a signed golf pin flag as a good-luck charm; and after winning the Formula 1 World Championship, Lewis reciprocated by giving Tiger his winning China Grand Prix racing overall and wrote on it “From one World Champion to another, your friend Lewis Hamilton”.

“What I have always admired about TAG Heuer is how they have mastered every increment of time, from 1/10th to 1/100th to 1/1,000th to even 1/10,000th of second,” said Tiger, who recently renewed his long-term contract with TAG Heuer for another four years, and who will celebrate his 10th anniversary of partnership with the Swiss avant-garde brand in 2012. “And they are still looking for even more precision — whether on wristwatches or with timing systems. In this sense, we share the same philosophy and passion. When TAG Heuer approached me with the idea of this film and exhibition, I knew immediately it was the right thing to do. I do not see myself as a champion but as someone who has to work harder and harder to stay at my best.”

Lewis Hamilton, first scouted by TAG Heuer during his early karting days, is extremely proud to share the spotlight with his fellow ambassador Tiger Woods.

“Being compared to such a great champion represents a true honor. Tiger is a legend. He has set so many records and he just keeps on breaking them. In that sense, TAG Heuer is the Tiger Woods of watchmaking: they set records in mastering time and keep on innovating in the field. They never sit back on their laurels. They never rest!”

As for Lewis, winning the World Championship in 2008 is not so much a milestone as a stepping stone — leading him ever forward towards the next challenge.

TAG Heuer has set more than its share of milestones in the history of watchmaking, yet its designers and engineers in La Chaux-de-Fonds continue to challenge expectations and re-invent their craft. The chronographs Grand CARRERA Calibre 17 RS and the LINK Calibre S — respectively Lewis Hamilton’s and Tiger Woods’ favorite timepieces — are just the latest examples of this unparalleled lineage: an unbroken line of technological innovation dating back to 1860. (TAG Heuer press)