Tag Heuer Limited Edition Watch for UK Policing

This is the first time that a high end Swiss watch maker has done something like this for the Police Service.

It is called ‘Thin Blue Line’ and has been released by Tag Heuer to recognise the very significant contribution made to public service by those in policing.

It will only available in this country and only through a single jeweler that Tag have partnered with for this project: Andrew Michaels (AMJ) Jewelers of Newark.



Only those who currently serve or those that have served as officers, police staff or volunteers in England, Wales, Scotland or Northern Ireland are eligible to purchase the watch and appropriate validation checks will be made.

The gents watch is priced at £2000 and the ladies watch at £1850 and a range of flexible payment options exist including 0% finance (works out at £37.50 per month over 4 years for the gents watch).

Pre-registration of interest prior to the purchasing portal being opened can be made either through the shop itself or via the following link. It is open now. The link will also take to a video where the features of the watch can be seen in greater detail.


Pre-registration brings with it the benefit of being able to request a particular serial number in the series. Additionally, all of those that pre-register and then go on to order will be entered into a prize draw where Tag memorabilia will be given as prizes.

The watch will be limited, in that it will only be available for a period of three months and then never produced again. As such the serial number will reflect where in the process the order was placed coupled with the total number of watches ordered. So, order number 328 of a total of 2350 watches ordered will have a serial number 328/2350.

£25 from the sale of each and every watch will be donated to one of two policing charities – Care of Police Survivors (CoPS) and the Police Arboretum Memorial

Key features of the watch are as follows:

  • 999 – Exaggerating and highlighting the 9 0’clock position on the watch face, this represents the emergency nature of the Police Service.
  • The Thin Blue Line – This familiar term routinely used when referring to the Police Service has been adopted as the title for this unique watch. It characterizes the stretched nature of the service and the very significant demand placed on policing.
  • Serving Communities Since 1829 – This marks the establishment of the first full time, professional and centrally coordinated Police Service by the then Home Secretary Sir Robert Peel.
  • Blue Second Hand – This represents the perpetual and active nature of policing, operating in communities every second of every day.
  • Blue stitching on leather strap – further emphasising the Thin Blue Line.
  • The Tag Heuer emblem etched onto the inside of the glass in the case back – This sits within the traditional star, seen as a common feature of most modern custodian police helmets. This further demonstrates Tag Heuer’s very highest regard for those working for the British Police Service.
  • Fairness, Integrity, Diligence and Impartiality – Taken from The Police Attestation, these are the four principle values that describe the manner in which officers commit to discharge their policing duties, when taking the oath to uphold the law

In addition to  the above, watches will  come with the option of having the individual’s name, rank and police force engraved on the rear. There is a limit of two watches per person.

The Thin Blue Line FAQ