TAG Heuer

TAG Heuer

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Since 1860, watchmaking pioneer TAG Heuer has been blending technological innovations, high-precision timekeeping and cutting-edge designs to create products whose performance continues to shape the passing of time.

Creation date: 1860
CEO: Julien Tornare
Head office: 6a, rue Louis-Joseph Chevrolet, 2300 La Chaux-de-Fonds - Switzerland
Website: www.tagheuer.com

Identity

1860, Saint-Imier at the very heart of the birthplace of watchmaking. A bold young man decides to found his own brand. His name: Edouard Heuer. At the age of just 20, he was to revolutionize the watchmaking industry by breaking away from the established rules. Ever since that time, TAG Heuer’s vocation has been to push back the boundaries and defy convention in order to invent incredible watches and chronographs of extreme precision. The world of TAG Heuer is intimately linked to motor racing and the division of time into infinitely small units, but its aura extends well beyond this arena. 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. These include the Formula E World Championship, of which the brand is a founding partner, the TAG Heuer Porsche Formula E team, the Aston Martin Red Bull Racing Formula 1 Team, the Formula 1 Monaco Grand Prix and Grand Prix Historique, the World Endurance Championships and the Indianapolis 500. As for TAG Heuer Ambassadors, they all build the legend and share the ability to stand up to pressure, constantly pushing their limits, including legends Steve McQueen and Ayrton Senna, actors Chris Hemsworth and Patrick Dempsey, ATP next-generation tennis players Alex de Minaur, Frances Tiafoe, Denis Shapovalov and Felix Auger Aliassime, and big wave surfer Kai Lenny.
TAG Heuer Headquarters in La Chaux-de-Fonds, Switzerland
TAG Heuer Headquarters in La Chaux-de-Fonds, Switzerland © TAG Heuer
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The TAG Heuer Monaco, launched in 1969, featured two ground-breaking innovations: the first waterproof square case and the first automatic-winding chronograph movement. Today, just celebrating its 50th anniversary, prized by collectors and younger generations alike, the iconic Monaco symbolizes all the savoir-faire and avant-garde of TAG Heuer.

Two editions of the iconic TAG Heuer Monaco Calibre 11
Two editions of the iconic TAG Heuer Monaco Calibre 11 © TAG Heuer

Savoir-faire

Flagship of the brand since 1963, the TAG Heuer Carrera was born on the race track and designed as a modern, ultra-legible and high-precision chronograph, to meet the needs of the world’s best drivers. Today’s iterations express the same maverick DNA, supported by the most advanced watchmaking technology. The TAG Heuer Carrera, as well as other premier models, is powered by the sophisticated Calibre Heuer 02, the brand’s latest in-house-developed movement. It incorporates 168 components including a column wheel and a vertical clutch, signatures of improved chronograph timekeeping and high-quality manufacture movements, and boasts an outstanding power reserve of 80 hours.
TAG Heuer Carrera Chronograph 160 years Silver Limited Edition
TAG Heuer Carrera Chronograph 160 years Silver Limited Edition © TAG Heuer

Outlook

TAG Heuer is focused on its ongoing digital transformation with new e-commerce platforms in development, as well as on its holistic customer experience and physical boutique network with a new retail concept to be unveiled.

The brand will continue to build out its acclaimed TAG Heuer Connected smartwatch line, while animating its best-selling mechanical collections, Carrera, Monaco, TAG Heuer Aquaracer and more, through exciting novelties and collaborations.

And fueling its unwavering spirit of innovation is the TAG Heuer Institute, where some of the most impressive scientific minds in the world are working on the future of watchmaking, in fields such as solid physics, compliant mechanics and nanostructure materials.

Key figures

  • 1887 USE OF THE OSCILLATING PINION BY EDOUARD HEUER, A REVOLUTIONARY IMPROVEMENT TO THE MOVEMENT OF CHRONOGRAPHS
  • 1963 LAUNCH OF THE TAG HEUER CARRERA, ORIGINAL RACING CHONOGRAPH, TIMELESSLY ELEGANT ICON DESIGNED BY JACK HEUER
  • 2015 RELEASE OF THE FIRST LUXURY CONNECTED WATCH, THE TAG HEUER CONNECTED, LEADER OF ITS CATEGORY EVER SINCE

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