TAG Heuer Watches

Originally founded by Edouard Heuer in 1860, TAG Heuer today has grown to be one of the largest affordable Swiss watch brands. It gained international acclaim in the mid-20th century for its auto-inspired collections, such as the Autavia chronograph and later, the Carrera, the brainchild of Jack Heuer. Today, owned by the LVMH Group, TAG Heuer’s most beloved collections include these two, as well as the famed TV-screen, shaped Monaco, the Formula 1, Aquaracer, and Link lines. It also has one of the most cutting-edge Connected watch collections.

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History of TAG Heuer

TAG Heuer has a fascinating and enduring history that spans over 160 years. The story began in 1860 when Edouard Heuer established his watchmaking workshop in the Swiss Jura region. He quickly gained a reputation for creating timepieces of exceptional quality and precision. A significant early achievement was the invention of the oscillating pinion in 1887, a significant advancement for chronographs.

The 1911 “Time of Trip” dashboard chronograph and the 1916 Micrograph, accurate to 1/100th of a second, underscored Tag Heuer’s commitment to precision. In the 1930s, the brand expanded into sports timing, providing equipment for various events.

The 1950s and 1960s saw iconic models like the Mareograph-Seafarer with a tide indicator and the Carrera, designed for professional drivers. The 1970s introduced the Monaco, the first square waterproof automatic chronograph, famously worn by Steve McQueen in “Le Mans.”

In 1985, TAG Group acquired Heuer, forming TAG Heuer. This led to new designs and technological advancements, including the 1990s Kirium and 2000s Link series. TAG Heuer has consistently maintained a strong connection with sports, particularly racing and sailing, which is evident in their product designs and sponsorships.

Embracing the digital era, TAG Heuer launched the Connected smartwatch series, merging traditional craftsmanship with modern technology. This move exemplifies the brand’s ability to adapt while upholding its values of precision, durability, and innovation. Tag Heuer’s history reflects its status as a formidable player in the watchmaking industry, known for blending traditional craftsmanship with technological innovation.

The Monaco

The Monaco is an iconic timepiece that holds a significant place in watchmaking history. Launched in 1969, the Monaco gained worldwide attention as the first square, water-resistant automatic chronograph watch. This groundbreaking timepiece was introduced by Heuer, the predecessor of TAG Heuer, and it quickly became a symbol of innovation and style. The Monaco’s distinctive design, with its square case and bold dial, set it apart from traditional round watches, making it a true trailblazer in the world of horology. Over the years, the Monaco has continued to be a celebrated and sought-after model, embodying TAG Heuer’s spirit of pushing boundaries and defying convention.

TAG Heuer and Sports

Tag Heuer has forged partnerships with a diverse array of sports stars. In the exhilarating world of motorsports, Tag Heuer has had long-standing associations with iconic figures like Ayrton Senna, one of Formula One’s greatest drivers, and more recently with contemporary stars like Max Verstappen.

In tennis, the brand has been represented by luminaries such as Maria Sharapova and Naomi Osaka, whose on-court prowess and off-court charisma mirror Tag Heuer’s commitment to excellence and style. In football, Tag Heuer has enlisted the likes of Cristiano Ronaldo and managers like Jose Mourinho, whose leadership and skill reflect the brand’s focus on performance and strategy.

The brand’s embrace of sports also extends to golf, with ambassadors like Tiger Woods, who personifies the blend of skill, focus, and resilience that Tag Heuer values. Even in surfing, athletes like Kai Lenny represent the brand, symbolizing a spirit of adventure and endurance.

Who Owns TAG Heuer?

Tag Heuer is owned by LVMH (Moët Hennessy Louis Vuitton SE), a French multinational luxury goods conglomerate. LVMH acquired Tag Heuer in 1999, and since then, the brand has been a part of the conglomerate’s portfolio of prestigious watch and jewelry brands. LVMH is known for owning various high-end companies in different sectors, including wine and spirits, fashion and leather goods, perfumes and cosmetics, watches and jewelry.

Fun Fact

In 1962, Tag Heuer became the first Swiss watch in space. American astronaut John Glenn wore a Heuer stopwatch on his wrist during the Mercury-Atlas 6 flight when he orbited the Earth three times aboard the spacecraft Friendship 7. This stopwatch was the Heuer 2915A, and it was modified with custom elastic straps to fit over his spacesuit. This event marked a significant milestone for Tag Heuer, showcasing the brand’s precision and reliability in even the most extreme conditions.