TAG Heuer has long been associated with motorsport, precision timing and professional sports watches, but the brand's history also includes some wonderfully unconventional designs.

Following the formation of TAG Heuer in 1985, the company continued to develop its reputation for innovative sports watches while introducing collections that explored a more contemporary, fashion-conscious approach to watchmaking.

The Alter Ego collection emerged during this period of experimentation, offering a distinctly different interpretation of the traditional ladies' wristwatch.

Rather than relying on a conventional round case with separate lugs, the Alter Ego featured a sculptural stainless steel design in which the case and bracelet appeared to flow together as one continuous piece.

Its broad, polished case, compact circular dial and distinctive bracelet links gave the collection an almost jewellery-like appearance, while retaining the practical benefits of Swiss quartz technology.

The collection was particularly well suited to the tastes of the late 1990s and early 2000s, when bold metal bracelets and contemporary watch designs were increasingly popular.

Today, the Alter Ego offers an interesting alternative to TAG Heuer's better-known sports models, representing a period when the brand was prepared to take a rather different approach to design.

What's on Offer

If you're familiar with TAG Heuer's Formula 1, Aquaracer and Carrera collections, this delightful little Alter Ego might come as something of a surprise.

And that's precisely what makes it so appealing.

Dating to approximately 2000, this TAG Heuer Alter Ego Ladies Quartz, Reference WP1312, is a wonderfully distinctive example of the brand's more adventurous design work.

The first thing you'll notice is the case. Rather than the traditional arrangement of a round watch head and separate bracelet, the Alter Ego has a beautifully sculpted stainless steel body that flows almost seamlessly into its integrated bracelet.

Measuring 29mm across and 34mm from top to bottom, the case has a compact, feminine profile, although its broad polished surfaces give it considerably more presence than its dimensions might suggest.

The case has a distinctive curved silhouette, with gently tapering sides and a softly rounded central opening that frames the dial. Its polished and brushed finishes catch the light beautifully, emphasising the unusual shape.

And then there's that dial.

Finished in an attractive blue-grey mother-of-pearl, it has a lovely depth of colour, shifting subtly between smoky blue, grey and violet tones depending on the angle of the light.

Mother-of-pearl is particularly effective on a watch like this, adding an element of softness and natural variation to the otherwise architectural stainless steel design.

The dial itself is beautifully minimalist, featuring the TAG Heuer name and emblem beneath 12 o'clock, slim black hands and a central seconds hand.

Rather than conventional applied hour markers, the surrounding silver-tone chapter ring incorporates bold recessed hour divisions, creating an attractive contrast with the darker mother-of-pearl centre.

It's a clever design that manages to be both understated and unmistakably different.

Another particularly interesting detail is the crown, positioned diagonally at approximately 4 o'clock rather than in the conventional 3 o'clock position. This allows it to sit neatly within the flowing shape of the case without interrupting the overall design.

Protecting the dial is a sapphire crystal, graded excellent, while the dial itself is also in excellent condition.

Inside is the seven-jewel TAG Heuer quartz movement based on the ETA 956.112, providing accurate, reliable timekeeping without the need for manual winding.

The movement has been serviced, according to the accompanying condition report.

The watch is fitted to its distinctive integrated stainless steel bracelet, which is an important part of the Alter Ego's overall appearance.

Its broad, articulated links feature an unusual angular design, with central chevron-like detailing that continues the sculptural theme of the case. The bracelet is graded very good and is currently sized to fit a wrist of approximately 16.5cm.

The case itself is graded excellent, the bezel very good, and the overall watch is in excellent condition.

There's also a particularly welcome addition with this example: its original TAG Heuer presentation box and paperwork.

The accompanying documentation records its purchase from Ernest Jones on 29 April 2000, giving the watch a useful point of provenance and confirming its retail history.

For anyone who appreciates the more unusual side of Swiss watchmaking, this Alter Ego is a lovely find.

It's elegant without being conventional, contemporary in appearance despite being more than 25 years old, and unmistakably a product of its era.

A beautifully distinctive TAG Heuer that offers something rather different from the usual sports-watch fare.

Condition Report:

Crystal: Excellent

Dial: Excellent

Bezel: Very Good

Case: Excellent

Bracelet: Very Good

Movement: Serviced/Quartz

Overall: Excellent