For some people, a Tag Heuer watch is a Tag Heuer — bought as is, many of the designs in the shop represent the end result of sometimes decades or even generations of relentless tweaking, refining and fine-tuning. For others, the watch they buy either new from the web site or an example from a pre-owned shop acts as merely a starting point; a blank canvas onto which they will add their own unique character. Personalizing Tag Heuer watch is sometimes seen as the ultimate statement, a way to separate yourself even further from an already somewhat exclusive crowd.
Personaliztaion can be done in a number of ways, some more extreme than others. It can be swapping a metal bracelet for a leather or rubber strap has a massive effect on the overall aesthetic of a watch. It can be swapping a standart screen for a carbon fiber display.