About TAG Heuer
TAG Heuer embodies Swiss avant-garde watchmaking since 1860. Crafted in the Swiss Jura Mountains, each TAG Heuer watch is engineered for high-performance. Ever since the ground-breaking oscillating pinion in 1887, which pioneered a new way to operate mechanical chronographs, the Maison continues to innovate, pushing the limited of accuracy with advanced technology.
The History of TAG Heuer
TAG Heuer was founded in 1860 by Edouard Heuer in the Jura Mountains of Switzerland. For more than 160 years, TAG Heuer has demontrated pure avant-garde watchmaking spirit and a commitment to innovation. Today, the brand’s core collection consists of three iconic families designed by Jack Heuer – TAG Heuer Carrera, Monaco and Autavia – and is rounded out with the contemporary Link, Aquaracer, Formula 1 and Connected lines. Capturing TAG Heuer’s motto, “Don’t Crack Under Pressure”, are prominent partnerships and brand ambassadors that express the brand’s passion for action and high performance.
Fun Facts About TAG Heuer
Through its sponsorship of Swiss Formula One hero Jo Siffert, Heuer became the first non-automotive logo to appear on a Formula One car. The engagement with Formula One would gain a higher profile two years later, when Heuer became a sponsor of the Ferrari Formula One team, with drivers Mario Andretti, Jacky Ickx, Niki Lauda, Clay Regazzoni and Gilles Villeneuve all wearing Heuer chronographs. Jack Heuer presented each of these drivers with an 18-karat gold Heuer Carrera.
About TAG Heuer’s Collections
Echoing the high-octane world of motorsports, the TAG Heuer Carrera, Monaco, or Autavia timepieces are icons born on the wrist of champions. Born from precision, the TAG Heuer Carrera is the most iconic expression of sporting elegance. The original racing chronograph has been inspired by speed and a drive to succeed ever since it was first introducted in 1963.