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For more than 150 years TAG Heuer has proudly faced down every challenge in its path, pushing past it with grit and determination. Not content with following the crowd, TAG is known for making its own rules, forging its own path, always moving forward with an uncompromising commitment to quality and most importantly never cracking under pressure.

Defying time-honoured Swiss watchmaking tradition has not only earned TAG Heuer a place in the horological history books but also secured its reputation as one of the world’s most respected watchmaking brands.


TAG Heuer Buying Guide




Time began for the brand in 1860 when founder Edouard Heuer opened his first workshop in St-Imier, Switzerland. Originally known as the Uhrenmanufaktur Heuer AG (Heuer Watchmaking Inc.) the young brand set out paving its road to success straight away and in 1882 Heuer patented his first chronograph before creating the oscillating pinion – still used in modern watchmaking today – in 1887.

By 1911 the young watchmaker was continuing to take strides in the world of watch manufacture and it was in this year he received the patent for the Time of Trip – the first dashboard chronograph. The start of the brand’s inextricable link with the world of motorcars, the timepiece was designed for automobiles and aircraft, featuring two large hands mounted from the centre pinion to indicate the time of day (as with a traditional clock) while a small pair of hands mounted at the 12 o’clock position indicated the length of the trip up to 12 hours. The top mounted crown of the model allowed the user to set the time, while a button mounted within the crown operated the start/stop function throughout the trip.

It wasn’t until 1914 that Heuer created his first ever wrist chronograph. Based on the design of a pocket watch, the crown was actually at the top of the chronograph giving it a distinctive look of its very own. The next few years would see the brand continue to grow, with Heuer’s son Charles-Auguste introducing the undeniably accurate Mikrograph and Semikrograph in 1916 and the introduction of the Carerra, designed by grandson Jack Heuer in 1936. However, it wasn’t until the 1950s and 1960s that the Heuer brand would begin to really get horological hearts racing. During this period Heuer watches became popular with professional and amateur race car drivers. A champion of the stopwatch, it was only natural that drivers and their teams began to don Heuer watches on the track and in the mid-sixties the brand unveiled its first automatic chronographs, the Autavia Carrera and Monaco, taking its reputation up a gear.

The Sixties was also the year that Heuer became the first watchmaker in space as John Glenn wore a Heuer stopwatch on his Mercury Atlas 6 spacecraft on the first US manned space flight to orbit the earth. Such was Heuer’s reputation for creating impeccably accurate stopwatches; the timepiece was started manually by Glenn 20 seconds into the mission as a backup timekeeper.

Fast forward to 1985, and a string of success stories later, and the Heuer brand became TAG Heuer (Techniques d’Avant Garde) with a determined attitude to continue to push the boundaries of watch design further than ever before.



Striking the balance between fashion and function is at the heart of TAG Heuer. With a refined and detailed design and manufacture process, TAG Heuer timepieces are celebrated as being some of the most robust and reliable in the world. Always looking to the future, the brand continually reflects on its past whilst asking how far it can go in pushing the boundaries of watch design.

The combined skill of in-house designers, mathematicians and production specialists allow TAG Heuer to think outside the box and continue to reinvent watchmaking principles, whilst still remaining true to its rich heritage. Traditional craftsmanship joins forces with materials of the future as the skilled workshop team meticulously assemble the wheels and gears – breathing life into each timepiece. Speaking of the importance of manufacture and movement TAG Heuer CEO Jean-Claude Biver said: “A watch has a soul,” reinforcing the fact that the calibre is at the heart of every timepiece and offering a reminder that the polished exterior may be show-stopping but it’s what’s inside that really counts.

It’s under the close and watchful eye of the dedicated professionals that TAG watches are put to the test – ensuring each is a champion of the brand’s Don’t Crack Under Pressure motto. These unique tests have been endorsed with a patent from the Federal Institute for Intellectual Property Switzerland, with each designed to push the timepieces to their limits and beyond to ensure an unrivalled quality. From stimulating the potential shocks and vibrations of the extremes of everyday life, to testing the effect of sweat or heat and a watch’s resistance to water or heavy rain each test is designed to push the watches as far as they can go.




Iconic Models

TAG Heuer has been a champion of Swiss Avant-Garde since 1860, with its watches earning a reputation as being horological heroes. The beauty of each of the brand’s diverse collections lies in the simple fact that each has a personality of its very own. The TAG Carrera, inspired by the world of motor racing, seamlessly blends classic and contemporary design, while the TAG Heuer Formula 1 range features a casual sports watch for a fast paced life. Then there’s the TAG Heuer Link and Heuer Heritage ranges which both master the art of elegance, and timeless style while the TAG Heuer Aquaracer is heralded as being the ultimate sports watch by many. Meanwhile the new TAG Heuer Connected Modular watches bring the world of watchmaking into the 21st century in a range where innovation meets craftsmanship. However, there’s no TAG watch quite as iconic as the TAG Heuer Monaco. Ever since it was worn by the King of Cool Steve McQueen in the 1970s box office hit Le Mans the blue eyed actor and blue face watch have been undeniably linked – catapulting the watch into superstardom.






Continually looking to the future whilst never losing a sense of its roots, TAG Heuer is a brand proud to march to the beat of its own drum. As such, it aligns itself with ambassadors that echo it’s forward thinking attitude – joining forces with those who live their life on their own terms and aren’t afraid to wear their style on their sleeves. They are actors, models, racers and divers from across the globe who live their lives under the intense pressure of their chosen fields. They never stop, they never falter and they never crack under pressure. From street artist Alec Monopoly to model turned actress Cara Delevigne and everyone’s favourite superhero Chris Hemsworth, TAG Heuer is proud to align itself with those always on the move. It also pays homage to the timeless stars of the past, taking inspiration from the likes of Steve McQueen, the King of Cool who never cracked under pressure, and Muhammad Ali who continue to impress.


TAG Heuer Buying Guide

TAG Heuer Buying Guide



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