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A Sensual Step: TAG Heuer Link Lady Watch

  By AINDRILA MITRA, TIME N STYLE   Jul 19th 2012 at 6:00AM Watches RATED

Giorgio Sarne

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Giorgio Sarne, General Manager, TAG Heuer speaks to Time 'n Style about one of Tag Heuer's biggest steps till date.

Aindrila Mitra, Time n Style

What are adjectives you would use to define the Link Lady?

Giorgio Sarne

It's sexy and sensual.

Aindrila Mitra, Time n Style

Why did the brand choose Cameron Diaz as the brand ambassador?

Giorgio Sarne

She shares the same values as our brand. She's beautiful who enjoys life and at the same time, she's serious and professional about her work. So on the one hand, the brand is beautiful and artistic, and on the other side, we are very professional, precise and we work a lot. And we see all these qualities in Cameron. She's very articulate and an astute businesswoman and she's strong. We believe that women should be equally treated as men and Cameron was very interested in our products.

Aindrila Mitra, Time n Style

Which is your favourite watch from Basel 2012?

Giorgio Sarne

We have a strong collection with the Link series and I really like it because it's elegant, pure and beautiful.

Aindrila Mitra, Time n Style

What are the trends in watches for 2012?

Giorgio Sarne

You see a lot of elegant products. People want something stable in the midst of crisis. You don't want to just make a fashion statement, you want something that will last. It needs to exude contemporary elegance.

Aindrila Mitra, Time n Style

What does the brand mean to you?

Giorgio Sarne

For me, it's important to preserve the heritage. Also, the Link series is for women. It's a big step for us since we are more of a masculine brand and now we are entering the women's segment.

Aindrila Mitra, Time n Style

Is there any particular reason?

Giorgio Sarne

It's a part of life, when you grow…

Aindrila Mitra, Time n Style

How has 2011 been for the brand?

Giorgio Sarne

The brand has been performing very well and there were challenges, but we are trying to bring in new things, which is an evolution. Last year was a successful and excellent year for us. We want to be successful, professional and produce good pieces.

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