Basel 2011 - TAG Heuer To Unveil New Watch Live on Facebook!

"We’ve had the Apollo Project - a code name - under wraps for months," said Jean Christophe Babin, who will field questions at the end of the conference from Facebook fans and the Baselworld journalists in attendance. "It’s our most closely guarded secret ever. Now it’s time to take the lid off. Doing so live online gives us an opportunity for interaction with TAG Heuer watch owners, collectors and enthusiasts everywhere."

The conference starts at 6:45pm CET or 5.45 pm GMT on March 23.

If this year’s commercial launch of the TAG Heuer Carrera Mikrograph 1/100th — the first-ever mechanical chronograph to measure and display 1/100th of a second on a flying central hand — is to watchmaking what walking on the moon is to space history, then the top-secret Apollo Project is the equivalent of the first manned landing on Mars.

Founded in 1860, TAG Heuer has pioneered, mastered and dominated high-frequency timing and chronographs since 1916, the year Charles-August Heuer introduced the 1/100th Mikrograph stopwatch. With the Calibre 360 in 2005, TAG Heuer introduced the first-ever wrist mechanical chronograph measuring and displaying 1/100th of a second.

In January, TAG Heuer went one step further with the Carrera Mikrograph 1/100th of a second chronograph, the first-ever integrated wrist mechanical chronograph with a central hand displaying 1/100th of a second. This internally designed, patented and manufactured Masterpiece literally reinvents the mechanical chronograph as for the first time ever, a mechanical chronograph combines the ultimate accuracy together with the utmost readability.

The 'Apollo Project' is the latest milestone in TAG Heuer’s relentless drive towards total mastery of mechanical speed and precision.

Attention: Only TAG Heuer Facebook fans will get to view this press conference live and follow the brand as it makes history.

Become a TAG Heuer fan and participate directly in the question period with Jean Christophe Babin at the end of the conference.

See TAG Heuer watches for a range of styles.