Interesting post, and I agree Mark that it is good TAG-Heuer develop their watchmaking expertise and innovation, but...

....it is a shame for me that TAG just get sucked in with all the other current chronograph makers to the "more is more" school, and the watch is a busy collision of different materials and finishes and lots of decorative effects with no particular functional reason. TAG Heuer are no worse (or no better) than everyone else today, be it Omega, Zenith, Hublot, Audemars Piaget, etc. It would have been a bold choice to make a very high end watch but with a purely functional design (i.e.: like an early carrera or autavia).

I guess the watchmaking marketing departments know a lot more than I do, and the excess of irrelevant details is what people want. They are probably right, as anyway I don't buy modern watches...