Worn & Wound
TAG Heuer Heritage Director Nicholas Biebuyck on the New Carreras, Formula One, and the Future of the Brand
It can be hard to love a heritage brand in its modern guise. The chasm between the demands of the modern world and the spirit that once defined a legacy brand is usually vast, and the need to progress and stay relevant typically outweighs any brand’s need to satisfy the enthusiasts and history buffs that love it. When it comes to TAG Heuer, however, there’s a different story being told–one that truly celebrates the brand’s history while seeking a seat at the table of the upper echelon of watchmaking. The man responsible for orchestrating that balancing act is Nicholas Biebuyck, TAG Heuer’s Heritage Director. While Biebuyck wears many hats within the TAG Heuer machine, he’s an enthusiast at his core. The man understands where the brand has been and what that history means to his fellow enthusiasts, but he also has his eyes firmly on the future. Biebuyck knows that for TAG Heuer to stand on the top step of the horological podium, it needs to innovate in every regard–including swinging for the fences with its halo products like the Monaco Split-Seconds Rattrapante. To that end, TAG Heuer has announced the release of several new Carrera models that vamp on their successful “Glass Box” design. These watches, unveiled at LVMH Watch Week, include a new Carrera Seafarer that picks up where the brand’s 2024 Hodinkee limited edition left off while nodding at a beloved, if somewhat obscure classic from the Heuer archive. These new releases continue to telegrap...