In 2007, Hamilton helped give a new function to the TAG Heuer Caliber S, a lap timer capable of timing up to 20 laps to within 1/100th of a second and displaying best lap times. The caliber, equipped with a hybrid electro-mechanical movement, now powers the TAG Heuer SLR Caliber S and the brand-new Carrera Caliber S.

In 2007, when Raikkonen joined Ferrari, TAG Heuer reconfirmed its long-time commitment to the Finnish driver by inviting him to take part in the development of a signature watch and eyewear series. Raikkonen spent over a year with brand engineers developing a new line of sunglasses called Speedway, and a chronograph celebrating his world championship title: the TAG Heuer Formula 1 Kimi Raikkonen, in a limited edition of 10,000.

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