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At last, the moment has come to proudly unveil:
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. Sold for $380K a piece, it is the most expensive timepiece ever created by TAG, with its limited edition sold out immidiately, amid stellar media success.

CAPSOUL is a startup pioneering the field of Diamond Design, developing technologies through the creative exploration of Diamond. Rather than imitating natural diamonds, CAPSOUL sees it as a new raw material bearing new values. They were approached by TAG Heuer to create a never-before-seen piece in this spirit.

In the current cultural ethos, a polished diamond represents the very definition of Perfection. A frozen fragment of eternity. It is therefore symbolic that CAPSOUL’s first project to see the light of day is a timepiece: the ultimate object that reminds us how momentary and fleeting life is. Everything is changing. times are changing too.

CAPSOUL is presenting the new era of Diamond.