Typography for TAG Heuer Carrera Chronograph
A watchmaker's commission scoped to a single glyph range: numerals only
TAG Heuer commissioned Optimo to create a bespoke numeral set derived from Optimo's existing Apax typeface, originally designed by François Rappo. The geometric architecture of Apax's figures was adjusted to foreground speed, sharpness, and precision—qualities central to TAG Heuer's brand identity. The resulting custom numerals are deployed on TAG Heuer's website and online shop.
Set in Apax TAG Heuer
Insights
- The commission was specifically scoped to a custom numeral set, not a full typeface—Apax's letterforms were left unaltered.
- Adjustments targeted the figures' existing geometric architecture to amplify qualities of speed and sharpness.
- The custom numerals are used in production on TAG Heuer's website and online shop.
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