Tag Heuer’s Most Expensive Watch Yet Is Covered With Lab-Grown Diamonds

Shine on, you crazy diamond.

Tag Heuer is using its storied, motorsport-inspired Carrera platform to usher in the Swiss watchmaker’s most expensive wristwatch ever.

Reports of unofficial prices for the new Carrera Plasma range from $376,000 from Hypebeast to over $540,000 from Hodinkee—both are well above any other Tag Heuer MSRP.

It’s also one of Tag Heuer’s most innovative models to date, with over 9 carats of lab-grown diamonds set with within the 44mm black aluminum case and rhodium-plated dial. Combined with a decidedly extravagant 2.5-carat diamond crown at 3 o’clock, the Carrera Plasma’s total diamond weight tips the scales at 11.7 carats.

“Chemical vapor deposition (CVD) technology, which we refer to as ‘Diamant d’Avant-Garde’ at TAG Heuer, enables us to explore the versatility of carbon in the form of lab-grown diamonds – to create a stunning timepiece where diamonds are used in very unique shapes and textures,” Tag Heuer exec Edouard Mignon said of the lab-grown diamond process in a statement announcing the blinged-out timepiece.

“Lab-grown diamonds allow us to innovate and experiment with this exceptional material, and this opens up a new realm of possibilities for designers, watchmakers and engineers.”

Meanwhile, the diamond-set indices are made of white gold, while the rhodium hands, “Carrera” logo and “Tag Heuer” shield are rendered in black to pop against the blingy background and match the bezel.

The see-through black lacquer caseback shows pieces of the Tag Heuer 02 automatic chronograph movement, which is hand-finished for this special-edition and features an oscillating weight in the shape of the Tag shield. The Carrera Plasma comes with blacked out leather strap and clasp.

How many Tag Heuer Carrera Plasmas will be produced is unknown, but CEO Frederic Arnault told Hodinkee “more than one, less than a dozen.” The first examples will become available in April of 2022.