Born in (San Marino),

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TAG Heuer likes paradox. On the one hand the brand continues to move in leaps and bounds towards true watchmaking, while concurrently reinforcing its low-end quartz portfolio. They invest a lot in R&D, but the end-consumer mass market has not reaped the benefits of it (yet). They seemingly have the desire to reduce watchmaking to its most simplistic who sells the best watches, whilst concurrently they are responsible for some of the most significant advances in knowledge and efficiency of the last decade.