Forever Watches — Cheap Replica TAG Heuer UK showcases its Manufacture and the artisans who work there through the lens of photographer Fred Merz.
TAG Heuer Replica Watches has commissioned artist and photographer Fred Merz to produce a series of images that capture the brand’s identity, pay tribute to the craftsmen who work there, and showcase the technology used to producing the masterful timepieces that have forged the brand’s reputation.
38-year-old Fred Merz is based in Geneva and graduated from the School of Photography in Vevey, Switzerland. His work, particularly his portraiture, is regularly featured in the Swiss and international press. Fred Merz casts an aesthetic gaze over the world and stages his subjects with an acute perception of the power of lighting, giving his photographs a distinctively cinematic composition.
Taking its cue from Hublot, whose brand ambassadors Mr Merz photographed ahead of the FIFA World Cup in Brazil, TAG Heuer gave the photographer a specific commission: to capture the identity of the brand through a series of intramural snapshots. These are not glossy pictures of perfectly posed fake watches for sale; they tell the story of the Manufacture and its artisans through its tools, and how they are used in the workshop.
The TAG Heuer Manufacture is spread over four sites, each with its specific area of expertise. At the company headquarters in La Chaux-de-Fonds, in the canton of Neuchâtel, the 1887 calibre is assembled, movements are cased up and straps are fitted. Tramelan, in the canton of Bern, is home to Artecad, where TAG Heuer’s dials are made. Then there is Cornol, in the Jura canton, where a company called Cortech produces the watch cases. Finally, Chevenez, a farming village in the Jura, has welcomed TAG Heuer’s newest manufacture, dedicated to producing the new 1969 calibre.
Fred Merz has exercised his unique talent for painting with light in each of these locations, capturing the very essence of TAG Heuer as a brand redefining the future through its timepieces.