Time Squared

TAG Heuer Aquaracer - A Diver's Watch With Style

TAG Heuer's Aquaracer is one of the brand's most iconic timepieces, a watch that is both reliably stylish and sporty helping reinforce the brand’s credibility as a producer of high-quality timepieces tough enough to take a beating out in the wild. Toda... Read >

Longines Sports - Collection Overview

Longines as a brand is all about elegance – it doesn’t surrender to the cult of bling or the mania for mammoth-size timepieces – but that doesn’t mean it can’t go all sporty on us when the need arises. Indeed Longines, like so many of the more venerabl... Read >

TAG Heuer's Formula 1 Watch Collection

TAG Heuer has been locked into any number of sports and sporting events over its 150 years of active life, but motor racing is first among equals on that score and it is the Formula 1 world championship with which it is most closely identified. Some would... Read >

TAG Heuer Mens Carrera: COLLECTION OVERVIEW

TAG Heuer has a long association with sport and the brand’s near-obsession with accurate timekeeping has made it a natural for disciplines in which covering the distance as fast as possible is precisely the point. In the 1920s, the TAG Heuer brand was ... Read >

Time² Christmas Gift Guide - FASHION WATCHES

Time²'s expert fashion watch buyer Keira Payne-Gibbs talks about her top picks for Christmas. STATEMENT: MENS Michael Kors Jet Set Mens Watch Statement watches are perfect for the extrovert amongst you. If you're looking for that Christmas gift... Read >

Brand History: BCBG Max Azria

When Max Azria founded BCBG Max Azria a little over 20 years ago, he believed he had spotted a gap in the market. Why was it, he thought, that well-made, well-designed and consummately hip clothing should come only at a steepling price. BCBG would dare to... Read >

Armani Style a Watch Word for the Ages

There was a time when wearing Armani said just about everything there was to say about your taste, sophistication and, but of course, towering success. This was the ‘80s, after all, when the cost of a suit or an evening dress mattered. Come to think... Read >

TW Steel and Dario Franchitti Score Indy 500 Triumph

In the world of watch brand marketing, it is fair to say that it is all about the timing. Get it wrong and your image suffers correspondingly. Not only that, but you will have to suffer endless barbs about timing being, just maybe, not exactly your strong... Read >

Brand History: Hugo Boss

Hugo Boss is one of the fashion world's biggest names and among its most venerable. It opened for business in the town of Metzingen in far-off 1923, though the original Hugo was less interested in the double-breasted power suit than in boiler suits for wo... Read >

Burberry's New Breed

Emma Watson was a natural as the face of Burberry - the pale, ethereal look and flowing locks somehow chiming perfectly with the classic brand’s quintessentially English identity. The great buying public seemed to respond to her too; indeed, in her brief ... Read >

Citizen's Sustainable Past and Future

Any number of watch brands now make at least a nod towards eco-sustainability, but Citizen’s has been there considerably longer than most and has the props to match. Its “Eco-Drive" light-powered watches date all the way back to 1995. Fitted with a solar... Read >

Tag Heuer Look to the Future whilst Celebrating their Past

For any top watchmaker, a major anniversary is a time to look back through its history, relive its triumphs, reaffirm the values that got it this far, and yes, celebrate its survival in an increasingly competitive and cutthroat world. TAG Heuer's 150th bi... Read >

Diesel watches offer young hip and smart

It is hard to credit that Diesel has now been around for almost 40 years. Founded by Italian designer Renzo Rosso in faraway 1978, when punk was at its height and Margaret Thatcher only an aspiring Prime Minister, the Diesel brand has long been synonymous... Read >

Baume & Mercier Shows its Classima

There is something deeply and satisfyingly reassuring about seeing a classic watch brand do what it does best. At 180-year old Baume & Mercier, which is to classic what Bill Haley is to rock 'n roll, by virtue of age alone almost the 'ur'-brand, the Class... Read >