Magalogue

For TAG Heuer, we set out to reinvent one of watchmaking’s most traditional publishing formats: the product catalogue.

The brand previously produced two separate publications: The Edge, its editorial magazine, and an annual catalogue dedicated to its watches. We brought both together in a new hybrid format: the Magalogue, combining editorial storytelling with the precision and functionality of a catalogue.

Its double-entry construction creates two complementary reading experiences within one physical object. The magazine explores TAG Heuer through recurring editorial territories spanning watchmaking heritage, innovation, design, motorsport and cultural personalities; the catalogue turns product discovery into a clear yet highly visual experience.

Bold typography, unexpected layouts, shifts in reading direction and strong imagery create a distinctive visual rhythm throughout. The project brings together L’Amour’s creative direction and its in-house production expertise, making editorial design and physical manufacturing part of the same creative process.

Published in six languages and nearly 100,000 copies worldwide, the Magalogue is now in its third edition and has become an annual TAG Heuer publication: not simply a sales tool, but a lasting editorial platform for the Maison.