A METAMORPHOSIS OF 

DIAMOND

TAG HEUER PARTNERS WITH CAPSOUL:
INTRODUCING THE FIRST EVER DIAMOND CROWN

TAG Heuer has joined forces with CAPSOUL to craft a revolutionary piece: a spectacular watch crown, entirely grown and executed in lab-grown Diamond. The crown, a striking 2.5 carat diamond, was created for TAG Heuer’s exquisite TAG Heuer Carrera Plasma watch. This is the first time that Diamond is used as a raw-material in the design of a luxury piece rather than set as a decorative element, and the most expensive timepiece ever sold by TAG.

CAPSOUL is a startup pioneering the field of Diamond Design, developing technologies through the creative exploration of Diamond. They were approached by TAG Heuer to create a never-before-seen piece in this spirit.

CAPSOUL IS A STARTUP PIONEERING THE FIELD OF DIAMOND DESIGN, PRESENTING A NEW CATEGORY OF LUXURY PRODUCTS.

DIAMOND DEVELOPMENTS

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Polycrystalline diamond — the rough, dark diamond phase that appears during the lab growth process — is deemed inutile by the traditional diamond world. Lab-grown diamond producers typically cut it off and toss it.

At CAPSOUL however, we find beauty and inspiration in it; We have developed a way to control the Polycrystalline growth (or as we lovingly call it - Poly), combining it with the clear single-crystal diamond phase, in a one-piece, as grown, creation. 

"In the old world, Diamond appeared in a single way: a finite stone. 
We call for new dimensions of Diamond: an infinite raw material bringing forth an entirely new knowhow — a new artistic expression." 

CAPSOUL MANIFESTO

THE WORLD NEEDS A F**KING RAINBOW

A PHOTOGRAPHY SERIES BY YAELI GABRIELY,

INSPIRED BY THE CAPSOUL MANIFESTO

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"We are the outlaws. We are here to defy the old limitations, to discover new horizons. We are here to play."