Whether you can speak the entire encyclopaedia of watch terms (it’s a hefty one), or your collection never made it beyond a FlikFlak, I’m going to bet on the fact that you’ve heard of TAG Heuer. Perhaps stickered to a Formula 1 car? A sign at the airport? On Ken’s wrist last year? The sacred totem between Anne Hathaway and Nicolas Galitzine? Whichever way, I’m certain TAG Heuer has been in your orbit at some point, subconsciously or otherwise.

TAG Heuer was one of the first names I’d ever heard of when it came to knowing watch brands, far before I knew that Rolex ever existed. My Dad donned a huge silver entity on his wrist throughout my childhood, which I would later add to my own wrist. It was boxy, square and the opposite of what I thought a watch was supposed to be: round. With age, and in prizing off my Dad’s wrist, I learned its name: the Monaco.

If you know anything about TAG Heuer, or can spot a model, you’ll recognise the core models people associate with the brand’s greatness are, of course, the Monaco, F1, or the Carrera. Automotively inspired, these metaphorical machines have become the poster boys of the Swiss Maison. But it’s high time the Aquaracer earned its moment in the spotlight.

The clues in the name, there’s no tarmac theme attached to this model. Rather, it’s a deviation from the brand’s rich history with racing, and inspires those in pursuit of precision in the water. Much was the same for the Brazilian big wave surfer, Maya Gabeira, on learning how TAG Heuer came out. “I knew it well mostly because of Senna,” smiles the surfer, who now resides as one of the brand’s ambassadors. “He was an inspiration, especially because he was Brazilian. “But also, I’d heard of TAG Heuer from travelling so much and seeing their name at airports.”

Gabeira has always surfed with a watch, something that might seen a little odd at first. When you picture dexterous athletes mounting colossal waves, where do they find the respite to look down at their wrist? “It’s actually really helpful to wear one,” she assures. “To know how long you’ve been in the water, the change in tide, how long until the wind picks up. How long in between waves. But I never knew you could wear a nice watch while surfing.” For every average wave that she surfs between 40-60 seconds, she glances at her watch every fifteen minutes. How’s that for saying watches are redundant in the modern age?

A testimonee of TAG Heuer’s updated Aquaracer for 2024, the model slims down a millimetre (because every millimetre equate to a mile when it comes to watches) coming in 42mm, with an updated movement, a more robust crown, maximum legibility and a rippling tidal effect on the dial that brings you closer to the water, even when on shore. “It’s sporty, it’s robust, and it’s built to be worn everyday,” shares TAG Heuer’s CEO, Julien Tornare. “You can even take it skiing, because technically, that’s frozen water. It’s probably one of the best value for money watches you can get on the market right now,” offers Tornare. “To get a high end, Swiss made watch of quality, there aren’t many in that segment. We look back to our vintage models a lot, but the hope is with this watch, that one day, people will refer to the year 2024 as the year of the new Aquaracer, and look at what we got right.”

More than its financial value, the Aquaracer will long serve as a reminder for Gabeira her overcoming a difficult journey of resilience.. “I started surfing late when I was 14 after giving up on dancing. I didn’t feel like a natural. I didn’t have the paddling or the power in my muscles. But there was something about the water and growing up with it.” Intrigue turned to obsession and Gabeira began surfing everyday. “It was right from the first day, really. It was the first time I couldn’t see myself doing anything else. Everything else became very difficult in my life. Surfing, while complex, became that easy thing to enjoy, going barefoot out onto the beach. All of my energy was being directed there.” Now, the first woman to conquer the Alaskan sea, while making a remarkable comeback from a major surfing incident in 2014, Gabeira holds the women’s world-record for surfing a 22.4 metre wave, a record she had to fight for to earn for female surfing accomplishments.

Up until now, perhaps the Aquaracer wasn’t at the top of your grail list for your first Swiss Made watch, but if the stories behind those using the watch are anything to go by, it’s a model in the TAG Heuer catalogue that deserves an applause just as much as its counterparts. And sure, small updates to a strong model often get a lot of critique. ‘What’s new? It’s the same old story’ are the typical parlance. But if these modifications show us anything, it’s an indication of an industry built of centuries of tradition staying healthy and responding to demands of the modern day consumer. So don’t disregard the Aquaracer from your wish list. Know that this watch is a fearless companion that’ll guide you through the everyday, whether you’re battling waves bigger than your house, or simply dipping your toes in the pool. Maya might be the Queen of the Waves, but rest assured, the TAG Heuer Aquaracer is an icon on the water.