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Founded in 1860 by Edouard Heuer in St-Imier, Switzerland, TAG Heuer are synonymous with precision, innovation, and avant-garde design. Their name, an amalgamation of “Techniques d’Avant-Garde” and the founder’s surname, embodies their relentless pursuit of pushing boundaries in horology. From the invention of groundbreaking movements to their deep-rooted association with motorsports, they have consistently fused Swiss craftsmanship with bold, contemporary aesthetics. As pioneers in timekeeping, they have garnered a reputation for delivering performance-driven luxury that appeals to both purists and modern enthusiasts.
Achievements
TAG Heuer’s legacy is defined by a series of revolutionary milestones that have significantly influenced watchmaking. In 1887, they patented the oscillating pinion, a technological breakthrough that remains integral to modern chronographs. Their 1916 Mikrograph, the first stopwatch capable of measuring 1/100th of a second, redefined sports timing and underscored their technical prowess.
The launch of the Calibre 11 in 1969 marked another watershed moment in horology, introducing one of the first automatic chronograph movements. This innovation powered iconic designs like the Monaco, forever linking TAG Heuer to motorsports and cinematic history. Their role as the Official Timekeeper for Formula 1 further solidified their connection to high-speed precision. Today, TAG Heuer continue to innovate with advancements like the Heuer 02 movement and their cutting-edge Connected smartwatches, blending traditional expertise with modern technology.
Collections
TAG Heuer’s collections exemplify their ability to balance heritage with innovation, offering a diverse range of timepieces for various lifestyles. The Carrera, introduced in 1963, is a tribute to the exhilarating Carrera Panamericana road race. Known for its clean lines and timeless elegance, it remains a favourite among racing enthusiasts and collectors. The Monaco, unveiled in 1969, broke conventions with its bold square case and water-resistant design, achieving iconic status when worn by Steve McQueen in Le Mans.
For those drawn to adventure, the Aquaracer stands as a testament to durability and functionality, with its robust construction, ceramic bezels, and water resistance up to 300 metres. Meanwhile, the Formula 1 collection brings vibrant designs and sporty aesthetics, offering watches built for high-speed thrills. TAG Heuer’s innovation extends to the Connected collection, where wearable technology meets Swiss craftsmanship. This line of smartwatches features customisable digital dials and fitness tracking, appealing to a tech-savvy audience without compromising the brand’s heritage.
With an enduring commitment to precision, innovation, and design, TAG Heuer continue to set benchmarks in watchmaking, ensuring their place as leaders in the world of luxury timepieces.