Tag Heuer

There is always an inventive mind behind this name. Anyone who has watched sporting events on TV knows it. He belongs to high-class ski races and regattas as well as Formula One races. He accompanied Olympic Games and world exhibitions. It stands for the highest quality high-precision chronographs and for the world's fourth largest manufacturer of fine luxury watches. In over 150 years since the company's founding, he amassed an exemplary guard of inventions and patents that are unparalleled. It is inextricably linked to sports giants and movie greats: Tag Heuer - a company that, out of a nutshell and driven by the ambition of continuous cutting-edge innovation, always pushed to the top.

Tag Heuer: Always one or two ticks further ahead

Almost a novelistic development. It is not infrequently a flair for backing the right horse at the right time that catapults companies into the world class. And almost always it is personalities with charisma who follow an inner driving force, functioning perfectly like Swiss clockwork. One may assume that the young Edouard Heuer had his goal precisely in mind when he founded the company in 1860. With sure instinct, he occupied an as yet untapped market niche and established his success in 1882 with the patent of the stop mechanism. In 1887, the oscillating drive, which still works in many watches today, followed by the first on-board chronograph for vehicles. The company's absolute breakthrough came with the micrograph, the invention of a stopwatch that, with its ability to measure to 1/100th of a second, opened the door to a whole new era of sports. TAG Heuer (then called Heuer) had found its passion. From then on, success was inevitable.Also in the second half of the 20th century and in the first decade after the turn of the millennium, Tag Heuer amazed the market with spectacular developments. Now it was one after another: first chronograph with world tide display, Heuer Mareograph-Seafarer, first waterproof wrist chronograph, 1969 third chronograph movement, first quartz chronograph with analog display and the first mechanical movement with belt drive, linear oscillating weight and ceramic bearings. Finally, the first wrist chronograph with hundredths of a second measurement accuracy became a milestone in sports history in 2005. With the success of digital watch technology, mechanical stopwatches fell behind. Today, however, well-preserved historical timekeeping instruments in vintage automobiles are in high demand.

Always in the very best company

The list of "TAG Heuer Ambassadors" is a distinguished one: Among Leonardo di Caprio, Brad Pitt and Uma Thurman are Fernando Alonso, Shahrukh Khan, Cristiano Ronaldo, Yao Ming and Clay Regazzoni. Since starring in the motion picture "Le Mans", the most important document of motorsport of its time, the movie star Steve McQueen is still posthumously identified with the nimbus TAG Heuer. From the collaboration with golf champion Tiger Woods comes the Professional Golf Watch with titanium case and highly elastic silicone strap. Even the most violent movements do not put it out of step. Throughout its corporate history, TAG Heuer has occupied glittering podiums, for each of which it has developed its own watch model: At the 1889 Paris World's Fair, its chronographs were crowd-pleasers; the Olympic Games in Antwerp, Paris, Amsterdam, Moscow, Lake Placid rely on Tag Heuer for official timekeeping. In the world's fastest automotive racing series, the Indy Racing League, the brand becomes the official timekeeper. Ferrari, McLaren-Mercedes rely on Tag Heuer. For the legendary Carrera Panamericana Mexico, the company develops the first chronograph specially designed for car racing, and at all the World Ski Championships in St. Moritz, TAG Heuer makes its mark. There was a dip in the success trajectory in the 1980s, when quartz technology was about to displace the mechanical timepiece. After the takeover by the Techniques d'Avant Garde group, the new, old TAG Heuer company was born, which today belongs to the LVMH group.

Not for introverts - avant-garde on the wrist

The traditional company remembers its glory days and is increasingly launching replica series of its legendary predecessors: From the Carrera, Grand Carrera, Monaco, Aquaracer, Formula 1 to Silverstone and McLaren-Mercedes. A clear commitment to its association with high-class motorsport and its protagonists. Every year, the novelties of TAG Heuer are eagerly awaited at BASELWORLD. In 2001, the company used the world's most important watch fair to relaunch the Heuer Classic Re-Edition Monaco in a limited edition of 5000 pieces. In 2005, the luxury watchmaker introduced the Calibre 360 Concept Chronograph, the world's first mechanical wristwatch chronograph. With an accuracy of 1/100th of a second, it measures the records. In 2008, the TAG Heuer Grand Carrera Calibre 36 RS Caliper Steel Chronometer was awarded the prestigious Prix d'Horlogerie de Genève for "Best Sports Watch." The following year, the reissue of the classic Silverstone (dating back to 1887) with automatic winding caused shining eyes. As a tribute to TAG Heuer's great watchmaking history, the Carrera Monaco V4 Phantom, made of carbon fiber, was unveiled at the 2015 watch fair. The company honored its 30-year partnership with McLaren with the reissue of the TAG Heuer Aquaracer. As new ambassadors, beat musician David Guetta and DJane duo Nervo bring a little glamour from art, music and showbizz to the TAG Heuer brand cosmos.

Once TAG Heuer - always more of the same

Since 2002, TAG Heuer has also carried Sport Vision Eyewear in its program. Eyewear and sunglasses that are specially designed to meet the special needs of athletes and can be worn under the helmet during a Formula One race. In keeping with the sport, they are made of aluminum or the rubber that also makes Formula One tires capable of high speeds. Those who can't get enough of the Carrera, Camaro or Jackie Ickx luxury wristwatch will reach for cell phones, wallets, cufflinks, jackets or belts adorned with the TAG Heuer logo. Individualists and trendsetters who opt for a TAG Heuer luxury wristwatch, whether buying watches online or in brick-and-mortar retail stores, have no problem attracting attention and envious glances. TAG Heuer is simply a class of its own. Highest precision technology in extraverted packaging - absolute "bangers" and eye-catchers, not least because of their sensational materials. The founder's claim to always be a nose ahead of the competition in innovation and technical perfection has been adopted by today's owner and great-grandson Mark Heuer. Fans and friends of TAG Heuer luxury watches reflect this philosophy in their desire for extravagant and grandiose performance.