Originally founded by Edouard Heuer in 1860, TAG Heuer today has grown to be one of the largest affordable Swiss watch brands. It gained international acclaim in the mid-20th century for its auto-inspired collections, such as the Autavia chronograph and later, the Carrera, the brainchild of Jack Heuer. Today, owned by the LVMH Group, TAG Heuer’s most beloved collections include these two, as well as the famed TV-screen, shaped Monaco, the Formula 1, Aquaracer, and Link lines. It also has one of the most cutting-edge Connected watch collections.
Tag Heuer’s history began in 1860 with Edouard Heuer when he opened his first watchmaking shop at the age of 20 in Saint-Imier, Switzerland. He relied on two strong foundations: family leadership and technology innovations producing predominately pocket watches in silver.
In 1869, Heuer acquired his first patent, which changed watchmaking, with a crown-operated and keyless winding system. With the expansion of sporting competitions in the 1880s, the company manufactured Tag Heuer chronographs for greyhound racing, horse racing, and other sportspeople. The second patent, called the perfect chronograph, came in 1887. It would start and stop automatically with a push of one button.
Turning into the 20th century, remarkable innovations in industrial production, transportation, science, and medicine pushed for more precise timing. Heuer designed an instrument (Time of Trip) for the dashboards to be used on the new generation of vehicles in 1911.
Heuer introduced the “Autavia,” a dashboard timer that met the most stringent AUTomotive and AVIAtion requirements in 1933. Two years later, Heuer introduced the Flieger, also known as a pilot’s two-register chronograph, with a chrome-plated case. Heuer pushed the brand to higher limits and soon after introduced a three-register chronograph with calendar functions. Historically, the Heuer name had not been visible on the dial of the watches they produced. As of 1940, this changed, and you could find the Heuer name on every dial.
This period marked a new era for Heuer. Jack Heuer became the fourth generation to manage the family company. He took the decision to leave behind traditional wristwatches in favor of wrist chronographs. His innovative designs for legendary stopwatches and dashboard timers dominated the rally world.
Heuer unveiled the world’s first automatic Heuer chronograph in 1969 with its Calibre 11. The Autavia, the Monaco, and the Heuer Carrera were introduced in Geneva and New York, with the new caliber. During this period, Heuer shifted from the classic black and white of the 1960s to the bold colors and unusual shapes of the 1970s.
Techniques d’Avant-Garde (TAG) business group purchased Heuer in 1985, resulting in a significant historical shift and, of course, the name change to TAG Heuer. TAG Heuer shifted from a brand associated with mechanical chronographs to designing and producing watches for the 21st century under TAG Group’s ownership. You will still find watch models produced in the 1980s in TAG Heuer’s collection today. In 1999, the French luxury group LVMH Moet Hennessy Louis Vuitton purchased TAG Heuer and brought back Jack Heuer as their Honorary Chairman.
To start the 21st century with style, Heuer developed their Tag Heuer watches with entirely new approaches and movements. These innovations offered a record-breaking precision and styled to reflect their avant-garde technologies.
TAG Heuer’s uses its rich portfolio of historic watches, integrating modern technologies, and developing new models for every taste. This leading-edge know-how gave birth to their first smartwatch, the TAG Heuer Connected, in 2015. By 2017 The Connected Modular series allowed the wearer to switch between a smartwatch or an automatic watch on the same strap. These historical watches continue to connect Tag Heuer’s past and future inventions.
This collection consists of iconic sports watches designed for professional drivers and sports car enthusiasts. TAG Heuer Carrera comes as a standard-bearer of the company’s spirit and an elegant watch that shows your drive. Their parallel and lengthened lugs radiate a solid feel and fit perfectly on your wrist. TAG Heuer Carrera collection is a perfect watch for any sporty man.
The TAG Heuer Formula 1 is a motor-racing inspired collection for men and women who desire to race through life at full speed. The collection was introduced in 1983 and is popular for its dynamic motorsports look. The TAG Heuer F1 watch is the first analog series to be equipped with a Quartz-only movement.
The TAG Heuer Aquaracer is the brand’s water sport and diving watch range and is recognizable by its 12-facet unidirectional bezel. The Aquaracer story began in 2004 with the launch of a new model called the 2000 Aquaracer with a colorful aluminum bezel and a water resistance of 200 meters. The Aquaracer is a chic sporty watch for active men and women in the sea or on land.
The TAG Heuer Monaco collection features a unique and identifiable square-case, iconic of the Tag Heuer’s avant-garde heritage. At the same time, contemporary and vintage it is a favorite choice for both racing enthusiasts and collectors. The TAG Heuer Monaco became world-famous when it appeared on the wrist of Steve McQueen in the film “Le Mans.”
The TAG Heuer Autavia takes its design from its historic start in car and airplane cockpits. Today it is an extremely reliable wristwatch that is COSC chronometer-certified. An avant-garde collection designed to bring out your adventurous side.
The design of the TAG Heuer Link started, contrary to most watch designs, with its bracelet. The unique integrated double S-shaped links fit your wrist to perfection and exude sporty elegance. The Link Lady is incredibly successful all over the world.
TAG Heuer is very involved in the world of motorsports, tennis, heritage, and football with a ton of ambassadors and events that represent their famous tagline #DontCrackUnderPressure.
In motorsports supports events such as the FIM Endurance World Championship to the 500 miles from Indianapolis as the Official Timekeeper and Official Watch. In tennis, they accompany a host of new talents such as Petra Kvitova and Denis Shapovalov. The heritage collection features partnerships with Steve McQueen with the iconic TAG Heuer Monaco and the Aryton Senna Special Editions. In football, the best players, championships, and future champions feature TAG Heuer as either the Offical Watch or timekeeper.