Tag Heuer Introduces Its Most Expensive Watch to Date, the Camera Plasma

Adding to its long legacy of luxury timepieces, Tag Heuer is introducing its most expensive watch commercialized to date, the Camera Plasma, which retails for approximately $376,000. The luxury watch manufacturer was established in 1860 in the Jura Mountains of Switzerland, and 160 years later still sets out to find new ways to lead in the industry. However, in its latest chapter, followers of the beautifully crafted products will be happy to see they embarked on a new sector: lab-grown diamonds.

The Tag Heuer Camera Plasma set with 48 lab-grown diamonds (at a total of 12 karats) launches today. While this marks a major step in the company’s evolution, it also shows the changing industry. Quality is combined with innovation. The lab-grown diamonds, or "Diamant d’Avant-Garde" as it is referred to at Tag Heuer, are developed with chemical vapor deposition technology.

Edouard Mignon, Chief Innovation Officer at Tag Heuer and LVMH Watches and Jewelry Division, offered his own comment on how lab-grown diamonds are a true game-changer. "Lab-grown diamonds allow us to innovate and experiment with these exceptional materials."

Evidently, lab-grown diamonds may be the future of the luxury jewelry and accessory industry. They are admired for their lack of impurities that are often found in mined diamonds. And for those who question their quality, lab-grown diamonds carry the same beauty and chemical properties. 

Taking one of their classic products: the Tag Heuer Camera, the luxury watch company set diamonds into the 44mm watch case made of high-quality aluminum for the Plasma product. The avant-garde watch has a special black ceramic bezel to elevate the elegance of the watch. Tag Heuer teamed up with Capsoul, an innovative diamond designing brand in the industry, to raise the sophisticated piece with a completely diamond crown on the three hand.