Founded in 1860 by Edouard Heuer, TAG Heuer stands for exceptional performance, reliability, sophisticated technology, and prestige.
Considered to be the leading sports and racing watch brand, TAG Heuer provides prime quality time measuring instruments used in the Olympics, as well as in Formula 1 races. Consistently pushing boundaries, the brand continues to occupy an avant-garde position in technological advancement.
The company originated in St Imer, Switzerland when Eduard Heuer set up the very first workshop. With the launch of its first chronograph mechanism in 1882 (the Monaco V4), Tag Heuer has consistently produced revolutionary automatic movements. In line with the spirit of advancement, in 1895 the brand patented the earliest water-resistant pocket watch.
Following this groundbreaking development, in 1911 TAG Heuer patented the first dashboard chronograph in 1911, designed specifically for aircrafts and automobiles. By 1912 the company was producing ladies wristwatches. Barely two years later, it was producing the very first worn chronographs. The chronographs were truly fascinating timepieces, that came in a silver case, enamelled dial and luminous hands. They featured a pocket watch mechanism, with a crown and integrated button for start, stop and reset located at 12 o’clock.
The true milestone for the company occurred in 1916 with the invention of the Mikrograph and the ‘Microsplit – the worlds first sports stopwatches with a precision of 1/100th of a second. The Microsplit version was particularly advanced, featuring the function to measure two events simultaneously. These new developments revolutionised the watchmaking industry and made TAG Heuer the natural choice for an official timekeeper of Olympic Games since 1920 until 1928. In 1930, the brand produced specialised chronographs for pilots, and in 1933, Heuer introduced the Autavia – the dashboard timer used for automobiles and airplanes. Afterwards, the Monte Carlo and the Master-Time were launched.
By mid-century TAG Heuer gained much popularity amongst enthusiasts of practical sports watches. Its reliability and functionality also found appreciation amongst eminent political figures, becoming a favourite of General Eisenhower, Harry S. Truman, and Prince William of Sweden just to name a few. In 1963 the company launched what would become one of its most sought after models – the Carrera chronograph. Introduced by Jack Heuer as a tribute to Carrera Panamericana Rally of the 50s. This was the first chronograph to feature a pure and functional dial design. An instant success, it remains the watch a world-wide best seller.
The growing esteem of TAG Heuer was further amplified through Steve McQueen’s endorsement of the brand while wearing the Heuer Monaco watch in a movie ‘Le Mans’ in 1971. The line was later called the ‘Steve McQueen Monaco Edition’. Today the brand is mostly recognised for its affiliation with Formula 1. This chapter began in 1992 when TAG Heuer became the official timekeeper of the race, further increasing the company’s status.
In 1999 the TAG Heuer company was purchased by the LVMH (Louis Vuitton Moët Hennessy S.A.), a leading luxury goods company. Today the brand continues to push limits and conventions of Swiss watchmaking. It has defined its own path, and remains true to its founding principles, to never compromise and never crack under pressure.