The Link is one of the most important TAG Heuer series, having been a critical part of the TAG Heuer collection since 1987 when it was launched as the S/el. When the watch was revamped in 1999, it was decided to change the name of the S/el, with the new name “Link” chosen to reflect the watch’s defining characteristic- the distinctive “double S” shaped links in the bracelet. Despite the change in name, the positioning of the watch remained consistent: “Sports Elegance”, which is where the “S/el” originally got its name.
In the first 20 years of the models life more than 2 million Links and S/els were sold, making it one of the most iconic watch series from any brand and at the time the most important TAG Heuer series- remember that back in 1999 the Carrera was a low volume retro novelty rather than a full-scale range.
Yet by 2013/14 it appeared as though there was no longer a place for the Link in the TAG Heuer line-up. The Carrera had expanded into the Link’s sophisticated-yet-sporty sphere, and other models such as the Grand Carrera were also crowding out that space. There had been few new Link models since 2011 and no sign of any impending redesign.
The revival of the Link quietly began in 2016 when TAG Heuer decided to launch a new women’s series featuring an entirely new case. Even then there wasn’t enough confidence in the new range for it to be a global launch, with the 2016 Link Lady only launched in a few markets.