It also helps that Ashford.com has retreated from the heavy discounting--up to 35% off retail, say, for a TAG Heuer watch--of its early days.

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David Chalmers (DC) : I am a long-time vintage Heuer and TAG Heuer collector who started Calibre 11 in mid- 2009.

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We were now all moving away from rubber and plastic straps and into full-on stainless-steel wristbands to match the TAG Heuer casings.

WSJ: The March of Time

The next great watch phase came when a new TAG Heuer series was launched in the mid-1980s.

WSJ: The March of Time

She signed new deals with Canon, Colgate-Palmolive, Motorola, PepsiCo and Tag Heuer in the months that followed her Wimbledon win (her existing deals with Nike and Price were also bumped up).

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Once the website became more widely read, I was able to get in touch with TAG Heuer about getting access to newer watches to review- and things went from there.

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My first love is Formula 1 racing, and when I started watching Ayrton Senna in his McLaren-Honda in 1988, the team and Senna himself were sponsored by TAG Heuer.

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