SAVOIR FAIRE Everything You Need to Know About TH-Titanium, the Material at the Forefront of TAG Heuer’s Innovation

In the world of high-end watchmaking, every detail matters. But what if the material itself could tell a story? With the introduction of TH-Titanium, a texturized form of titanium stemming from a surface treatment developed in-house, TAG Heuer takes a bold leap forward in material innovation.

TH-Titanium is a new expression of material innovation, introduced by TAG Heuer in 2025. Developed by the TAG Heuer LAB, TH-Titanium is crafted from a specific type of titanium alloy known for its strength, corrosion resistance, and ability to store elastic energy. What sets it apart is the thermal process used to transform the metal at an atomic level, revealing its hidden structure. The result is a natural, irregular pattern that shifts with light, shaping a visual identity that feels elemental, singular, almost alive.

Unlike coated or fine-brushed finishes, the finish of TH-Titanium isn’t applied — it’s revealed. The TAG Heuer LAB has developed a series of specially designed thermal treatments, reorganizing the alloy’s atomic structure. Through this process, a faceted texture appears on the surface, shaped entirely by the intrinsic structure of the metal. It makes every timepiece visually distinct while preserving the titanium’s durability and lightness.

The goal was to create a radical new approach to material design — one that would push the boundaries of innovation and aesthetics simultaneously. For TAG Heuer, TH-Titanium showcases the Maison’s commitment to pushing boundaries, seeing beyond the conventional limitations of materials and exploring their dynamic potential.

Four years. The project was led by the TAG Heuer LAB, the Maison in-house innovation department based in La Chaux-de-Fonds. It brought together a team of experts and scientists across metallurgy, design, and engineering disciplines. The process required state-of-the-art equipment, a custom-built furnace, and thermal control systems to meet the strict aesthetic and structural standards set by TAG Heuer.

TH-Titanium’s surface is entirely unique to each watch. It reflects the alloy’s own character, captured at a moment of transformation and secured for lasting performance. No two cases are alike, each pattern reflects the alloy’s unique transformation. It’s a visual reminder that the material has undergone a fundamental change and that its natural expression prevails.

Yes. Because the pattern results from an atomic-level reorganization. Each case forms its own microstructure during thermal treatment. Much like a fingerprint, it cannot be replicated or mass-reproduced.

The titanium alloy used for TH-Titanium is typically reserved for aerospace components, turbine elements, and high-performance automotive parts — applications that demand strength, lightness, and durability. Compared to grade 5 titanium, TH-Titanium offers 30% higher mechanical strength and twice the capacity to store elastic energy, resulting in enhanced structural performance. It is also significantly lighter than stainless steel or gold, offering maximum comfort, and it resists corrosion.

The TAG Heuer Monaco Split-Seconds Chronograph is the first timepiece to debut this material. Both a technical showcase and a design statement, it pairs high complication with high innovation. In this model, the TH-Titanium case works in harmony with sapphire crystal and the ultra-light Calibre TH81-00, embodying transparency, complexity, and performance.

More than a new material, it marks a philosophy. One where the boundary between engineering and aesthetics disappears. TH-Titanium is all about letting the material speak for itself. It represents the Maison’s refusal to accept matter as static, reimagining it instead as alive, reactive, and expressive — a perfect embodiment of TAG Heuer’s avant-garde DNA.