THE WATCHES OF SWITZERLAND GROUP PRESENTS
SHUTO

FEATURING TAG HEUER

Naito Engineering is a well-guarded secret and mythic haven in Tokyo, specializing in classic car restoration and race preparation. At the helm of this automotive sanctuary is patriarch Masao Naito, a man with a personal history rooted in the 1970s, when he tore through European tracks driving now-venerated racing cars, including the iconic Lotus 11 and an ex-Jim Clark Lotus 18. Fast forward to today, Naito-san continues his legacy with a passion for expertly restoring and race-prepping classic cars – a craft he’s honed and perfected for generations – with members of his family, including his sons So and Kei.

Clad in a white T-shirt, work boots, and flowing hair, his son So looks more like a hands-on mechanic rather than a master of automotive artistry. The iconic TAG Heuer Carrera 60th Anniversary model aligns nicely with his persona, weaving a narrative long rooted in auto racing history. This limited-edition Carrera Chronograph, restricted to 600 pieces, pays homage to the iconic Carrera Reference 2447 SN from the late 1960s. Much like Naito’s unassuming exterior, this TAG Heuer creation carries a subtle elegance, resonating with the essence of a bygone era while embracing the spirit of contemporary mechanics.

Watch The Film

Inspired by the sport of motor racing, TAG Heuer embraces daring and bold ideas, pushing the boundaries and disregarding conventions. The brand’s legacy is built on overcoming technological constraints to create innovative timepieces with unparalleled precision. Rooted in motor-racing DNA, TAG Heuer's core values include teamwork, mental resilience, courage, and ambition, shaping a legacy at the intersection of pioneering spirit and horological excellence.

Carrera Chronograph

Covered by domed sapphire crystal, the black brushed dial characterises this timepiece with silver-plated hands and three sub-dials, in the signature reverse Tricompax layout, presented in a tapered 39mm steel case paired with a luxurious black leather strap.

$6,450

Shop The Watch

Carrera Chronosprint X Porsche Special Edition

Two icons fuse into one: honouring 60 years of the TAG Heuer Carrera and the iconic Porsche 911 this unique TAG Heuer Carrera showcases its one-of-a-kind Calibre TH20-08 movement, emulating the time it took the first 911 model to reach 100km/h.

$9,200

Shop The Watch

MYTHIC HAVEN FOR AUTOMOTIVE ENTHUSIASTS

At a glance, an unassuming showroom nestled on a main street in Tokyo with a discreet glass frontage hardly differs from your typical garage. No sign or contact details are displayed – a deliberate move by Naito Engineering. It’s a legendary family business, a revered insider destination in the auto world, a mythic Japan-based haven for automotive enthusiasts, and a well-guarded secret in classic car restoration and race preparation.

"Naito Engineering is an auto body shop that my grandfather started in 1952. Currently, my father, my brother, the chief mechanic who has been with the company for 50 years, and I work together to repair and restore automobiles. From engine repair to sheet metal to painting, we do everything from 1 to 100 ourselves."
– So Naito, Naito Engineering

So Naito photographed at the family business, Naito Engineering, in Tokyo, Japan.

TAG HEUER CARRERA CHRONOGRAPH

Born on the racetracks in 1963, the Carrera collection embraces the spirit of endurance and outstanding performance. Designed for professional drivers, yet with an elegant sense of style, the collection pays tribute to the infamous Carrera Panamericana race.

Shop The Watch

PRECISION AND AURA

What sets Naito Engineering apart is the diligent and meticulous approach with which they handle classic automotive rarities and the aura of exclusivity surrounding them. The painstaking precision with which they handle classic cars unfolds in a showroom accessible only by appointment and adds an air of mystery, elevating each visit into a rare and privileged experience.

"This approach has been followed for 71 years, from my grandfather's generation to the present. Naito Engineering's commitment is to restore cars passionately built by the hands of our predecessors to their original condition. Of course, a car is a machine, so worn parts and other items need to be changed, but originality remains."
– So Naito, Naito Engineering

So Naito photographed at the family business, Naito Engineering, in Tokyo, Japan.

TAG HEUER CARRERA CHRONOSPRINT X PORSCHE SPECIAL EDITION

Paying tribute to the birth of the TAG Heuer Carrera and the mythical Porsche 911, this classic TAG Heuer Carrera epitomises the passion for racing shared by both icons. A confident watch, fusing prestige and ambitious innovation is back on the race track with a signature design, built for speed.

Shop The Watch

LEGACY ROOTED IN RACING HISTORY

So Naito defies the stereotypes of a wealthy collector, exuding a hands-on mechanic persona clad in a white T-shirt and work boots. In a world where silence speaks volumes, Naito lets the roar of engines tell a story that transcends time and captures the essence of the ultimate automotive passion.

"Driving at night is the only peaceful time to forget my busy daily life. I grip the steering wheel and step on the gas pedal, only listening to the sound of the engine. For me, this moment is Zen, a time of meditation."
– So Naito, Naito Engineering

So Naito photographed at the family business, Naito Engineering, in Tokyo, Japan.

ExploreTAG HEUER

With a storied heritage dating back to 1860, TAG Heuer has consistently challenged the boundaries of watchmaking and is renowned for its avant-garde designs and cutting-edge technology. Embracing the spirit of motorsports and adventure, TAG Heuer has created legendary timepieces, becoming synonymous with high-performance chronographs.

Uncover TAG Heuer's enduring legacy through a range of daring watches that are a testament to precision, heritage and pushing the boundaries of technology.

Shop TAG Heuer

SHUTOFeaturing TAG Heuer

Naito Engineering emerges as an enigmatic sanctuary for automotive enthusiasts, shrouded in secrecy on a Tokyo main street. With an unassuming façade devoid of signage or contact details, the family-owned establishment, led by the fatherly Naito-san with his sons So and Kei, specializes in the meticulous restoration and race preparation of classic cars. Beyond automotive craftsmanship, the narrative extends to the iconic TAG Heuer Carrera 60th Anniversary model, a limited-edition chronograph paying homage to auto racing. This blend of heritage and contemporary artistry mirrors Naito's unassuming exterior, creating a story that transcends time within the compelling world of Naito Engineering.

Established in 1860, TAG Heuer pioneers watchmaking with avant-garde designs and cutting-edge technology. Famed for high-performance chronographs inspired by motorsports and adventure, TAG Heuer continues to captivate by blending traditional craftsmanship with contemporary aesthetics and setting new standards in the watch industry.

ABOUT THE CAMPAIGN
ANYTIME. ANYWHERE.

BY THE WATCHES OF SWITZERLAND GROUP

Embark on an international journey into the lives of our vibrant collectors, where the luxury of time reflects a well-lived life, with our groundbreaking advertising campaign that melds the world of horology with culture, travel, cuisine, fashion, music, and more.

This daring initiative takes you on an immersive expedition, exploring the chronicles of our energetic enthusiasts, where time gets expressed in personal and inspiring ways; a true testament to the intersection of horology and culture, a journey that transcends time itself.

Join us as we venture on this global odyssey discovering the narratives of our pioneering muses, where timepiece brands bring passions to life.

So Naito & Naito Engineering are not affiliated with The Watches of Switzerland Group or TAG Heuer